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Analyse the data
Due to the instantaneous nature of email marketing, businesses can get feedback from their e-newsletters within seconds of sending. It is for this reason, that businesses should closely analyse the response rates of each blast they send, says Ogdon. “It’s not just about getting people to come to your website and buy, it’s about figuring out who is the most interested and what they are interested in so you can take further action and build a relationship with them. That’s where the email marketing data comes in handy.”
According to Odgon, a lot of small businesses don’t realise the power of email marketing. They don’t take the time to find out what their customers are clicking on, what the open rate is, where they are going after they have clicked on a link; and as a result they start to send out messages to the wrong people who don’t want to listen.
Another mistake often made is the lack of personalisation in the email, says Ogdon. “Simple things like not including the person’s name in the email or not providing a call to action. These minor oversights can actually have a big impact.”
Build an attractive message
When it comes to email marketing, businesses need to take a little bit of time to build an attractive message, and then to test and measure that message, says Ogdon. This can include simple things like using image links as opposed to text link, testing out a variety of different headlines, moving around the positioning of the content, keeping it short and simple, putting a teaser in with a clear call to action, providing a value-add for the consumer in the form of a free e-book, or integrating social media.
“People are more inclined to open an email if it’s an image as opposed to a text link. This is because is creates an emotional attachment, it targets the emotional component of the brain, rather than the analytics component, and elicits a deeper response,” says Ogdon.
Utilise social media
Many organisations are also using social media to extend that relationship with the customer. Ogdon recommends businesses use social media as a sort of ‘value-add’ for email marketing campaigns.
“Because many people are bombarded with hundreds of email messages on a daily basis, more often that not, they won’t get around to reading an email. Social media can be used to supplement that and to get their interest,” explains Ogdon. “For example, a business is putting on an event, so they decide to send an email to their subscribers informing them of the event. But they find that the open rate is low, so they need another way to target them. So they turn to Twitter to tweet out the message and generate interest, then they set up a Facebook page about the event, with links back to the website for further information. All of a sudden, a large amount of buzz is being generated about the event.”
Email marketing is a medium that is proving its worth, delivering considerable ROI for many businesses. For little investment, it can be a fantastic way to generate new business and to build a brand – if used correctly.
Bottom line? “Engage with the customer, connect with them at every touch point, and deliver relevant information,” says Ogdon.
Ogdon’s top tips for email marketing:
- Bob Ogdon is the CEO of US-based email marketing company Switfpage, a supplier of e-mail marketing services and marketing technology for ACT! by Sage. Bob was in Australia as a guest of Sage Business Solutions (www.sagebusiness.com.au) presenting at its ACT! by Sage seminar series in Sydney and Melbourne. The seminar series focused on best practice approaches to email marketing for small and medium organisations.
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‘Imagine for a second that you are the customer’ I think that this is the key to the successful email marketing campaign.
I am just a beginner and now I am at the testing phase. Your tips will really help me in future activity.
IMO, keep the following things in mind when starting email marketing campaigns:
- Understand/know your target customers
- Stay focused
- Create HTML emails, and use pictures wisely
- Make important things easy to learn
- Learn about how does a spam filter work? And how can entrepreneurs avoid getting their emails trapped?
Excellent article. As a virtual assistant I handle management of eNewsletters, stats & analysis for some of my clients. They are usually amazed with the results that come from engaging and connecting with their clients/customers through personalised email marketing. This article shows that there is more to it than just creating a ‘noisy’ eNewsletter and the results are well worth it.
Nice article – very useful tips. It shows that even sending an e-mail could be difficult, as far as its marketing effectiveness is concerned.
We had a tremendous response from the ACT! customer events where we discussed these pointers. A lot small businesses need this, want to do it, but don\’t know where to start – I suggest look at the newsletters or emails blast you recieve and determine which ones you like or don\’t like.
Email always is the main communication in digital world.
Use a good tool like Spread – email marketing software and service can make your business goes smoothly.
I have already used this professional web-based platform to maintain good relationship with clients. It\’s also works for explore new customers.