Benefitting from Email Marketing

by Gary on October 28, 2008 · 13 comments

in SEO

To be honest whenever I hear the term email marketing one of the first things that enter my mind is the word “SPAM”. Perhaps, for this very reason, legit businesses are shying away from email marketing. However email marketing is actually different from spamming and not using it as part of your marketing campaign could prove to be a mistake because it does bring results and is one of the cheapest marketing strategies available.

So how can one benefit from email marketing?

  1. Determine your target audience. Though sending mass emails indiscriminately can get some people’s attention we all know that this is spamming, and that is a big NO. The most effective people to email would be existing customers/subscribers. Referred leads are also good targets of email marketing. Remember though that whether you email existing customers or potential clients you should ALWAYS put an easy way for people to unsubscribe from the mailing list.
  2. Make sure the email gets noticed. You do this by thinking of an effective subject line. It is best to always put the company/website name of the subject line to let the recipient know who the email is from at a glance. Put the most important info on the subject line but make sure you keep it short. DO NOT use subjects such as “Phoenixrealm SEO Email #21” because not only does it look boring but it also doesn’t give any indication as to the content of the email.
  3. Make sure that the emails have content that are of value to the subscribers. If you keep on sending plain ads chances are even your loyal subscribers will start to just delete your emails. Stuff you can include emails would be important announcements regarding new things on your website, exclusive promo codes, industry news, informative articles, and even birthday greetings.
  4. Organise the info. People don’t always read the entire email so make sure you place the most important information you want conveyed at the start of the email. If you’re sending an image make sure you still put at least a short text content before the image to get the attention of people whose email service automatically block images from being viewed so that they will want to manually see the image at least.
  5. Have a call to action. Remember this is email MARKETING. Your end goal is to get conversions. To do this your email should contain phrases that will get people to do what you want which, in this case, is to click on a link. Be creative with the anchor text of the link to encourage people to click on it.

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  • Jeanine Naviaux

    I have put a lot of time and effort into the website but I know things are missing but I can’t tell what. I have tooked at it too many times to figure it out. Whe you fresh eyes, please net me know what I need to know to imporprove.

    I really appreciate it!
    Jeanine Naviaux

  • David Kamatoy

    Nice article on email marketing. We have a brand of email marketing called Aa href=”htttp://jugglemail.com”>www.jugglemail.com and one of the most challenging things to communicate is that email marketing should be a balance of “benefit marketing.” The most successful open rates were recently tip emails, video emails and in the past discount emails with some content and a coupon.

    We are launching an affiliate program we should talk sometime. I love what your doing. Are you doing much blog work?

  • Pingback: Creativity,Marketing and Innovation » Blog Archive » Benefitting from Email Marketing

  • Dominique Hind

    I am really interested in email marketing and have been doing some analysis on what the big Australian supermarkets are doing. Here are a couple of post that I have written about email marketing.

    http://dominiquehind.wordpress.com/2008/09/19/what-when-retailers-send-emails-tesco-coles-aldi/
    http://dominiquehind.wordpress.com/2008/09/09/coles-supermarket-great-email-communications-templates/

    I have written another post to go live in the next couple of days on what the major US retailers are doing to ensure all subscribers can see the HTML version of the email.

    I think this is a really interesting space and retailers really need to own it with the hardtimes that are coming.

    I would be interested in your thoughts about my posts.

  • Armen Shirvanian

    E-mail marketing sure could be appropriately used for informing individuals about a product that hasn’t been marketed by e-mail much. One that is commonly marketed by e-mail might be perceived as spam by more individuals before the e-mails are read. An effective subject line would include the company, as said here, so that the individual checks it to see that there is an organization behind the material.

  • Mumtaz Ali

    hi, this is mumtaz from Delhi, India. now a days there are 90-95% customers who surf their needs through net. That’s why it’s necessary for us to be listed on a web to grab such a big online marketing.

  • martha

    That’s true that lots of bulk emails are considered as spam and people ignore them. I get around 10-25 spam mails and I ignore them.
    These are really nice tips and are helpful for email marketing make increasing the conversion rate.
    There is also a spam content checker tool which checks the spam level of the message. This is also useful.
    Thanks for sharing the tips.

    • Simon – Make Money Blogging

      Definitely agree with that – as soon as I see em, I just permanently delete them.
      I’m starting my own email list soon though, so we’ll see how that works out

      • Gary

        Hope it goes well for you. Good luck!

  • Jacques Snyman

    Email marketing needs to be highly targeted and presented in an attractive manner if you wish to progress beyond the SPAM response when your mail is received. Generally a subscribed to mailing list is more effective than a free for all approach.

  • KevinMilton

    Hi Nice Blog .Google will separately index that resource, but it will not yet be considered to be part of the content in your Flash file?

  • Mark

    You have written everything required to market your website or service, through e-mail marketing. But I think still it requires a bit of luck, because most of the mails go to spam. You have to keep your fingers crossed. And even if, it does not go to spam, there is a very little change that people are going to open and read it. The conversation rate is very low. But it does not require much time, thats why people still send mails.

  • David Kamatoy

    I agree. Those who take the time to make A/B Testing part of their process have usually surprising results at first.

    We did one where we actually took away the logo and banner and it tested better. It looked less snazzy and therefore less spammy.

    http://www.DavidKamaatoy.com
    http://www.Jugglemail.com