Seo And Online Marketing Advice: 7 More Tips To Improve Email Marketing Effectiveness

In our previous article we listed 7 top tips for more effective email marketing

. Continuing this theme we will explore 7 more tips, but with a deeper focus on engaging the consumer and continuing the online conversation with them.

1)Real Life Conversations In real life when a friend asks us a question, we answer. That answer then prompts the friend to respond in kind with another question or perhaps a statement, which we accordingly respond to as well. It should be the same with email marketing. When we send out numerous emails, each new email should be a modified version of the last, which somehow furthers a dialogue with the customer. Sending out the same email twice or even three times will not only prove ineffective, but will ultimately frustrate and anger the consumer. As an email marketer you should have a series of planned emails (a Messaging Arc) that each tell part of a bigger story, and incrementally further the conversation with you targeted group.

2)Emails Are Not Print Ads Do not crowbar print ad images and elaborate copy into your email. Make sure all visuals and writing are natural and tailored to the needs of your audience but crucially they should directly identify what the goal is, and what benefits the person on the other end of the email can get from you. These benefits are what should be front and center in your email.

3)Different Landing Pages Steer clear of a One Size Fits All mentality. Split up your target groups as necessary, and create specific landing pages for each group. These groups will appreciate this special treatment and the tailored landing pages ensure fewer barriers between them and conversion. A classic template to follow is simply distinguishing between new customers and existing customers. It is very easy to alienate your current customers by sending them emails that scream Welcome to the Company!; avoid this by creating distinct landing pages just for them.

4)Dont Stalk Your Customers Only contact them when you have something valuable to say. Pestering them with brand heavy material is not advisable. Information updates are always positive but use them tactfully and sparingly. This question of how often to contact your customers is one that should be answered by the customers themselves. Ask them how often they would like to receive news and information. Even if they decline altogether, they will appreciate the interaction and the consideration of their view.

5)Planning for Scanning Everything in your email should be designed to be scan read of digested within a couple seconds. Avoid block paragraphs at all costs, and be sure to make all text at least font size 12 for elderly or impaired eyes. Also, any images should not distract your gaze, but aid the flow of the email, and complement any message.

6)Last Visit Reminder From the offset in any follow up email; remind the customer of their previous commitments or interactions. Inform them that they are a part of something, and make the email chain an experience.

7)Test, Test, Test With all things there is no sure-fire remedy for success. Email marketing has some innovative measurements to identify certain successes and these should be most definitely be used to test what works for you and your customers.

by: Domenic Carlson

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