5 Major Tips For More Effective Email Marketing

Why Email Marketing?

In recent years, research has continued to prove the benefits of e-mail marketing for business: low costs, high conversion rates and detailed tracking are all noteworthy characteristics. But e-mail marketing is becoming much more than just a tool for spammers and e-businesses. Consumers are becoming increasingly savvy on the differences between spam and permission-based emails, and more and more of them are accepting permission-based e-mail marketing as a positive replacement for direct mail.

The best news is that most people who receive permission-based e-mails open, on average, 78% of them.

Jupiter Research reports effective email marketing campaigns can create nine times the revenues and 18 times the profits of broadcast mailings. But creating an effective business email is both an art and a science. Here is a list of factors, potential problems and effective solutions to keep in mind:

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5 Major Tips for Becoming More Effective

1. Do not spam! I don't need any Viagra!
The average customer receives more than 300 emails a week, 62% of which are spam. No wonder there's such hostility towards the industry. But spam filters, bulk folders and "report spam" features are helping consumers become more at ease about the perils of spam. While 89% of users cited spam as a main concern in 2003, that number dropped to 85% in 2004, proportionally to an increase in the use of spam-fighting tools.

So as a permission-based business email marketer, what can you do? One tip is to remind your subscribers to add you to their "safe senders" list. The second, and most significant, tactic is to make sure your email marketing service provider has a good relationship with ISPs. This will guarantee that your email marketing campaigns go into your subscribers' inboxes, not their junk mail folders. When selecting an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of Can-Spam.

2. Images and formatting: Why do my emails look broken?
Broken email campaigns are a growing concern among email marketers, especially since several companies and web-based email providers now block graphics as a measure to fight spam. In fact, according to ClickZ, 40% of email marketing messages delivered to inboxes are "broken."

So what's the answer? Some email marketing programs publish all your sent email campaigns to a secure location on the web (a location only original recipients of the email can access, thanks to encrypted technology that automatically authenticates the user). In some programs, the technology also ensures you can track your users' behaviors, even if they are reading your email campaign at the secure web location.

3. Personalization and relevant content: In a business e-mail, one size does not fit all.
In a recent study by DoubleClick, email users were 72% more inclined to respond to a business e-mail if its content was based on the interests they had specified. That number points out the absolute importance of allowing users to choose their own interest groups and have control over which business e-mails they receive. The most popular interest categories, according to the study, are coupons and household goods.

But you're coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to open a business email is the name in the "from" field. So it's a nice idea to make sure your company name is clearly stated there. Another major factor is the "subject" line. Users cite discount offers and interesting news as the most compelling subject lines, followed by new product announcements and free shipping offers.

4. Click-through and conversion: Show me the money!
So the user has opened your email and read the content. Dandy. But where's the sale? There's good news here. For one, consumers are increasingly apt to make purchases as a direct result of a business email campaign. One-third of users in the DoubleClick study had purchased something by clicking a link on an email. Another 42% clicked on an email link for more info, then purchased the product at a later time. Second, online couponing is flourishing: 73% of consumers have redeemed an online coupon for an online purchase, and 59% have redeemed an online coupon offline.

In terms of industries, the top performers are travel, hardware/software, electronics, apparel, food, home furnishings, gifts/flowers and sporting goods. All companies sending business emails in those categories said between 71% and 80% of recipients have purchased their products because of an email campaign.

There's no need to worry if your company doesn't fit in to one of those industries. The overall landscape for email marketing conversions is looking brighter every day. The average click-to-purchase rate has grown nearly 30% since 2004 and the average orders-per-email-delivered rate has increased more than 18% since last year.

5. Stats tracking: Who are my real consumers?
E-mail marketing is an increasingly popular instrument in effective CRM, and it's about time more businesses recognize that. First off, if your provider's email services for business do not include detailed, real-time tracking, you're getting a raw deal. Real-time tracking is now an industry standard, and it's highly valuable, as it enables you to see the exact moment a user opens your campaign, clicks on your link and makes that purchase. Studying your users can help you better your communications endeavors, so each campaign performs better than the last (several email service providers also let you compare the performance of your campaigns).

But a number of marketers are still in the dark. According to a recent WebTrends research, only 5% of marketers are very confident in the measurement of their online marketing efforts, while 26% admit they're "flying blind." WebTrends says the low confidence comes from a lack of knowledge when it comes to measurement, which means there's still a lot of work to be done.

In email marketing, a blind shot won't take you very far. But if you aim properly by following these all important rules of play, you should soon be enjoying the same major results as so many online and offline businesses.

Randy Baker