Over the past few years, research has continued to prove the benefits of e-mail marketing for business: low costs, high conversion rates and detailed tracking are all notable features. 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 the majority of people who receive permission-based e-mails open, on average, 78% of them.
Jupiter Research reports effective email marketing campaigns can produce nine times the revenues and 18 times the profits of broadcast mailings. But crafting 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:
1. Spam! Spam! Spam! I dont need any Viagra!
The average consumer receives more than 300 emails a week, 62% of which are spam. No wonder theres 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 major 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 important, tactic is to make sure your email marketing service provider has a good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers inboxes, not their junk mail folders. When choosing 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 an increasing concern among email marketers, especially since several companies and web-based email providers now block graphics as a measure to combat spam. In fact, according to ClickZ, 40% of email marketing messages delivered to inboxes are broken.
This was actually something that came up during Eliteweb.ccs beta-testing phases, as we had a client in the Canadian Government whose recipients were mostly using highly secure email programs. The solution we came up has now become one of our key competitive advantages.
What Eliteweb.cc does is it publishes every single email marketing campaign sent 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). 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 likely 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 youre 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 its a good 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. Great. But wheres the sale Theres good news here. For one, consumers are increasingly likely 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 information, then purchased the product at a later time. Second, online couponing is booming: 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.
Theres no need to fret if your company doesnt 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 increased 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 tool in effective CRM, and its about time more businesses recognize that. First off, if your providers email services for business do not include detailed, real-time tracking, youre getting a raw deal. Real-time tracking is now an industry standard, and its highly valuable, as it allows 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 improve your communications efforts, so each campaign performs better than the last (several email service providers also let you compare the performance of your campaigns).
But many 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 theyre flying blind. WebTrends says the low confidence comes from a lack of knowledge when it comes to measurement, which means theres still a lot of work to be done.
In email marketing, a blind shot wont take you very far. But if you aim properly by following these essential rules of play, you should soon be reaping the same major results as so many online and offline businesses.
Robert Burko is the president and founder of , a web portal that provides Fortune 500 solutions for small and medium-sized businesses. Eliteweb.ccs program is optimized for all the above tips.
It sure is a big responsibility to be in charge of the company Email Newsletter. Once a week you, and only you, are responsible to carefully craft an email marketing message and get it out to all of your sacred e-newsletter subscribers.
You take the job seriously and get started early in the week. You want this email message to be really great. The company is counting on you! Your email marketing campaign is one of your employers core marketing activities.
1. It is Wednesday. You take the afternoon and carefully craft the weekly company email message.
2. It is Thursday. You spell check the weekly company email message.
3. It is Friday. You ask your marketing buddy across the office to proof the weekly company email message. You dont want to embarrass yourself with grammatical errors or an article that does not make sense!
4. It is Saturday. You sleep on it and are confident the weekly company email message is ready to go.
5. It is Sunday. You take the day off and have a really great afternoon with your boyfriend. You are worry free! Your weekly company email message is all put to bed and ready to go.
6. You wake up early on Monday morning, get to the office and login into your Email List Management service and get your weekly company email message all queued up.
7. You press send and watch your weekly company email message go into cyberspace. Oh, goody! you exclaim. Think of all the business I am going to bring into the company with this carefully crafted email marketing message!
8. It is Monday, one second later. A subscriber receives the weekly company email message in their inbox.
9. It is Monday, two seconds later. Your subscriber looks at the FROM field.
10. It is Monday, three seconds later. Your subscriber seems perplexed. Hmmm, who is Mary Franklin they think.
11. It is Monday, four seconds later. Your subscriber takes a deep breath, says, Never heard of her, and presses the delete button.
12. It is Monday, five seconds later. You are in a meeting with your new boss. You yelp, grab your butt and scream, I think I just got stung by a bee!
You did. And you let it out and you painted the target on your hiney.
Your name might mean something to you but your email list subscribers probably have no idea who you are and will freak out when they see a strange email in their inbox from some gal named Mary Franklin.
If you are Anthony Robbins you can get away with it.
Since I assume you:
-have never walked on fire
-are not almost seven feet tall and
-dont have a huge toothy grin
You dont qualify to put your name in the From field of your weekly company email marketing messages.
Think about it from your subscribers point of view.
-They subscribed to an email list from your company.
-They expect to receive a message from your company.
Instead they receive a message from someone named Mary Franklin. Someone they have never heard of, never met, never seen, and is not mentioned in any literature that belongs to the company.
I think the only logical reaction would be to press the delete button. Wouldnt you do the same thing
Here are some suggestions for a FROM field that will mean something to your email list subscribers:
-Your company name and URL (Hey, you can put anything you want in here, so the clearer the better).
-The name of your periodic mailing (only if it is well- branded).
-Your company name AND the name of your periodic mailing.
Keep your name to yourself. I hate to bruise your ego, but no one cares if a message comes from you expect people who know you.
Feeling like you have a few swollen, red bumps on your rear
Go check your FROM Field.
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Copyright Joan Pasay - 2005