Email marketing: 16 best-practice
tactics
Most
Internet business owners understand a permission-based email marketing program can drive
traffic to their websites, increase sales, reinforce brand position and
increase long-term customer loyalty. Some work better than others.
Here we look at ‘best practice’
marketing, with links to websites and illustrations of top performing email
promotions.
- Are you a marketing-led
organisation? A self-audit…
- Maximising subscriber
revenue: it’s not just about subscriptions
- How to be a top Internet
marketer
- Website registration
techniques best practice
- Effective autoresponder
follow-up messages
- Which font is best for email
promotions?
- When to transmit emails
- Making your thank-you page
sell
- Should you rent cold lists?
- Measuring email marketing
success
- Using image buttons as links:
the effect on response
- Financial rules of thumb
- Long email promotions in B2B
markets
- Copywriting your email
promotion: 11 vital points
- A five-point guide to great
subject lines
- Why you don’t need to test
these techniques yourself
www = world wide wastebasket
There is so much out there in the ‘world wide
wastebasket’, how do we know what’s good? Well, it’s not an easy discovery. You
may have heard the saying: ‘Behind every fortune is a crime.’ That’s pretty
close to the truth. But I would put it another way: ‘Behind every fortune is a
secret’ – it’s not always a crime. Whatever you call it, it’s usually very well
hidden.
So where does this information come from?
Generally, there are two ways we acquire our ‘intelligence’ for our creative workshop reports: we have either created the promotions ourselves (we do lots
of market testing) or have ‘obtained’ results from other publishers. Either
way, you can be assured that the marketing examples we show are in use and
among the most successful around.
We
illustrate examples of successful email and
Internet marketing. Sometimes, however, it’s educational to show poor
marketing
to alert you to common pitfalls. There are many of them. The mistakes
we describe in our email marketing section are the only exceptions to our ‘successful examples’
policy. Each
pitfall is clearly signposted for the lesson to be drawn.
For example, many marketers underestimate their open rates. They could be getting a far higher rate then the figures show simply because the description 'open rate' is a misnomer:
So what is an open rate?
Those on your list who either:
- Enabled the images in the email
to display on the screen
So it’s
not really an ‘open rate’, as it's not counting the text-only messages that are being read, nor the messages in the open panes of the readers email programme. We explain all in our email marketing workshop:
Members-only section - subscription marketing email marketing workshop >>>
