Most retailers realize by now that they ought to do e-mail marketing. If you are doing it, good for you. But can you improve on it? Perhaps you can, by noting (and implementing) tips provided in a white paper published by StrongMail and JupiterResearch.
“Unlike e-mail campaigns, which have a finite beginning and end, e-mail programs are the workhouse of e-mail marketing,” according to the white paper. “These programs are structured mailings with similar content components that opt-in recipients expect to see at regular intervals.”
Here are three tips from the white paper:
1. Plan. Often e-mail marketers get in too big of a hurry to begin e-mailing customers. Slow down. Before you start e-mailing, determine what business problem you want to solve through e-mail. Are you trying to get repeat customers or to get returning customers to buy more?
2. Details. What shows up on the “From” line on your e-mails? It is important because the “From” name tells recipients whether or not to delete your e-mail.
“Keep your ‘From’ name consistent, and match it to the brand that your customer recognizes and trusts. . . Remember that the ‘From’ name is the basis of your relationship with the customer,” according to the white paper. “If they don’t recognize you, they will likely delete your message.”
3. Subject. The “Subject” line in your e-mail tells the recipient whether or not to open the e-mail. So, subject lines must be direct, relevant, timely and impactful. Note these “Subject” line rules — Avoid all caps. Use action words. Tailor use of product names in the “Subject” line to past purchases by the recipient.
And, check back here tomorrow for more tips.