How To Build Winning Email Marketing Campaigns

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...costs.
Consumers are 69% more likely to be influenced by word-of-mouth recommendations.

Not just email
Make the most of other touchpoints.
Supporting call-centres with email generates warmer leads and happier customers.

Reminders
Sending email reminders is more cost-effective than post.

Email Design
Consumers receive about 104 emails daily.
Thus maximize the 2 seconds before recipients delete or push the junk button.

Here's some email design tips:
- Remember to design for preview panes.
- Ensure uncluttered templates.
- The top of emails aren't just for pretty pictures.
- Too...

...many images and not enough text?
- It's not a webpage so Flash/ JavaScript etc. cause problems.
- Some email clients do not support stylesheets.

Review

What is your average open rate?

Industry averages are around 30%. I have even seen businesses achieve 70% for some campaigns but others 2%. Research shows it's the same people that always open your emails.

It's not about tweaking what you're already doing. It's about re-engaging with non-openers about 70% of your list.
List your communications by type and message and map your customer lifecycle. What are the stages, buying processes, entry, exit and customer touchpoints?

Do these correspond to your frequency and message type?

Review what worked to improve future campaigns.

Finally:

Here's some do and don't to achieve desired results:

Do
- consider what recipients want to receive, not what you want to send them.
- Send at relevant times.
- remind recipients why they are receiving messages.

Do not
- send emails for the sake of it.
- make subject lines too long.
- crowd key messages.

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