• Email marketing has become the most used application for direct marketing, by allowing delivery of personalized messages to a wide audience at low cost.
  • However, it is still necessary to use this tool properly to see its effectiveness.
  • What are the essential steps for a successful email campaign?
  • ExactTarget's guide for marketing professionals gives five tips that will ensure them to increase their revenue.

#1. Gain subscribers

 To maximize your subscribers effectively:
  • Make a list of your customer common touchpoints to target their real demand.
  • Choose the opt-in technique which brings you the most new subscribers.
  • Get social and become active on social networks to find new subscribers.
  • Be present on mobile devices to encourage people to join your email program via text message.

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#2. Improve deliverability

 To make sure your emails reach mailboxes:
  • Use a double opt-in to avoid the risk of getting blacklisted.
  • Always use the same name to familiarize your subscribers to receive emails from you.
  • Check your subject line and do not use characters and terms that could be stopped by spam filters.
  • Send emails only to your engaged subscribers, otherwise you risk being considered as a spam folder.

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#3. Design for clicks

 To make your emails attractives:
  • Adapt your email format and media to mobile, to ensure they are readable on mobile devices as well.
  • Put the most important information in the upper left quadrant.
  • Use HTML and not images to get your message across.
  • Test several times to determine if the design is effective and visible.

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#4. Drive engagement

 To increase your engagement:
  • Segment your communication by using all the data you know about your subscribers.
  • Integrate email marketing and CRM systems, to personalize your marketing and create precise segments more easily.
  • Test to see what resonates.

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#5. Use automation

 To make your job easier thanks to automation:
  • Automate a welcome program.
  • Capitalize on cross sell and up sell opportunities.
  • Automate cart abandonment campaigns.
  • Implement costumer satisfaction program.

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Now, you know the best ways to increase your income through your email marketing. So, make your move!

Methodology

  • The methodology adopted by ExactTarget to create this guide is a text divided into 3 parts.
  • The first part is a short introduction to the topic.
  • The second part is the presentation of the five points developed above.
  • The last one is an advertise for their website which helps for the good achievement of an email campaign.


Results

  • Email marketing programs are more relevant effective and pleasant.
  • It will permit to waste less money and time in its realization.
  • It will augment the numbers of subscribers and so, the numbers of buyers.
  • The society’s revenue will increase.


Source


ExactTarget guide

ExactTarget Website

Mr.Ramaroson Digital Marketing Courses - Chapter: Email Marketing