Visual aspect – Look at your email through the end user’s eyes: How does it look? Is it what you expected? Is the layout clear? Can all banners and text be seen?
Headline – How does it look in your inbox? Does it stand out? Would you open it?
Content – Is your call to action where it’s supposed to be? Will it actually wimausa call people to action? Is your address and contact information visible? If someone wants to unsubscribe, can they clearly find the link to do so?
Keywords can grab the attention of the reader, or they can get your email spammed. When writing, we automatically use some words without thinking, but when writing our subject line we must be careful not to use specific keywords that may be picked up as spam. The list of keywords that can trigger spam filters to spam our mail is unfortunately quite long, here are a few examples of words to avoid using:
As seen on
The spam filter will add up the amount of ‘spammy’ keywords you have used and then decide on whether your mail is spam or not, so choose your words wisely.
7.) COMPLYING WITH LAWS AND REGULATIONS
The CAN-SPAM Act was set up to protect the end user and sets out the guidelines for those who send email. The Act was put in place to ensure that users receive only honest and fair emails. In order to company with this act, you must be as transparent as possible with your customers. Your headline must be relevant to your content and you must clearly outline how and where subscribers can unsubscribe if they wish to. To read more about this act, go here: http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003
8.) GETTING YOUR MESSAGE OUT THERE
Once you have your design and content in place and are confident that you have met all the applicable laws and regulations, the only thing left to do, is get sending. There are two options here, the first being to send them yourself. This option is near impossible for small to medium sized businesses as specific software is required and a large amount of bandwidth that may be too complicated and expensive for smaller businesses. The only option for those businesses will be the second option of using a third party service provider. For those business that have ‘Opt- In’ lists, finding a decent third party service provider will be easy. For those who are using ‘Third Party’ lists, finding a service provider may prove a little more difficult, however, the company from whom you have bought or are renting the lists from should be able to point you in the right direction.
9.) CONTINUANCE (or REPEAT, REPEAT, REPEAT)
No one can guarantee that your mail will be seen first time round, so it might be a good idea to send out your email blast out numerous times. To increase our ROI, our email has to be opened, to be opened, it must be seen. In order for you to achieve the results your looking for, your content has to repeatedly reach your audience. Yet, there is a difference between being seen and being annoying, changing the content slightly each time is wise.
10.) RESULTS ANALYSIS
Ask your email service provider for a report of your email and follow through on your endeavors in order to maximise results. Email marketing is not about sending your email and waiting for the results to come in, you must act on the results and feedback. Check how many emails were opened, how many responded to your call to action and actually clicked through to your site and make sure you get a detailed report of the soft-bounces. A ‘soft-bounce’ is when the email didn’t reach the inbox, but due to issues such as a full inbox or filters that have been put in place. The emails that have ‘Soft Bounced’ do not indicate that the recipient is not interested in reading your mail and this should be kept in mind. A detailed report will also allow you to connect deeper with your customers and clients by showing you where you can follow up on those who responded well to the mail on a more personal level.
Most of the elements involved in email marketing are common sense, but some need expertise, patience and dedication. In an ever evolving technological world, don’t get left behind. Virtual stores and business have changed the way we all do business and in order to stay alive we have to keep up with the game. It is claimed that the virtual store Amazon.com made a profit of 182.6 billion USD in 2012. Can you image the ROI they received from their email marketing campaigns? I know I’m guilty of clicking through on at least one of their mails, are you?