Effectiveness of Email Campaigns
Email marketing in the right context remains effective. One of the challenges to effectiveness is when emails end up in spam folders or are deleted without being opened. Email marketing is more effective when there's a compelling subject line. Targeting the right individuals who are interested in your products and services also increases email effectiveness. One method of having a valuable database is to entice targets to opt into receiving an email or newsletter. Effective email campaigns also contain a well-designed email containing valuable information.
Other People Are Reading
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Subject Line
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The subject line of an email can make or break the effectiveness of the email. Subject lines that succinctly grab attention while not appearing to be spam or junk mail immediately engage target recipients. A Jupiter Research report published at Email Stat Center determined that 35 percent of people will open an email based solely on the subject line.
Opt-ins
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Having a large group of individuals who have opted in to receive emails directly from you can be crucial for effective email marketing campaigns. Collecting opt-in email addresses can be accomplished different ways, such as on a company website or directly in person at a trade show or live event. Email marketing expert Terry Detty believes a scientific approach to collecting email addresses from those most likely to use your product or service is the best way to achieve success.
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Newsletter
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Creating value within your emails is important for campaign effectiveness. Sending out a weekly or monthly newsletter is a good way to achieve value. Email newsletters contain helpful and informative information on a product or service and not just a sales pitch. Kim Macpherson, president of Inbox Interactive, believes that the value of content that an email newsletter provides is imperative to an effective email campaign.
HTML
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Professional emails can be designed with HTML. Webopedia HTML defines the structure and layout of a Web document by using a variety of tags and attributes. The attractive look that HTML offers emails, as opposed to a plain email, increases effectiveness by appealing visually to customers. HTML also offers the ability to track open rates of individual emails and how many times they were viewed by individual addresses.
Call to Action
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Emails within a campaign that contain a call to action increase effectiveness. A simple discount offer by way of a hyperlink to a company website is a good example of a call to action within an email campaign newsletter. According to marketing tracking firm Exact Target, effective methods to create action include offering an opportunity for readers to click to "learn more" or "get your free consultation."
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References
- Photo Credit email image by Hao Wang from Fotolia.com
