E-marketing,
e-shotting, e-casts – call it what you want, this form of marketing activity is
one of the most widely used methods for pushing brand and promotional
messaging. It is pivotal to integrated marketing campaigns and serves as a
method to not only promote product but also enrich customer communication and
improve sales.
There are
huge advantages to using e-marketing as it is comparatively low cost, your
reach can be as targeted or as broad as is appropriate and analysis is instant.
The downsides are that all of us are bombarded by e-shots on a daily basis and
therefore bin many of them without a second glance.
The key to
successful e-marketing is to entice the recipient to open the mail, read it and
then act upon it. This may seem obvious but with so many other distractions
competing for our attention, these three actions need to be backed by powerful
messages.
Research shows 144 billion emails were sent every day last year and 69% were treated as spam so the first lesson here is have a compelling subject line that does not use words that automatically get flagged as spam such as 'free' and 'win'.
A clear call to action, positioned correctly, is vital so make sure you are yourself clear in what you are hoping to achieve as a result of your e-shot activity and check that you have plainly conveyed this in your message. Landing pages are especially important if your call to action is targeted or product specific so make sure you have not overlooked this extra element of your campaign before you press the send button.
And lastly
don’t forget the boring bits. It is vital that you have a clear unsubscribe
process that is correctly managed. Failure to do so could not only cost you
money but your team will receive annoying phone calls from Mr Angry demanding
to speak to you.
Written by Elvire Gosnold, Managing Director, Blabbermouth Marketing.
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