When an email program is designed and executed well it can
bring more subscribers and revenue than what was targeted.
If, executed poorly it will get terrible results and also
anger among recipients and not to forget answering your
boss's innumerable questions.
Outlook is the most used email client, so it shouldn't be
ignored, especially the Outlook Junk Filter. But many
companies do not spare time to learn about keywords and
symbols with the default filter searches for. Some of the
common words and symbols, which are also the most widely
used, used for filtering the email as spam are 'free' and
exclamation mark at the end of the subject line. But the
word 'free' does not always arouse suspicion like many
legitimate email marketers think. It can be used correctly
and in context with shipping or sample, etc. Nobody can
disagree that it is still the most effective email offer.
So the key here is to know the words and how to use them so
that the email does not get caught by spam or bulk mail
filters.
Certainly quality costs money, which also applies to email
marketing. Some marketers say that even low cost email list
delivers a respectable turn over, but experts advise that
more expensive list produces even bigger returns because of
high quality. Another point to be noted here is that when
you are mailing to an inferior quality list, you are
actually harming your brand.
The subject lines of eNewsletters must not be meaningless.
Examples are 'SE Update #101', 'Career Journal Today' and
'eClub Newsletter'. These subject lines say nothing at all,
when it is the purpose of the subject line to entice the
recipient to open the email. Things such as issue number
and words saying that this email is a newsletter are of no
value; instead they should include information which will
grab the attention of readers.
A target link which will work in one email client won't
work in another. For example, if it was mentioned 'AB
Company' in the "from" line, it will be displayed as
'marketing@ABCompany' in AOL email client. If it is written
'Order by Sunday for Free Shipping and Arrival by Nov 28'
in the subject line, AOL will render it as 'Order by Sunday
for Free Shipping and Arrival by Nov'. Either some part of
the message is missing or the content is manipulated. So
such variables must be tested in different email clients
and if not, it will have a big impact on the email results.
The ease in email marketing when compared to other
marketing is the immediacy of testing. If variables aren't
tested regularly then the medium is not used correctly.
Successive and regular testing not only builds but refines
results. Many marketers like to test on rented list, but
wouldn't mail in great number to the best performing email
lists.
It is understood that the email campaign is successful when
it promotes a compelling offer. Compelling does not mean
that the offer should be 'free' or '50% off', but it should
be of value and relevant to the reader. The lists must be
segmented and the offers made must be more relevant to the
recipient's needs, behavior and interest. When lists are
being rendered, the most appropriate ones must be selected
and the offer must be developed upon the needs of the
targeted audience.
Some of the top email clients have emerged as big
challenges for the customer oriented marketers. Every ISP
has its own issue which needs immediate addressing, such as
HTML compatibility issues, spam, blacklisting, and volume
based filters, etc. The biggest mistake is not monitoring
the results by ISP or domain. Problem is not known until it
is discovered.
Everyone is becoming search engine optimized. The key to
reach the top ranking on top search engines is search
engine optimized content. Since eNewsletters are the best
content sources, they definitely must be search engine
optimized by including various keywords, so as to increase
the rankings.
John Platania
----------------------------------------------------
John Platania is a internet marketer with over 20 years
experiance running 4 different companies. You can view his
website at:
http://www.ResortRescue.net
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