Successful Email Marketing

Successful Email Marketing

With virtually every U.S. business and 97% of households
using email regularly, email campaigns are becoming a larger
part of any marketer’s toolbox. However, for a beginner, getting
started can be intimidating. We offer the following tips as a
starting point.

Increasing your delivery rate

Quality email list
Only use emails from a reputable supplier. All of our email
addresses are permission based and our lists are updated
each month.
Make sure it gets delivered
Find out who the Email Service Provider (ESP) is, anyone can
send emails, but not everyone can get to the inbox.
Follow the rules
Don’t misrepresent the content of your email. Make sure your
subject line and content match each other. Spam laws are
constantly changing so consulting with an email expert when
starting a new campaign is always a good idea.
Testing 1,2,3
Always test your email campaign before sending the entire file.
Create accounts with different email providers such as Gmail®,
Yahoo! ®, Hotmail®, and AOL®. Take note of problems with
spam filters as well as how well your email is displayed.

Increasing your open rate

Create a compelling subject line
Create a subject line that demands to be opened. One method
is to call attention to your email by including a time restriction in
your subject line. “All floral arrangements on sale this week
only,” encourages immediate action because the reader might
miss out if they do not open it now. The subject line should not
be misleading or vague and should correlate directly to the
content of the message. Limit your subject line to no more than
50 characters or some of it may be cut off.
Test, test and test again
Whether it is the subject line, the offer, the day of the week, or
the time of the day find out what your prospects are
responding to and go with it. But remember, don’t get stagnate,
continue to test and try different things.
Multiple touches are important
One and done campaigns can be a quick lift, but hitting a
customer multiple times can create a better brand awareness.
This can help with future sales as well.
Don’t send email too often
While the hallmark of a good campaign is repetition, too much
of a good thing is, well, a bad thing. Receiving multiple emails
from the same company in one week can be annoying and
lead to lower open rates.

Get the most out of emails
that are opened

Make sure everyone can read it
Send a text version of your email along with the HTML. Some
people set up their email preferences to avoid images and
HTML versions of email. Make sure the text is well organized
and readable.
Place your call to action above the fold
Use the top two to four inches of your email effectively. Items to
include: call to action, headline, company name and website
navigation. Items that do not appear in this window may not be
seen by the recipient if they don’t fully open the message. This
could cause the campaign to perform poorly. Your call to action
can be a form for the people to fill out, a button to take them to
your website or phone number for them to call.
Write compelling copy
Make sure that you give people a reason to respond to your
offer. People should not read your email and ask themselves,
“What’s in it for me?” Make it clear upfront what your offer is
any why they should respond.
For more detailed information,
speak to one of our email experts.

Successful Email Marketing

Backup your content with good graphics
Most good emails contain at least one graphical element.
Breaking up text makes reading emails easier. Make sure your
graphics are relevant to your offer but are not overwhelming.
Ideally you want a 60/40 text to image ratio. For example, if
you’re advertising flower arrangement specials for Mother’s
Day, include an image of a smiling woman holding a bouquet.

Preplanning goes a long way

Focus what you want to achieve
Before writing copy or drafting a layout, first outline your
objective for this email. Do you want to generate traffic to your
website? Encourage people to call into your sales reps? Get
users to sing up for your newsletter? Set a goal and make sure
your email goes toward achieving it.
Write scanable text
Just like websites, people tend to skip over text in emails. Keep
your text short and concise. Limit paragraphs to 1 – 3 short
sentences and use bullet points when possible. Above all,
remember you only have a few seconds to grab people’s
Proofread your work

You’ve written some great copy that outlines your offer and
why readers should respond. Now make sure that mistakes in
spelling or grammar don’t turn away potential sales. Re-read
your message or have a co-worker proofread your copy.

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