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Copyright 2004 by Kevin Bidwell All-In-One-Business.com Email marketing is one of the best, most cost effective ways to advertise any product or service-even for offline products. Here are some tips to make your offline marketing efforts more effective: Make Your Return Email Address "Meaningful" I get this thanks to my friend Chris Knight over at http://www.EmailUniverse.com. AOL is doing something interesting with the return email address...instead of simply displaying the "name" of the sender like most email programs, it shows the actual email address. So, if you send out a weekly newsletter with the "name" - "Fly Fishing Update" but the email address is some tracking code xys2304098@yourdomain.com then all your AOL recipient will see is the email address. They may delete, block or unsubscribe from your newsletter without even realizing it. Put in Lots of Links A recent study conducted by Email Labs reported much higher click-thru rates for emails containing many links rather than fewer. 25+ links produced the highest click through rates-29% above emails not having at least 25 links. While this may be simpler in a newsletter, it might be more difficult to achieve in a "single product promotion." One way I am addressing this is to place more links in single product promotions for companion products. For example: We recently did a bulk mailout advertising a product for our http://www.MilitarySurplusStore.com. While we wanted to sell that particular product, we also wanted to grab visitors and buyers who were NOT interested in that particular product. By adding links to various other products at the base of the email, we were able to grab more visitors and buyers. Many other store sites using permission based bulk email are doing the same. Keep Subject Lines Short The same study reported shorter subject lines along with those added links generated a 12.5% higher open rate. Subject lines of less than 49 characters received the highest click-throughs in the study. Keeping subject lines short should increase the number of your emails that are opened, which should ultimately increase click throughs and sales. Track Sales Not Just Click-Throughs In email marketing we often are tempted to go with the email message that produces the highest "click throughs"-visits to a site. But not all click-throughs are created equal. Curiosity can produce high click-throughs, but may not necessarily result in sales. Make sure in your own email marketing you are comparing people who click through via an email with the actual sales results from that click through. Putting these four tips to work should help you increase the overall effectiveness and profitability of your email campaigns. For more ideas on how to make that happen, I have put together a free report: http://www.All-In-One-Business.com/emailreport |
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