Email marketing can offer unprecedented returns on investment.
Direct response marketing is a very powerful strategy for reaching your target audience and soliciting a controlled & tracked response. When email marketing is carefully considered as a component of this strategy it produces a number of quantifiable advantages. The advertiser can accelerate the number of responses while maintaining more manageable marketing costs. The response time from marketing concept to demonstrable results is significantly shortened. The company can re-act more quickly to the results, whether they are positive or negative.
In the last few years, consumers have been desensitized by the large quantity of unsolicited SPAM emails they receive. In fact, as much as 47% of the emails an individual receives will be unsolicited SPAM emails. Because of the large volumes of SPAM on the internet, a number of users will always see your message as a SPAM. If you are beginning an email marketing campaign, it is imperative that you understand the differences between email marketing & spam, so you can protect your brand and maximize your reach.
To help improve the success of your email marketing campaign, we’ve created the following checklist of differences:
Get Permission: Before sending an email marketing piece to a potential customer, get their permission. The permission of the recipient is the biggest difference between email marketing & SPAM.
Valuable Content: SPAM typically adds little value to the reader beyond the sales opportunity. The more value you can infuse into your email content, the less likely it will be seen as SPAM. Industry news, independent product reviews, & even jokes can all be seen as valuable to your customer, which will make them want to open your emails again & again.
Proper Content: Full page images, attachments, and unsafe URLs are inappropriate in email marketing campaigns. When possible it is most effective to send your email marketing material in a plain text email with a simple message and one link back to your website to take action. However, studies have shown that a well designed email that incorporates text and images can have a stronger impact on your brand. Balancing simplicity & design to produce proper content is the greatest challenge of any email marketing campaign.
Content Filters: Email providers maintain large lists of words or phrases that are commonly used by spammers. Topics like mortgages, medicine, and sex should be avoided in email subject lines because they increase the chances of being labeled a spammer & will likely be filtered out by the email provider.
Maintain Your Email List: Remove any email addresses that repeatedly result in a permanent failure. If a large percentage of your emails fail, the internet service provider or email host may blacklist you as a spammer.
Can-Spam Compliance: Failure to meet Can-Spam compliance measures can result in stiff fines & penalties which could quickly exceed the several thousand dollar mark. In one case in 2008, a company was fined $40,000 for sending 50,000 holiday cards to their customers. This fine could have been avoided by following these simple rules.
- Only send emails to customers who have “requested” information from your company
- Allow your recipients to PERMANENTLY Opt-Out of your email marketing
- Always include your physical address so the recipients can find and contact you if necessary
- If your email is strictly and ad, tell the recipient in the subject line
- Never mask you sending email address
- Work only with reputable bulk email vendors
Mission Partners has guided several companies through the process of establishing impactful email marketing campaigns. Our approach to simplistic design, targeted responses, and compliance with Can-Spam guidelines have lead to highly profitable direct response & email marketing strategies for our customers. If you want to consistently get in front of your prospects and customers and move them to action, contact us today to schedule an appointment with one of our consultants.