eNewsletters
eNewsletters
“Once the site was completed, they provided the
"technical know how" to get us registered with all the
key search engines.”
- Richard P. Dacri, President
Dacri & Associates
2008 - 2016 For using permission-based email marketing to drive business. Communicating clearly and regularly with customers and members who have displayed genuine interest in hearing us! For maintaining sound permission-based email marketing and list management best practices. |
Direct marketing via eNewsletters or eMail
Blasts can be a
cost-effective way to establish a one-to-one
personal relationship with your customers.
A direct eMarketing message can be designed to make
an instant sale, open a dialogue between the
potential customer and your business or simply
inform your customers about your many products and
services.
At IMS-21 we know you only have 51 seconds to engage
a reader in your eNewsletter and that only 19% will
actually read the entire eNewsletter. We know that
69% are at work and will scan your e-Newsletter and
that 59% will have their image blocking enabled.
The "subject line" is critical and must be short, quick,
easy to understand with an offer that people want
and not contain buzz words that will place it in the
junk mail folder. A large percentage of readers only
view the top 2 lines of text in their Preview Pane
so we best get right to the point.
We know with 59% of viewers having images blocked,
unless specifically enabled, each image needs an alt
tag. Relying on image only eNewsletters is flawed.
Four ingredients must be coordinated to design and
implement a highly successful direct marketing
campaign.
1. Cultivate your e mail database via an “Opt In”
list
2. Make a targeted offer
3. Create a properly designed piece with great
("dazzling") copy and proper images
4. Delivered at the right time ("timing is
everything")
Opt In List: We only recommend
clients use an “opt in” database of in-house names
and names they can gather from there web site. SPAM
is a 4 letter word and one we never want ourselves
or our clients accused of. Further, if you do
purchase lists and you are accused of SPAM you risk
having your site banned from entire domains!
The Offer: Unless your project
goals are simply to provide product awareness (and
that can be a worthy goal), you must make an offer.
You have heard of WIIFM (What’s In It For Me). As
hard as it is for most in "the business" to believe,
relatively few people know who you are, and fewer
are motivated to pick up the phone and purchase your
product right now. You need an incentive to move
your e mail from “trash bin” to the "do now" action
item. The secret is choosing the right offer for
your target market at the right time.
The Subject & Copy: The goal is to
make recipients open your e mail and visit your web
site. The “Subject” must be compelling and action
oriented. Speaking of action… A call to action must
exist, preferably with web pages designed to make
the consumer take action.
Timing: An offer made too early, or
too late will not work.
Hard Work and Time
There is no magic pixie dust to sprinkle on the email
list to acheive results. It simply requires following
well-publicized best practices, including:
Obtaining
subscriber permission
Authenticating
your emails
Performing
regular list hygiene
Minimizing spam
complaints
Actively
monitoring and managing your sender reputation
Immediately
removing hard bounces, unsubscribe requests and spam
complaints
Eliminating
coding errors
Checking for and
removing spammy-looking content and design approaches
(e.g., single large images) that may get your messages
blocked or filtered.