Email marketing has developed a standing as a cost-effective and efficient means to get messages across. It has also become known as a tool for delivering good ROI. However, in order to achieve all of the above, you need to consider the bigger picture. This means planning each step of your activity to develop an effective email campaign:
1. Have good contacts
Ensure that your database of contacts is of high quality. Start with your existing contacts that are relevant targets and acquire others from credible bodies to grow the list. Cleanse the data regularly so that it always contains valid and up to date email addresses.
2. Making the end justify the means
Ensure that your content is worthy of reading, and not simply spam for the reader. You should also always bear in mind three key things before you send out your communication: relevance, content and frequency. If you hire an agency to implement a one-off campaign, you should collaborate with them closely so that the final product takes into consideration of all the various factors, instead of simply ensuring short-term ROI.
3. Take the legal route
Always bear in mind legislation to avoid legally damaging your brand, receiving a hefty find or even ending up in court. Be sure to have permission to email someone and that the addresses that are used comply with UK data law. Additionally, email should give the recipient a choice to opt-out and include details of the sending company.
4. Write for your readers
Provide B2B content with relevance. For SMEs, this means providing in-depth, leadership pieces that are relevant to their sectors, and access to information and views that are not normally readily available. For corporate clients,a personalised communication approach should be undertaken.
5. Design issues
Make sure your emails are clear, quick and easy to read. Ensure that you are able to provide content that can still be effective without images, as some business people use email software packages that allow for image blocking. Keep the subject line short and to the point.
6. Reflect your brand
Go with an email design template that fits with your overall corporate design so that it remains an identifiable part of your brand, and to avoid your e-campaign looking like an afterthought to your marketing plan. This will also ensure it reflects the organisation and its brand values.
7. Review each campaign
Track everything that you can for your email campaign – from click-through rates to opt-out rates, clickable links and emails, to telephone calls and faxes received in relation to the mail-out. Also remember to quantify your responses.