workfromhome-uk.biz - Work from home with your own home based business is easy with Telecom plus.
|
||
|
||
|
||
|
Next Generation Email MarketingBy Mark Quirk Things go in cycles - we've all heard this. Email marketing isn't new, far from it. It's been through at least one cycle from being leading edge, to being a trend, to being abused. Many thought that spam filters would reduce the applicability of email marketing. Well, read on, because we're in the next generation of email marketing - post learning - and the opt-ins are on the increase! Why are opt-ins increasing? Well, here's what I've learned from some of the greats... Clean Templates
When it became normal for email clients to read HTML, email marketing seemed
to go a bit mad. Some of the newsletters I received were so over engineered
it was difficult to see the actual text though the multi-columned, flashing,
pointy lookie here, more headline graphics please, layout. They were comparable
to those first web sites that had discovered color - and put it everywhere.
The best use of HTML is to promote clarity and readability. The ability to
put ugly web links behind text that explains them; to have bullet points
or layout that emphasis the points. Such things that help the time poor reader
get through the message quickly - and take action.
My own approach in using email marketing is to keep messages short and to
the point. Use HTML for clear layout. And in early emails, leave out images
and other content that might cause an email client application like Microsoft
Outlook, to block the content. Automated & Personalized
One internet duality is that it gives you the ability to address millions
of people, yet personal relationships are the most effective sales tool there
is. If you have a trusting relationship with a client or customer, they are
more likely to buy your products. If you represent a company with huge brand
awareness like Nike or Microsoft then the rules get a little skewed, but
for most businesses, relationships are key.
Today's modern sequential email autoresponder systems, that support the
generation of personalized emails, are perfect for automated relationship
building. When I receive an email that isn't personally addressed, it feels
old fashioned. Even though I know perfectly well that personalized email can be automated, I still feel better about receiving it. Permission Based
Certainly in the world of email marketing, buying lists, has become much
less popular. Perhaps it's because of the ease of reporting spam email. But
building your own list based on permission marketing is much more 'the norm'
in next generation email marketing. Compelling
Some of the emails I receive are great at compelling me to take action, and
I still marvel at their creators. They tend to follow all these next generation
email marketing guidelines, including the oldest one - having compelling
copy.
We all receive plenty of email, probably too much. So, when your client reads
yours, it better be good at delivering its message in way that makes them
want to read it. I like these simple rules:
Global
Not all businesses are global. But many internet based businesses are. If
you refer to a TV show or use colloquialism or anything else that assumes
the 'local' knowledge of your country, you stand the chance of confusing
or even losing a portion of your readers. This doesn't mean that you can't use local examples - just do it in a way that includes those that aren't familiar with them. Here's a simple example of using a TV personality that introduces the name and the context of the personality for those that aren't familiar with it:
These five simple guidelines are working in the next generation of email marketing and opt-ins are on the increase. The money, it seems, is still 'in the list.' You can take a 30 day test drive of our modern permission email marketing system for just US$3.95 or approximately £2.40 or 3.40€. You can also sign-up for our email permission marketing short course, for free!
|
