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How To Setup Your Email Campaigns For Higher Conversions
Email is hot, it is personal, it can be segmented, and it is appreciated more than any other online marketing medium; spam aside, only people who have agreed receive email messages. Email is so hot that 76% of marketers plan to expand and upgrade their use in 2009.
If you would also like to upgrade your email program, here are some tips from successful marketers that you can use to improve your read and click through rates.
Simple lines seem more successful
Marketers who have tested many different email subject lines agree that simpler subject lines seem to be more effective. For example, the line 'We want you back' leads to a high level of opened emails.
Persistence
Email marketers report that rapid follow-up of an email newsletter announcement boosts open and click rates. After the email announcement goes out, divide the list into those who have opened and those who have not. Send the non-opener recipients a second email reminding them that the newsletter is available online. This strategy adds three to four percent additional openings.
Personalization
Many marketers report that personalizing the email by identifying it as being from a specific person rather than a company makes a big difference in response rate.
Customization
Marketers have found that customizing emails to specific recipient groups creates a much higher click through rate. For example, if you sell sporting goods and want to send an email about a big sale, you can send the same email with the same content to everyone on your list but vary the subject line by sports preference, such as 'Pre summer sale on swim goggles' for those who indicate that swimming is a preferred sport and 'tailgate barbecues get ready for fall football' for those who identify football as a preferred sport.
Opt in by topic
If you sell a variety of products that do not necessarily overlap, try giving your email recipients the opportunity to opt in to a newsletter or email announcement system dedicated to the topics and/or products that interest them. For example, if you sell pet supplies, you might give people the option of selecting cat news, dog news, large animal news or small animal news or any combination. Marketers who have provided this level of customization of information provided have seen their conversion rates double and triple.
Keep list quality high
Be sure that the people on your email list have actually opted onto your list. If you consistently send to people who do not want to get your mailings, they may report your emails as spam. If you get too many spam complaints you can be blacklisted from email servers.
Timing for short term sales events
If you plan to offer a short term sale during the evening hours to hit after work Internet users and night owls, plan to send out your announcement emails during mid morning of the same day. This amount of notice will give people time to plan to be online without leaving such a large time gap that the sale will be forgotten.
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