Over the past ten years email marketing campaigns have changed dramatically. In the past, companies would blast mass emails out and fill up email boxes with unsolicited bulk messages referred to as, “SPAM”. Consumers and email providers have gotten smarter over the years and have learned to block SPAM email with Spam filters and other security features. Also, many regulations like the CAN-SPAM Act have been put in place to help prevent SPAM.
WHO do you send emails to?
- Customers who have already purchased a product or service from you
- Customers who visited your website and filled out a form
- Customers who were brought to a landing page from other marketing or advertising and marketing campaigns and filled out a form. Such campaigns include:
- paid search
- direct mail
- television commercials
- radio spots
- print advertising
WHAT type of email do you send?
- Postcard Emails (Transactional) usually have an important announcement coupled with a special offer with one call-to-action. This type of email requires the consumer to take a specific action, whether it is to purchase, download or sign up for a product or service.
- Newsletter Emails (Informative and Transactional) are primarily for branding purposes and staying connected to you customer base by offering them information specific to your company and industry. Newsletters can contain call-to-actions, but they should not be the driving force of the campaign or the basis of success measurement.
- Catalog Emails (Transactional) are specifically designed to promote the purchase of the products within the catalog. Catalog emails are usually sent out on a consistent basis based on your products life cycle, monthly, quarterly, semi-annually or annually.
- Trigger Emails (Informative and Transactional) are emails that are automated based on specific consumers actions. Actions that trigger emails can include a download, a purchase or even a non-action like being inactive for a specific time period. Many email management tools have trigger email capabilities, so it is important to find the best one to fit your company’s needs. There is so much to say about Trigger emails so we will cover them in more detail towards the end.
- Personalized Message
- Compelling Subject line - not containing SPAM trigger words like, Free, Act Now, 50% off, etc.
- MarketingProfs.com has a list of over 100 words you should not use.
- An Unsubscribe Link must be included
- A Forward to a Friend Link, that can help add new members to your database
WHEN is the best time to send your emails?
- First thing in the morning around 8 AM: usually people get to work and have a chance to read their emails at this time
- Around noon, another time people have a break and tend to check their emails
- Around 4 PM, as people are wrapping up their work day or for receipt as they arrive home from work and check their email.
WHERE do you send your emails from?
- Does the provider comply with CAN-SPAM laws?
- Are they reputable?
- Can you upload your own HTML emails?
- How extensive is the reporting and does it cover the metrics that you need?
- Does it allow you to set-up trigger based emails if you need them?
- Will your emails be sent using a unique IP or shared IP?
- How do they handle SPAM complaints if it is using a shared IP? You don’t want someone else’s SPAM complaints getting you penalized because you are both using the same shared IP.
- If you use a CRM, is the email management tool compatible or better yet, fully integratible? For instance Salesforce CRM is fully Integrated with many e-mail manager tools including BridgeMail (the email management platform we use at Bayshore Solutions).
- What is the cost associated with email sends, is there a contract and does it fit your budget?
HOW do you measure email campaign success?
- Hard and Soft Bounces
- Open Rate
- Click-Through Rate
- What links within an email a consumer clicked on
- Initial Contact with a new prospect
- Up-sell and Cross-sell opportunities
- Customer Feedback campaigns
- Shopping cart abandonment programs
- Customer Revival programs
- and more
- What are the factors that will trigger emails?
- Who get’s a trigger email?
- How often should one person get a trigger email?
- What are the trigger emails supposed to accomplish?
- What special offers will be included in the trigger emails?
- Which Email Management Tool will be used to distribute the trigger-based emails?
- Which CRM tool will be used to track actions?
- Which Analytics Tool will be used to track the website traffic?
- Integrate all tools for complete trackability
- Design and develop the email’s HTML design and content
- Upload Trigger Campaigns to you Email Management System
- Launch Campaign
- Update Specials and Email Designs as often as you’d like
Bayshore Solutions manages successful e-mail marketing strategies for our clients. Contact us to learn more about how we can help you achieve significant measurable results with your e-mail and online marketing.