Successful e-mail marketing requires knowledge of Marketing Objectives, HTML Email Templates, Campaign Management + Reporting and Analysis.
Key challeges of e-mail marketing are "spam blocking", "open rates" and "click-through rate". Will your massege make it through spamblockers and will anybody ever read or click it?
Header Information
Your e-mail's header, specifically sender address and subject line, has become the key creative landmine you must effectively manage to generate the response you're looking for. Gaining permission to e-mail and ensuring the e-mail is delivered are two program prerequisites. Getting readers to remember why they requested your e-mail and inducing them to open it elevates your campaign to a point at which it can be acted upon.
How?
The sender address needs to be a recognizable, trusted name. The subject line should be clear and to the point and allude to the e-mail's value. Anything less and you risk high deletions. Combined, the sender address and the subject line shouldn't exceed 65 characters.
E-mail promise
Fail to deliver on your promise once, and the recipient tends to be somewhat forgiving. Fail twice, and over 69 percent of recipients won't only stop reading your e-mail, they'll also stop patronizing your organization.
How?
Be clear with your promises and avoid misunderstanding.
E-Mail Database
Revenue generated from database can decline 50 percent in a six-month period due to natural attrition and undeliverable e-mail messages
How?
Replace 10 percent of the original list size each month.
Above-the-Fold Content
The top 145-200 pixels of an email's height are the most critical. From a design perspective, the most common mistake is to clutter this section with graphics. If stripped out or blocked, they negatively affect your message.
According to EmailLabs recent Survey 69 Percent of B2B Subscribers Frequently or Always Use a Preview Pane; 45 Percent Rarely or Never Download Images
How?
Key information to include above the fold:
* Company logo and link to the home page
* The main call to action, plus a link to act on that call
* A visual that enhances the brand image
* A headline that encourages readers to read the rest of the message
Relevant Content
The ability to access and manipulate operational and behavioral data inside an e-mail is at the heart of its power: the power of mass personalization. No other marketing channel enables you to send one message to 50,000 people with 50,000 personalized sets of content for under $0.10 per message. The cost of a personally relevant relationship is minimal, yet the results in sales, loyalty, and brand affinity are large.
How?
Devide e-mail database to smaller units and operate per unit: region, age, intrests etc - its called multiple segmentation.
Webpage
Webpage should support marketing schemes.
How?
Creative and offer information on landing and home pages should match the creative and offer information in the e-mail message. All home and landing pages should include tags to track from where the e-mail traffic originates and where abandons occur.
Spam blocking
How?
Use good email marketing programs :)
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22 comments:
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You shared very common things of email marketing that email marketing executive must know these things.
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Quite valuable information you shared over here. Some of the key challenges for e-mail marketing are Low conversation rate, getting a huge list, user may opt in Email Subscription and low click rate.
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