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Simple But Powerful E-Mail Tips You Might Have Forgotten

  |  November 17, 2009   |  Comments

Twelve tips to increase your success with e-mail marketing.

It happens to all of us. We get so wrapped up in our day-to-day efforts that we forget to apply the simple tricks that increase our success. Today, we'll look at the top 12 simple things we e-mail marketers can do that we may have forgotten to continually include in our plans. Maybe one or two of these can help you.

If your program cost isn't strong enough to outweigh the results, you might consider:

  • Reducing the number of people you send your e-mails to significantly while you determine ways to make the campaign stronger. Try mailing only to those who have opened or responded to an e-mail from you in the last eight weeks.

  • Changing your copy from hard hitting or offer based, to a focus on a soft sell or even a thank you. A statement that's no longer generating the results you expected, like "Buy Today and Save 40% off," can be revived by changing it to "A special 40% off discount only for our best customers, like you."

  • Taking your e-mail message social. Shorten the "view this as a Web page" link in your e-mail with idek.net, and post that URL on Twitter and Facebook. Then watch the results, as idek tracks access and clicks on your link.

If you have a large percentage of people who have stopped responding to your e-mails, you might consider:

  • Sending a simple text e-mail asking for feedback on what you can do to get them back. Text makes it look sincere and generates higher replies. Letting subscribers know that the top ideas will be shared is an even more powerful incentive.

  • Putting a compelling poll on your Web site or in your e-mail, clearly stating that results will be shared in the next e-mail.

  • Working with your online company to install some retargeting campaigns around Yahoo inboxes. Sometimes the banner about your company on top of the e-mail box helps drive higher response to your e-mail.

If you have low levels of shopping carts items, or values, you might consider:

  • Asking your customer service teams to add a link to a special e-mail offer or an e-mail opt-in at the bottom of their customer service responses.

  • Adding an opt-in link or special e-mail savings code to your confirmation e-mails.

  • Sending a short service survey a week after purchase to get people to keep your brand top of mind and return.

If you can't grow your e-mail list cost-effectively or fast enough, you might want to consider:

  • Adding an opt-in call to action on your print campaigns.

  • Partnering with a company that can offer a giveaway or value add. For example, my company offers free digital subscriptions to partner companies that want to share an unanticipated reward with their potential members.

  • Telling your highest-responding list members what your goal is and asking them to help. People are usually very happy and willing to help when asked.

These simple tips are low cost, require minimal work, and could significantly improve results. If you have a tip or trick you have found to be basic, but very helpful, send it along and I'll share it in the next column.

Deliverability has always been a concern for e-mail marketers, but the constantly changing landscape makes it harder to ensure great delivery of your e-mail campaigns. Join us on Tuesday, August 18, at 1 p.m., for a free Webinar on getting your e-mail delivered.

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Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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