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Being creative is not the only factor involved in marketing email success - data, timing, offers and call to action, also have important bearings on response rates. To enhance your response rates for you email marketing campaign, consider these tips:
1. Use good data. If you have not built your own database then renting one may be for you. Only rent email addresses that have a verifiable opt-in status. Response rates are generally 10 times greater using good opt-in data.
2. Use the KISS method for email marketing. (Keep it simple, stupid) Email message broadcasting should be seen as a means to an end - the end being a contact with your prospect or a visit to your website. Long messages raise the threshold to response.
3. Keep the creative simple. Try to ensure the message can be seen on one screen, including response mechanisms. Don't use lots of different font sizes and typefaces it confuses and detracts from the message. Make sure that graphics are hosted so that the file size is kept to a minimum - Preferably less than 24kb.
4. Create a good subject line. Give the recipient a reason to open your message. Poorly considered subject lines will negate any good creative or offer, as the recipient may not even see it. Subject lines should be intriguing and not a direct sell. Ten Spam phrases to avoid:
Consolidate debt, No obligation, Over 18, Free trial, Click to remove, This isnt spam Increase Sales, Urgent, Sign up free today and Lowest price.
5. Make it easy to respond. Have a call for action. Allow them immediate access to your website and contact by email.
6. Be prepared to broadcast on multiple occasions. You should not think of email marketing as a one hit wonder it takes several month for customers to recognize the value of your email. Response rates increase with frequency as the recognition factor increases.
7. Track everything. Open rates, unsubscribes, clickable-links, emails received, telephone and faxes received.
8. Get the timing right. Dont broadcast over night to B2B databases as the first thing that will happen the following morning is that the message will be deleted. Tuesdays and Thursdays have proved to be the most responsive for B2B broadcasts.
Use your CRM to capture information all in one place. Learn to analyze the data and prove ROI of your communications strategies.
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