Keep the Spark in Your Email Campaigns by Avoiding These Temptations
Email marketing is easy. After all, you have to do is blast your message to your list, right? Wrong.
An email blast is will yield little to no results. To get the sales you're looking for, you'll have to keep several things in mind. You'll also need to resist several temptations that can suck the life out of your campaigns. Here are a few tips for successfully creating a successful email marketing campaign:
1. Avoid laziness.
When you've had a campaign that's been working for a long time, it's easy to just let it run without paying close attention. If you allow yourself to fall into this trap, the numbers can easily slip in small increments until you begin to lose money. Watch the results of every campaign so you can quickly spot when it's time to tune things up.
2. Keep improving.
Even if a campaign seems to be working well, do A/B testing to see if you can find an even better strategy. You might be surprised to find that what you thought was a great result is actually lackluster compared to something else you test.
3. Tailor your messages.
It's easy to think that you can send the same message to everyone from newsletter subscribers to Twitter followers. Resist the temptation and be sure to tailor your messages to your various audiences. Make sure to use separate results tracking for all channels as well, so you can easily spot the ones where improvement is needed.
4. Avoid the edge.
Very few companies can get away with being edgy. If you're promoting a rock band or a late night comedian, you might be able to use material normally considered inappropriate and actually see positive response; for almost any other product or service, you'll have to be tame. Know your audience's boundaries, and don't challenge them.
5. Have fun.
A few quips or real-life scenes will make you and your company seem more accessible and real. You want people to think of your company as its people, not as a monolithic building.
6. Don't spam.
This may seem self-evident, but since email low cost, it's tempting to buy a dubious list of addresses and hit them all. The conversion ratio of email spam is pathetically small even by spammers' own admission, and, even more importantly, it can lead to the loss of the domain the emails were sent from or legal action. Always use a good, clean list of addresses, preferably one you generated yourself from direct opt-ins.
With these things in mind, you should find it much easier to make your email marketing campaigns successful. Even if they're already successful, be sure to keep an eye on performance and do occasional testing to see if a few tweaks will make things even better. By continually testing, you'll be able to check the results of other ideas and keep your readers eager to see what you come up with next.
About the author: Dawn Altnam lives and works in the Midwest, and she enjoys following the business tech world. After furthering her education, she has spent some time researching her interests and blogging of her discoveries often. Follow her on Twitter! @DawnAltnam