How to Create Effective Email Programs that Sell
By Michael Fleischner With the advent of auto-responders, more detailed tracking, and sophisticated techniques, email marketing is alive and well. I still find email to provide one of the highest conversion rates in my marketing mix, simple by following a few basic rules. First and foremost, build a house list. Emails addresses you collect on your own via your own website receive the highest open and click-through rates. Put in more simple terms, a house list is a database of email addresses that youve collected from individuals exchanging information with you on your website. One of the easiest and most efficient ways to build your house list is to offer an email sign-up (for a newsletter, promotion, or access to valuable information) on every page of your website. The more individuals who opt-in, the greater your database and chance for building profitable customer relationships. Secondly, make sure you use an Auto-responder. Auto-responders are tools that allow you to automate delivery of emails after an individual has been added to your opt-in list. This technique is the most valuable if you wish to develop profitable relationships with your prospects. Thirdly, do what you can to provided specific information. This may seem obvious, but if youre sending the same email to everyone on you email list, you may have fallen into this trap. Relevancy is more than delivering a message that recipients find valuable, its also timing your message according to a recent action, event, or behavior. For example, if someone has recently singed up for a newsletter, engage them immediately. Even if you next newsletter doesnt come out for another month, provide them with the existing months newsletter or access to your newsletter archive. If someone is taking the time to raise their hand and opt-in for your information, which is clearly relevant to their wants, dont make them wait. Fourth, provide an incentive for an individual to join your list. If youre not providing something of value, youll quickly find your database of email subscribers dwindling. Users will only open your email if you provide valuable information, tools, resources, or content that they find useful. When developing your email program, be sure to think it through and solicit feedback from your audience to continually enhance value. Fifth, make sure you’re CAN-SPAM compliant by positing your privacy policy and including your company’s physical address in your email footer. You must also provide a way for users to opt-out. When a recipient chooses to opt-out, make sure you remove their name within 10 days of the request. Effective email takes focus. In the past decade, Ive seen my share of effective email as well as email that costs more to deliver than return. The most effective email comes in the form of a well thought through campaign, utilization of email best practices (like having an accurate from line, subject line, designing for the preview pane, having a link for those who cant read your html, CAN-SPAM compliance, and so on), and technology to deliver emails in a disciplined and organized fashion. If you are sending emails whenever you feel like it or without a specific purpose, then youre not getting the most out of your email program. You should think of email as a medium that requires daily management. Messages should be relevant, consistent, and provide value to the recipient. As I mentioned previously do what you can to learn more about auto-responders. The key with communication is to be timely and relevant, and there are tools out there to help you. The one thing to keep in mind is that if you are communicating via email, your recipient must be looking forward to your email. Michael Fleischner is an Internet marketing expert with more than 12 years of marketing experience. He has appeared on The TODAY Show, Bloomberg Radio, and other major media. For additional resources from marketing experts visit MarketingScoop.com. Article Source: http://EzineArticles.com/?expert=Michael_Fleischner http://EzineArticles.com/?How-to-Create-Effective-Email-Programs-that-Sell&id=544770 ambien pharmacy zolpidem in mexico lorazepam side effects ambien facts
