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2010年8月9日 星期一
2010年7月7日 星期三
Benefits of Email Marketing
We believe small organizations are increasingly turning to email marketing as a means to communicate with
their customers, clients and members. Key benefits that drive adoption of email marketing include the
following:
• Targeted. Email marketing enables organizations to tailor messages to specific audiences and enables
recipients to respond through links to websites.
• Timely. The cycle from concept through design and execution for email marketing is much shorter
than direct mail because there is no need to print and mail. Reducing cycle time allows organizations to
rapidly respond to market conditions and opportunities.
• Efficient. Email marketing combines low cost with measurable responses leading to an attractive
return on investment.
their customers, clients and members. Key benefits that drive adoption of email marketing include the
following:
• Targeted. Email marketing enables organizations to tailor messages to specific audiences and enables
recipients to respond through links to websites.
• Timely. The cycle from concept through design and execution for email marketing is much shorter
than direct mail because there is no need to print and mail. Reducing cycle time allows organizations to
rapidly respond to market conditions and opportunities.
• Efficient. Email marketing combines low cost with measurable responses leading to an attractive
return on investment.
Permission-based Email Marketing
What's the best united states email list for your business or organization? A permission-based one.
That means everyone on it said it's okay for you to contact them. It's better than an email list you buy or rent, because you already know the people on your email list want to hear from you and are interested in you. It doesn't cost you anything to build one. Email Marketing helps you start your email list — and keep it growing, too.
What are the best ways to earn and keep permission?
These 10 tips are guaranteed to help:
1. Be Straightforward - Remind recipients why they are receiving an email from you. Whether they are a valued customer, a prospect who expressed interest, or a client you want to keep in touch with, the reminder will add credibility to your email and put it into context, thus diff erentiating your communications from
unwanted email.
2. Be Specific - When people sign up to be on your email list, allow them to select—precisely—their areas of interest (e.g. newsletters, sale notifi cations, new product or service announcements, event invitations etc.). You can make subscribers feel more comfortable by specifying what they will receive and when they will receive it (e.g. “Sign up for Our Weekly Concert Announcement”). Also, you need to identify yourself to your subscribers in the “From:” line, and use the name they recognize most easily–yours, or your company.
3. Be Respectful - Permission can be given, and it can be taken away. It is very important that every email you send has the option for the recipient to unsubscribe or “opt-out.” Interests may change over time and communications may no longer be valuable to a given subscriber. Th ose subscribers are entitled to
withdraw their permission at will.
4. Be Trustworthy - Your privacy policy should be clearly posted. It adds credibility to your company and your email even if recipients do not click on the link.
5. Be Interested - Are your email communications of value? Is the frequency right? A survey is an inexpensive, easy and immediate way to fi nd out how your customers really feel about your company and your email communications. So, when you do a survey, don’t forget to ask how your customers feel about your emails.
6. Be Current - People change ISPs, jobs and email addresses at random. Often, you’ll be the last to know. Ask for updated information and give subscribers an easy way to change their email address. Th is will ensure that your communications continue to be received if, and when, they make a change. In addition, provide a way for your subscribers to change their interests and preferences. Th is will help you continue to provide the information most valuable to them, and target the right audience for each campaign.
7. Be Considerate - Respect the privilege of communicating with your customers and prospects by taking care not to communicate too often. Gratuitous emails are not met with gratitude. Th ink carefully and plan how many, and what kind of communications you send to your subscribers.
8. Be Diligent - Some subscribers will reply to an email to unsubscribe instead of using the automatic unsubscribe link. Monitor your inbox for unsubscribes, and complaints, then make sure you remove unsubscribe
addresses right away and take action on any grievances.
9. Be Observant - Look at your reports! Th ere’s a wealth of information just waiting to be discovered. Always pay attention to your unsubscribe rate to ensure that your churn rate remains positive. If you are losing more than
.5% of your subscribers per month, take a look at all of the elements of your campaigns, make sure you’re following the other 10 tips in this issue, and make adjustments where you’re falling short. Opens and click-throughs can also indicate where you might be missing the mark.
10. Beware - Beware of strangers bearing lists! Permission is not transferable. Today, subscribers want to receive email from those companies they have subscribed to, not an unknown third party.
That means everyone on it said it's okay for you to contact them. It's better than an email list you buy or rent, because you already know the people on your email list want to hear from you and are interested in you. It doesn't cost you anything to build one. Email Marketing helps you start your email list — and keep it growing, too.
What are the best ways to earn and keep permission?
These 10 tips are guaranteed to help:
1. Be Straightforward - Remind recipients why they are receiving an email from you. Whether they are a valued customer, a prospect who expressed interest, or a client you want to keep in touch with, the reminder will add credibility to your email and put it into context, thus diff erentiating your communications from
unwanted email.
2. Be Specific - When people sign up to be on your email list, allow them to select—precisely—their areas of interest (e.g. newsletters, sale notifi cations, new product or service announcements, event invitations etc.). You can make subscribers feel more comfortable by specifying what they will receive and when they will receive it (e.g. “Sign up for Our Weekly Concert Announcement”). Also, you need to identify yourself to your subscribers in the “From:” line, and use the name they recognize most easily–yours, or your company.
3. Be Respectful - Permission can be given, and it can be taken away. It is very important that every email you send has the option for the recipient to unsubscribe or “opt-out.” Interests may change over time and communications may no longer be valuable to a given subscriber. Th ose subscribers are entitled to
withdraw their permission at will.
4. Be Trustworthy - Your privacy policy should be clearly posted. It adds credibility to your company and your email even if recipients do not click on the link.
5. Be Interested - Are your email communications of value? Is the frequency right? A survey is an inexpensive, easy and immediate way to fi nd out how your customers really feel about your company and your email communications. So, when you do a survey, don’t forget to ask how your customers feel about your emails.
6. Be Current - People change ISPs, jobs and email addresses at random. Often, you’ll be the last to know. Ask for updated information and give subscribers an easy way to change their email address. Th is will ensure that your communications continue to be received if, and when, they make a change. In addition, provide a way for your subscribers to change their interests and preferences. Th is will help you continue to provide the information most valuable to them, and target the right audience for each campaign.
7. Be Considerate - Respect the privilege of communicating with your customers and prospects by taking care not to communicate too often. Gratuitous emails are not met with gratitude. Th ink carefully and plan how many, and what kind of communications you send to your subscribers.
8. Be Diligent - Some subscribers will reply to an email to unsubscribe instead of using the automatic unsubscribe link. Monitor your inbox for unsubscribes, and complaints, then make sure you remove unsubscribe
addresses right away and take action on any grievances.
9. Be Observant - Look at your reports! Th ere’s a wealth of information just waiting to be discovered. Always pay attention to your unsubscribe rate to ensure that your churn rate remains positive. If you are losing more than
.5% of your subscribers per month, take a look at all of the elements of your campaigns, make sure you’re following the other 10 tips in this issue, and make adjustments where you’re falling short. Opens and click-throughs can also indicate where you might be missing the mark.
10. Beware - Beware of strangers bearing lists! Permission is not transferable. Today, subscribers want to receive email from those companies they have subscribed to, not an unknown third party.
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