A Carefully Managed Email Marketing Campaign Is The Only One Worth Doing

Email marketing is among one of the most effective tools in the online marketing

arsenal but unless they're properly managed, email marketing campaigns can be so much wasted effort. They can even be pretty counterproductive if not done carefully.

One fundamental aspect of an email marketing campaign that needs to be carefully managed is making sure that your emails only go to the people it's supposed to. Which means it only goes to the people who want it - who've given their consent to receive your messages at some point or another.

Unsolicited email marketing is known as "Spam" and it's one of the most irritating things about the internet. Even if you're not selling products as questionable as penile enhancements/extensions, health supplements or prescription pharmaceuticals, if they didn't say they were happy to get your emails then you'll still be regarded as "spam" by the user. They probably won't bother to read your mail before deleting it - and the next time they come across your brand, their opinion will probably be less than improved by your attempt.

So, you need to have a clear database of "subscribers" for your marketing campaign. By extension, you also need to make sure that you have an easy method for these people to "unsubscribe" from your campaign. In fact this is to some extent legally required (at the very least by private policy) so it's pretty important. Linking your email marketing system to an online form - and providing a link to said form in your messages - will allow you to manage your subscribers automatically with a minimum of effort.

Then there's the challenge of making sure that you're getting the desired ROI (Return of Investment) from your email activity. It may only cost something on the order of pennies to send out a thousand emails - but as clichd as it's become, time really is money and if your messages aren't having any benefit, then there's no point in wasting either sending them out.

Two things come in handy here. The first is a data collection - or "analytics" - package for managing your email marketing. This software can track just how effective your campaign is, providing a wealth of research data that you can use to see if you're having any sort of impact with your campaign. It can track which links in your emails get the highest click-through rate, which of them result in the highest conversion rate (clicking through then purchasing for example), how long people spend reading your messages on average before leaving the message, how many don't get read at all by choice - and crucially how many don't get read at all because users never see them. Here's where the second thing comes in.

Most email providers - and most users too - have some sort of spam filter to screen out the most annoying, repeat "junk mail" messages automatically. Before the user even sees it. If you're not careful - if you use certain phrases that are identified by the programmes as likely spam phrases ("Make $$$ in your spare time", or "prescription drugs"...) then they could be screened. Computers rarely understand context.

Other flags can be raised by the way you send out your messages, or by the content you put in them - there's a lot of different factors. There has to be or the spammers would just work around them. Anyway, with an effective management system you can screen your own campaign messages to make sure that your messages don't get flagged as spam by automatic programmes. Also it wouldn't hurt to drop a reminder to your subscribers that they could add you to the "safe senders" list...

by: Michael Brandom

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