Email marketing is growing in popularity Email1and1. However to be successful in today’s business climate and to reach the more savvy recipients it is essential to understand the dynamics of email marketing – from spam filters, content creation that inspires, HTML presentation, the ability to test and track, group segmentation and more. In popular response to my previous article, “Increase Your Email Campaign Effectiveness”, I have added some additional key guidelines to consider in order to run a successful email marketing campaign and increase your ROI.
HTML emails and look and function differently when viewed. To ensure correct rendering of pictures, colors and graphics, you should: send a sample email to the major providers like EarthLink, Gmail, AOL and Yahoo! to flag bad links, poor visual or other formatting problems; use an email provider that will show you how your email is viewed; and most importantly, design an email header that will give the viewer the chance to see the offer or desired outcome.
It is always a good idea to text your content against spam filters and see what gets blocked. You can have great creative and enticing offers but if they don’t pass the spam test, you wasted your money. If you have a high rate of blocked emails, consider optimizing your emails for inbox delivery, create good headers, and rewrite the content.
You can use information on your subscribers who have opted-in by dividing them into groups or segments. Then you can deliver a unique and targeted message to each group. Offering these segments more targeted or relevant information will insure greater email success. Segmenting also helps you better understand your audience, trends and demographics for your products or services.