The Organic Marketer


E-Mail Marketing: Best Practices

Posted in E-Mail Marketing by Jim Tome on April 19, 2008
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It’s a fact. 2,000 online marketing professionals recently surveyed by Datran Media indicated that 82% plan on increasing their use of e-mail marketing in 2008. And why not? 79% say they expect e-mail to drive sales, 67% say they’ll use e-mail to upsell or cross sell products and services, and 71% plan to enhance their relationship with customers via e-mail marketing.

What’s a smart marketer to do?

Here are three best practices to consider — and implement — with your online marketing agency:

1. Tailor the length of the message to what you’re selling. In general, the more expensive the product or service, the more you’ll have to explain why a consumer should buy it. However, the longer the text copy in your e-mail, the greater the chance you’ll lose the reader’s interest. Provide just enough details to pique interest — and get the reader to respond, asking for more.

2. Keep options to a minimum. Readers have short attention spans, especially with e-mail. If you want a positive response, ask the reader to do only one thing. Asking them to click or call or fax or visit and you’ll get one response — nothing.

3. Review the process. Think through how your typical marketing e-mail recipient receives, reads and reacts to the e-mail. Is a landing page needed and does it truly convey more information? Are you asking for the bare minimum information on a contact or sign-up form? Is the entire process effortless and transparent for the consumer? Do you say “thank you” after the transaction or interaction?

These are all simple and obvious points, for sure. But considering the coming deluge of e-mails destined to hit the typical consumer’s Inbox, perhaps now is the time to get back to the basics.