The Objectives Of Email Marketing
I have met many people who have utilized email marketing for a vast array of reasons
but what are the primary objectives of any email marketing campaign? There are only a few and I will list them below. If you don't find your typical email marketing objectives in the list please feel free to comment and add them but in the end this is the basic list and the basic objectives of most email marketing campaigns.
To Build A List
In order to get your message out to more and more people you need to use techniques that will build your email address list. There are many ways to build an email list but one of the most used ways to build an email list is by capturing them through interaction with your website.
For instance, a dental practice that utilizes services related to
email marketing for dentists is promised a website that is strategically geared towards compelling visitors to register for something of value to them. As an example a dentist could offer a free report related to dentistry, an update on trends in the dental industry or even offer a special discount on certain dental services who 'suggest a friend' to their website or services.
In the end the objective of an email marketing campaign in the case above would be to build a list of email address of potential patients and continue to send them updates about your services or products, specials, reports, discounts or even nicely crafted emails that seem directed especially at them like a 'Happy Holidays' email message.
Make Customers Come Back To Your Website
Briefly touched upon above, another important aspect of email marketing iscompellingyour visitors to continue coming back to your website.
Each and every email campaign that is sent out should be crafted in such a way as to compel the reader to click your main link and visit your website.
Where they land is important too. If you'd like to showcase a video on the landing page go ahead and do so but don't ever leave your visitors staring into a blank screen. Again, offer them something like a special or give them the opportunity to once again 'send to friend' which again builds more traffic to your website and increases the chances of gaining new customers.
Let Everyone Get Your Message
If you have 3000 customers to send email messages to and only 30 of them can view your message properly you've got one big problem. This message is clear so I won't expand upon it further other than to offer you information related to properly coding your email messages to ensure the maximum opens and cilck-through rates in most if not all email clients.
Analyse the Data
I don't need to expand too much on reports. If you've already contemplated sending out email marketing messages to your user base yourobviouslyaware of the resulting reports of your send.
The most I can mention regarding reports is don't just let the information sit there on your desktop waiting for you to delete it. Look into your reports, analyze the data, figure out why opens are or aren't happening. Research why your click-through rates have sky-rocketed or hit the ground. Then change and enhance and change and enhance again.
Finding the right mix when it comes to properly formating an email message for maximum click-through rates and finally into conversions isn't as easy as it sounds. Persevere and in the end you'll reap results. Aside from the the typical strategies that do work, a successful email marketing campaign also involves instinct and an inherent sense of human nature too.
Do Not Spam
It might sound strange that a 'Do Not' could actually be an objective but when it comes to email marketing you absolutely have to make sure you do not spam.
That involves taking all thenecessarysteps to avoid looking and acting like a spam message (and thus ruining your reputation) sender. The list of things involved in ensuring your email messages gets into your members inbox, opened, clicked and performing some of the action I stated above is quite extensive to list here but it's quite easy finding information on the web related toanti-spamming your messages and keeping your email messages off of the dreaded
block lists.
There are thousands upon thousands of related pieces of information scattered across the internet related to techniques, tactics and email marketing strategies and I highly advise you to continue reading as much of it as you can. My list was a preliminary for you. The more advanced email marketers out there wouldn't really debate the points I've made but they'd surely expand much more deeply upon them.
Now that the basic objectives of email marketing is out of the way I advise you to read this article again and start exploring the different facets of each of the steps. Doing so will only perfect and refine your email marketing art and most importantly if you follow the steps above you'll be providing your email user base with a good user experience of which we know is of the utmost importance to any successful email marketing campaign.
The Objectives Of Email Marketing
By: Dave Lauretti
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