Most (marketing) people have been using this way of marketing or received from other companies an email marketing letter, so a complete introduction will not be necessary (to get a definition of email marketing of wikipedia you can click on the link).

So, I will go through some practical info based on the main question:

How to run an Email marketing campaign effectively?

First of all, if you do not want to check all of this and create email marketing campaigns yourself but let a professional work it out for you, one of the largest and most experienced companies is Majon for Targeted Opt-In Advertising Services.

1. Personal database: write the mails with a personal touch!

Remind them that you have you been in contact with this lead or prospect before and that it was a pleasure speaking or having contact by mail or so with him/her.

2. Create Added value in your mails and give them a special feeling

If you both agreed on a periodical newsletter, inform your prospects about new legislations or new general products/solutions within your field or industry and do not give just information only from your company and…

Give them a promotion or discount or another reason to contact you or visit your website.

3. Use the AIDA model just like in Direct Marketing:

A: attention (why this mail?)

I: Interest (why can or should it be interesting for me?)

D: Desire (Yes..motivations are good, this is a good promotion/new product etc.)

A: Action (‘I want to have’, where can I get this??)

4. Always enclose your link, but also your total signature with contact details. It will enhance the feeling of trust.

DON’ts:

1. Don’t use CAPITALS. Although you think it will give extra attention, it can give an aggressive feeling and more chance as well to be put automatically in the SPAM box

2. Holidays are often holidays from email, too. That’s why email marketing during the holidays is often not very effective.

3. Here is a small sample of words you should NOT use in your subject line ; words like Free, Discount, Opportunity, Click here or Order Now, Call Now, Amazing, Make Money; thus everything directly linked to get sales or make to call/order etc.

TIP: Or if you want to use one of these words, use F’ree or F_ree so it will not be noticed obviously as that word and not be put automatically in the SPAM box.

4. Don’t overdo it. Depending what you have agreed mutually in the beginning, but in general don’t mail the same group more than once or maximum twice a week. If you agreed on a monthly newsletter, stick to that or ask for permission.

And remember: it will be more special and attracting more attention if you send for example a monthly promotion/newsletter with great added value in it, than a weekly one which you have difficulties with to fill in.

Conclusion: E-mail marketing is a very cheap and easy tool; if you are not using it you should really consider it. Though, it should fit into your total marketing campaign and strategy.


Your Internet Business Tool & Ideas