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5 Ways to Build a Strong Email Marketing Foundation

October 8, 2010 By Mélanie Attia
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In an e-book compiled by my firm, Campaigner, titled "The Small Business Guide to Email Marketing," readers are provided tips to help them create, launch and continually enhance their email marketing campaigns. Here are five tips taken from the book:

1. Put yourself in your customers’ shoes. Small business owners and entrepreneurs like to jump right in and get started, which is crucial to success. But it’s also important to prepare, plan and set objectives, especially when it comes to email marketing. When you’re getting started, step back and think through what you’re trying to accomplish. The best way to do this is to try and see things through your customers’ eyes.

Specifically, ask yourself what type of information would attract attention and get people to open, read and act on your email campaigns. Do they want coupons, special offers or promotions? Would they respond better to valuable information and practical tips they can use often? The best e-newsletters include a mix of sales with expert opinions and advice.

2. Construct a yearly email marketing plan. Once you’ve established your email marketing objectives, build an email marketing plan for the year ahead. Look at the calendar — again from your customers’ perspective — and map out promotions, topics and campaigns that will help you reach out to customers and prospects at the right time with the right information.

While this may sound like a challenging task, you know your customers better than anyone else, so roughing out a flexible plan for the year shouldn’t take more than a couple of hours. Use major holidays as good milestones to work with. Investing planning time up front will dramatically improve the performance of your email marketing campaigns. Your customers will appreciate getting relevant emails right when they want them.

3. Start building your email list. Now that you’ve put yourself firmly in your customers’ shoes, you’re ready to start building your opt-in email list. Opt-in means your customers understand that by signing up they're giving you permission to send them emails. In addition to name and email address, think about other information that could help you better target your email campaigns, such as the following:

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

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COMMENTS

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Most Recent Comments:
REH - Posted on October 08, 2010
Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?

You have a website.
You send emails.

Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?

No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.

WrapMail offers a solution that is server-based (i.e. compatible with all email clients), has a complete back-office with a WrapMaker, reporting etc and it is FREE!
Click here to view archived comments...
Archived Comments:
REH - Posted on October 08, 2010
Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?

You have a website.
You send emails.

Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?

No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.

WrapMail offers a solution that is server-based (i.e. compatible with all email clients), has a complete back-office with a WrapMaker, reporting etc and it is FREE!