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3 examples of good e-mail campaign

ConferenceCall.com You can see that action-oriented philosophy at work in a series of e-mail messages written to ConferenceCall.com customers. People only scan your e-mail for a split second. I always want to make sure the message is clear and that the action items are upfront. Nobody has time to read four paragraphs justifying the premise […]

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Key components of good email marketing programs


Good email marketing program combines specialized marketing skills with best technology to offer solutions and support for highly effective and measurable returns from e-marketing.

SETTING EMAIL MARKETING OBJECTIVES

First you have to set up e-mail marketing objectives

* Evaluating email subject headers
* Determining key content
* Segmenting your lists
* Test marketing different messages
* Designing creative and attention grabbing HTML emails

HTML emails are twice as effective as plain text emails, and over 60% of people can view HTML emails.

EMAIL MARKETING CAMPAIGN MANAGEMENT

List Creation & Management
All the email addresses on lists should be of people who are either clients or who requested information. E-mail marketing programs contain tools to build opt-in list It´s important to determine the most important pieces of information to request from interested parties.

List Segmentation
Segmenting email list allows to target specific groups of people with common interests. This allows to deliver the most pertinent information right to their inbox.

Deliverability
Nothing else matters if the messages are not getting to their intended recipients. Email solution provider should work closely with all major ISP’s to ensure the highest delivery rate, avoiding the dreaded blacklists. ESP should run SPAM checks, AOL compliance checks, and various other tests to make sure messages will be delivered correctly.

REPORTING & ANALYSIS

* Open rates
* Click – Thru rates
* Bounce rates
* Forwarding/referral metrics
* Conversion rates
* ROI determination and analysis
* Subscribes, unsubscribes (opt-outs)

Here´s a simple example of campaign report

Some email service providers: acceleration.biz, simplepixel.com, bronto.com etc

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Key challenges for e-mail marketing


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 🙂

Reade more from Clickz.com

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Viral Marketing

What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

The classic example of viral marketing is Hotmail.com, one of the first free Web-based e-mail services. The strategy is simple:

1. Give away free e-mail addresses and services,
2. Attach a simple tag at the bottom of every free message sent out: “Get your private, free email at http://www.hotmail.com” and,
3. Then stand back while people e-mail to their own network of friends and associates,
4. Who see the message,
5. Sign up for their own free e-mail service, and then
6. Propel the message still wider to their own ever-increasing circles of friends and associates.

An effective viral marketing strategy:

1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others’ resources

Read more about Principles of Viral Marketing + Viral Marketing Hall of Fame

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Marketing campaign that skype should be running


Summary:
This campaign is proof that if you blatantly appeal to bloggers’ egos and desire for more traffic/attention, they will in turn happily link to you. And if your offer is appealing enough, where a few influential bloggers go, the rest will virally follow.

Bloggers tend to show their personality, political views and support for services they like through badges; and, blogrolls within their blog and consumer generated media can occur instantaneously with a single blog posting.

Idea is to combine two skype campaigns using viral marketing:

1) Valentine´s Day – link to skype and you get skype-out credit + starter kit
2) Skype buttons – Skype buttons can be used on your website, blog or even in your email signature to let other people contact you easily

Campaign Goal: Get blogers to link Skype site and promote Skype (buttons).

Idea: To award Skype user with Skype-Out credit for every new blogger that uses Skype buttons.

Strategy:

1) Improve Skype button with additional link to skype site.

2) Create a tool to generate Skype buttons for your friends. Generated buttons have meta information about the creator.

Promotion:

1) initial influential bloggers
2) e-mail campaign
3) skype client (future)

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