Costly Email Mistakes

Document Sample
Costly Email Mistakes Powered By Docstoc
					                              Costly Email Mistakes
When an email program is designed and executed well it can bring more subscribers and
revenue than what was targeted. If, executed poorly it will get terrible results and also anger
among recipients and not to forget answering your boss’s innumerable questions.

Outlook is the most used email client, so it shouldn’t be ignored, especially the Outlook Junk
Filter. But many companies do not spare time to learn about keywords and symbols with the
default filter searches for. Some of the common words and symbols, which are also the most
widely used, used for filtering the email as spam are ‘free’ and exclamation mark at the end of
the subject line. But the word ‘free’ does not always arouse suspicion like many legitimate email
marketers think. It can be used correctly and in context with shipping or sample, etc. Nobody
can disagree that it is still the most effective email offer. So the key here is to know the words
and how to use them so that the email does not get caught by spam or bulk mail filters.

Certainly quality costs money, which also applies to email marketing. Some marketers say that
even low cost email list delivers a respectable turn over, but experts advise that more expensive
list produces even bigger returns because of high quality. Another point to be noted here is that
when you are mailing to an inferior quality list, you are actually harming your brand.

The subject lines of eNewsletters must not be meaningless. Examples are ‘SE Update #101’,
‘Career Journal Today’ and ‘eClub Newsletter’. These subject lines say nothing at all, when it is
the purpose of the subject line to entice the recipient to open the email. Things such as issue
number and words saying that this email is a newsletter are of no value; instead they should
include information which will grab the attention of readers.

A target link which will work in one email client won’t work in another. For example, if it was
mentioned ‘AB Company’ in the “from” line, it will be displayed as ‘marketing@ABCompany’ in
AOL email client. If it is written ‘Order by Sunday for Free Shipping and Arrival by Nov 28’ in the
subject line, AOL will render it as ‘Order by Sunday for Free Shipping and Arrival by Nov’. Either
some part of the message is missing or the content is manipulated. So such variables must be
tested in different email clients and if not, it will have a big impact on the email results.

The ease in email marketing when compared to other marketing is the immediacy of testing. If
variables aren’t tested regularly then the medium is not used correctly. Successive and regular
testing not only builds but refines results. Many marketers like to test on rented list, but wouldn’t
mail in great number to the best performing email lists.

It is understood that the email campaign is successful when it promotes a compelling offer.
Compelling does not mean that the offer should be ‘free’ or ‘50% off’, but it should be of value
and relevant to the reader. The lists must be segmented and the offers made must be more
relevant to the recipient’s needs, behavior and interest. When lists are being rendered, the most
appropriate ones must be selected and the offer must be developed upon the needs of the
targeted audience.
Some of the top email clients have emerged as big challenges for the customer oriented
marketers. Every ISP has its own issue which needs immediate addressing, such as HTML
compatibility issues, spam, blacklisting, and volume based filters, etc. The biggest mistake is not
monitoring the results by ISP or domain. Problem is not known until it is discovered.

Everyone is becoming search engine optimized. The key to reach the top ranking on top search
engines is search engine optimized content. Since eNewsletters are the best content sources,
they definitely must be search engine optimized by including various keywords, so as to
increase the rankings.

Shared By: