How To Achieve Email Marketing Success With An Interactive Marketing Agency

Producing a successful email marketing campaign means so much more than simply sending out an email to as many customers and prospects in a database

. It takes strategy, planning, and well thought out messages in order to truly achieve on-going success in email marketing campaigns. Additionally, hiring an interactive marketing agency is incredibly valuable to get an expert's assistance with making the most out of every email that leaves the office.

Revive Email Marketing Campaigns With The Basics

Assuming a compelling message has already been developed, the next step is to revisit the basics of email marketing. With the help of an interactive marketing agency, it is possible to adjust key components of an email marketing campaign to achieve greater success and customer engagement. While it may seem elementary, giving the attention to detail required to the basic email components can mean the difference between a successful campaign and an email that doesn't get opened.

Start at the top and review subject lines. Subject lines are essential to engaging email recipients and getting the open rate to shoot through the roof. A subject line that truly grabs readers should be developed after the email is written. Once the email is developed, take the time to garner the essence of the message and use that to create a compelling call to action that get emails opened. Hiring an interactive marketing agency will ensure a professional eye on the subject line and give emails the perfect wrapping to entice readers to open and learn more.

For example -- which subject line would make you want to open the email and read the information?

1. New Sales & Marketing Offering! or

2. Need More Advertising Value From Your Marketing Partner?

Once a subject line is developed that reaches out and grabs attention, it is time to focus on alt tags. These are the descriptors to every image within the email, and they cannot be overlooked. More often than not, emails are received without the images displaying which means that a good majority of readers don't immediately see the images in the email message. To combat this, give every image a descriptive and persuasive alt tag so that even if the image is never rendered the message is still delivered.

Next, customize pre-header text. This text is another way to deliver a message. Too often it is looked at as merely a time to say "If you can not read this email, click here to view it online." Instead, grab hold of this opportunity to capitalize on all the email real estate available. Include the call to action, promotion, or great deal that is at the heart of the message and watch the response rate soar.

Extend Audiences With An Interactive Marketing Agency

An additional key to success that is often overlooked is growing the audience receiving emails. The message may be enticing and the strategy fine-tuned, but if it only reaches five people then the goal will surely fall short. To avoid this

a. Make opt-in features simple in every online communication sent;

b. Don't require the equivalent of a bank loan application of information -- keep it to essential information (name and email address) so people are not discouraged by the time it will take to sign up;

c. Grab attention with calls to action; and

d. Most importantly, simply thank people. Building loyalty is essential to retaining customers and a little bit of good manners will go a long way.

Visual Clarity, Compelling Messages And Interactivity For Success

Interactive marketing agencies have extensive design experience to guarantee a visually pleasing email campaign that will grab readers from the first moment. That first impression is key in a constantly dynamic world, so it is of absolute necessity that the design is precise, the message is relevant and compelling to the audience, and there are interactive elements to keep readers engaged. For instance, consider adding a poll to help readers become active in the message. Not only will it keep people engaged, but it also is a great tool for learning more about readers and their needs.

The Job Is Not Done Just Because It Is 'Sent'

All too often companies hit send and never look back. It is essential to review the email and other online data to learn as much as possible about customers, online usage, and email responses. An interactive marketing agency is a key component to learning how to understand the data and making good use of it in future email marketing strategy decisions.

by: Chris Harmen

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