Email marketing campaigns are most effective when they are sent to subscribers who know who you are and can recognize and value your communication.
Sending an email to someone who knows you is like going to visit a friend, you know they are likely to open the door when you call. Sending an email to someone who doesn't know you is like turning up on the doorstep as a stranger, you are highly unlikely to be invited in.
Uninvited emails are commonly referred to as SPAM. This usually takes the form of an unsolicited email, sent to people who did not request/agree to receive a promotional email. The data lists used to send SPAM are normally acquired in a way which breaches DPA guidelines.
Is the best time to send an email campaign always 9am?
Many email marketers believe email marketing campaigns have to be sent early in the day to achieve the best results. This is certainly true for some campaigns, but not all.
BrotherMailer can reveal that the best results for early morning (9-10am) email campaign delivery are for 'instant gratification' products and services. Successful campaigns are normally for products and services which provide an opportunity for the subscriber to harbor a sense of anticipation, to look forward to their reward at the end of the working day or week. This refers to the type of promotion or incentive which gives the the workforce that 'morning boost'
Drip email campaigns have emerged as one of our most popular e-marketing tactics for nurturing leads.
The reason? Drip email campaigns are formed of a series of promotional pieces, sent out regularly, over a period of time. Each individual email may well serve it's own purpose however the regular sends create exposure for the brand which keeps the products and services in the foreground of the recipients awareness.
Drip feeding your prospects with your email message is much like ‘drip irrigation’ - an agricultural term referring to the method of giving crops or plants small amounts of water, consistently, over a long period of time - thereby making it more resource efficient. Each email builds upon the strength of previous emails in the campaign, with the goal of encouraging a specific response such as such as an inbound telephone call, visit, sign up, or purchase. Effective drip campaigns will keep your recipients informed and aware of your products and your brand. This is key to creating brand loyalty, especially in the first stages of an online relationship.
All good marketers know the importance of effective planning! Use these four planning questions from BrotherMailer to create the most effective email drip campaign for your product or service:
Email campaign personalisation would be impossible without applying segmentation, however, many people are still of the opinion that this is a lengthy and difficult task.
Whether you are a veteran BrotherMailer user or a new recruit, we wanted to introduce one of our favourite BrotherMailer features, the one that makes segmentation child's play:
I should have seen the incentive coming…but it was my birthday and I wanted to feel special… so I took the bait.
'It' was an email coupon for a 50% discount...I only went in for a quote, but the attention made me feel appreciated, and so I permitted myself to be impulsed into spending out (the price of a ticket to somewhere hot and sunny) on a haircut - all this because the smartphone in my pocket said my salon remembered my birthday.
Would I have gone for a quote without the incentive? No. Would I have even thought about getting a haircut? Probably not. Did I know it was a blatant marketing tactic to get me to spend far more than I would otherwise? Yes. Will I go back? …Yes! After all, they followed up with a 10% discount offer on my next visit, how could I refuse?
Nobody likes rejection, especially when it seems to be coming from many different places all at the same time…or at least that is how it can feel when you notice your subscribers have started to ignore your email campaigns.
There may come a day when your campaign reporting reveals, disappointingly, that many of your subscribers have not opened or clicked through your emails in a considerably long time. They have, in fact, become ‘inactive’. When this happens, it is bound to set you off in the typical rebound cycle (hurt, dejection and eventually revenge) but because you are a professional and you know how to deal with these situations without harming yourself or others, you will recognise the best way to deal with the problem is to begin with identifying the cause. Once you've figured out what has caused parts of your mailing list to become inactive, you can move forward with winning them back and putting preventative measures in place!
Supersmart email campaigns use A/B split testing to determine which elements of an e-shot help the performance of a campaign, and which don't.
Using an A/B split test on a sample of your mailing list, for example - to test two different subject lines, allows you to see which subject line gets a better open rate from your recipients so you can use the most effective subject line to send to rest of your mailing list.
However, supersmart marketers can take this a few steps further...here are three scenarios in which split testing can help you get the most out of your email marketing interface: