 For those looking to market via email, finding the right email marketing list can be tricky. The most important thing to consider is how email marketing fits in with your overall marketing strategy. The savviest marketing comes from cross-marketing or using email as a part of a larger marketing campaign. Examples include radio or direct mail advertising coupled with an email promotion.
Driving customers to a website is a great way to advertise via email. You can also use this marketing method to promote a daily or weekly item that changes on a regular basis. The key to remember is that there should be a specific reason for an email being sent – random hello and update emails are not effective in drawing a response. These days even tips and strategy emails are not as useful as they once were. For example, a ‘soup du jour’ or 25% off holiday special email coupon is a great way to market if you have a niche in delicious soups.
Email marketing lists are expensive to rent or purchase but inexpensive to send out. You can rent or buy a list for relatively little money, although the best option is to build one over time so that the cost to send out the email is virtually free. The next best alternative is to rent a private list or a seed list to start your list from. If you are a local business with wide appeal, you can start with a basic demographic type of list that targets those in your area that fit a basic profile. As your business becomes more defined, you can target in various ways. Email information can be tracked in many ways including most hobbies, shopping habits, language, ethnicity and family structure. Your product or service will need to be thoroughly analyzed before selecting an outside list to rent because the targeting has a lot to do with how the message is going to be received.
Email marketing lists can be rated on a couple of tiers. Most email lists have a bounce rate and delivery percentage. That is, we want to know how many actually made it to the inbox verses the spam folder or if they were bounced altogether via an inactive mail box. A good list should have a very low bounce rate of under a couple percent and a very high delivery rate of hopefully over 99%. This indicates a clean list that has been regularly updated. Also, email marketing lists should be CAN-SPAM compliant and should include time/date and IP information to track where the initial opt-in came from.
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Constructing a good email campaign takes a lot of patient effort and testing. Open rates with a good delivery percentage and low bounce rates are dictated by subject line, so make an effort to ensure your “from” and subject line are relevant and clear. Ultimately the click through or call to action is what is measured. This makes it very important to ensure that your website and phone calls derived from your email are tracked.
This usually means putting a special code or activation number in the email so that you can track response back to particular campaigns. Tracking is everything with email marketing.
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