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Email Marketing Efforts Receive Higher
Returns in
Fourth Quarter, 2006
By Dara Schwartz
Email marketing returns far more than a dollar for every dollar spent, according to John Arnold, regional development director for email service provider Constant Contact. The Direct Marketing Association says email returned $57.25 for every dollar spent in the fourth quarter of 2006.
Why are email campaigns so successful and how do they earn a high ROI? Let's begin with how to effectively build an email list.
A major perk of the Internet is its convenience. Email campaigns deliver convenience right to your readers’ inboxes. The process to sign up should be just as simple. Include an email sign-up on all pages of your Web site and determine the most important information fields that you want to obtain from your viewers.
You need to inform your audience about the content or subject matter before they sign up. People are not going to enter their information in a field that simply says, "Sign up here". Sign up for what? They want to know what they are going to receive and if that is something that interests them. Welcome subscribers with a confirmation email that informs them of the type and frequency of communications they will be receiving.
Now you must maintain this list by delivering quality information.
It's obvious that people signed up because the particular subject matter offered was of interest to them. Therefore, always deliver that very content or subject matter they requested or you risk your credibility. Overloading them with information that did not pique their interest in the first place will lead to your emails not being read and, eventually, unsubscribers.
If you want to introduce a new subject theme and test the interest level of your current audience list, then create another e-communication about this topic and advertise your launch through the current e-newsletter.
Do not sacrifice credibility for a larger email list. As John Arnold said it best, avoid the “spray and pray” approach. Always get permission and use only your opt-in lists. People choose their interests and want to control their email inbox. It is your responsibility to build that interest through your niche and expertise, so there can be future opt-ins. By sending even the best content to non-participants or total strangers, you will lose credibility and, most likely, be marked as spam or quickly deleted because that person did not choose to receive the content.
Track results to grow your list and improve.
How are people responding to your emails? First, to confirm that people are opening your emails, you need to track your click-throughs, which are only trackable when the readers click a link or enable images. Begin your story with a brief lead-in that takes them to a landing page with the full story. Also, add a call-to-action in every message you send. Do you want to connect your audience with your sales team, educate them about a new line of service in your business, or lead viewers to a purchase? Think about your goals for your emails and place measurable tools to ensure your goals are being met.
Another effective way to connect potential subscribers with their interests is through the very first stage of sign-up. Include short summary descriptions about the topics you have to offer through your various e-newsletters. Give them an option to select their interests. You now can customize your e-mail campaigns.
These are just a few ways that targeted e-mail campaigns can effectively build relationships with your target market. Take time to track and review your readership to continue providing the information that they want and need.
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