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How to Build an Effective Email Marketing Campaign


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Email marketing these days can be a tricky proposition with all the CAN SPAM laws and email filters.  Non-the-less it is still by far one of the most profitable and best working methods for marketing.  So, with that being said how do you build an effective email marketing campaign?  One that you set up once and then let it go to work for you over and over again.

  1. Automation.  The number one key ingredient of having an effective email marketing campaign is automating it.  It’s important to use an email marketing system where you can set up a series of emails (autoresponders).  Schedule your autoresponders to be sent at regular intervals to keep in constant contact with your audience over and over again.  Don’t skimp here… you need to use a system that has a high deliverability rate to ensure your email messages don’t get lost in spam filters.  Personally, we have used and suggest Aweber to start out with and Infusionsoft when you’re really ready to kick it in gear.
  2. Plan Out Your Campaign.  Before you just start typing out your emails, take time to plan out the details.  Map out the whole cycle and flow of the emails you will be sending.  Remember to think about what your end goal is.  What action are you trying to achieve out of your customer by writing the email.
  3. Write a catchy subject line.  The subject line is the first thing that will be read and will solely determine if the email ever get’s opened.   A bad first line of an e-mail will be the only part of the e-mail the customer reads.  You want to make it catchy and intriguing yet genuine about your topic.  It should be explicit and contain the point of the e-mail, including the benefit to the customer. Once again, if the first line offers something the reader considers to be valuable, they are likely to continue.
  4. Make it Targeted.  For any email campaign to be effective it has to be targeted.  You need to know who your audience is and truly what they are looking for.  Generic emails written without a specific target will not bring the results you are going after.
  5. Use a ‘hook’.  The hook of an e-mail is the single thought or message conveyed by that e-mail and should be stated in the first sentence or two of the e-mail.  This makes it easy for the reader of the email to determine exactly what the point of the email is.  If your customers have to go searching through the email to figure out what the point is chances are you’ve lost them.
  6. Make it easy to read.  If your customer likes your hook they are going to continue down your email… usually at a quick pace… scanning for the  most important details.  Make sure your email is broken up for easy readability.  95% of email users have html capabilities so use it to your advantage!  Bold important parts of your message.  Put spaces between lines that you want to catch your readers attention.  Putting a row of stars (*******) or dashes (——–) above and below your most important calls to action also draw in your customers attention.  Just be careful not to use them in excess.
  7. Use Active Voice.  Your customers only care about themselves and what you can do for them, so don’t waste your time telling them about yourself.   Phrase your sentences with “you” rather than we or I.  Instead of “We’re having a sale today on Red Wagons” try, “We’re just letting you know that today you can buy Red Wagons and a highly discounted price!”  Now your customer knows what’s in it for them if they respond to your advertisement!
  8. Separate Links.  Any link that you insert into your email should be on it’s own line.  This will put more emphases on the link and increase your click through rate.  Also, avoid long URL’s if at all possible.  If they don’t fit on one line it is more likely that the link will get broken and your customers will have a more difficult time finding you.  If your URL is too long to fit on one line try shortening it with a service like bit.ly. 
  9. Include Unsubscribe.  Always include a way for your reader to unsubscribe.  You don’t want it to be the most dominate part of the email, but it does need to be included.  It typically is sufficient to include it in small type at the very bottom of the email.  You can include some extra white space below your signature so that it doesn’t appear to be part of your original message at all.
  10. Include a P.S.  The P.S. can be one of the most powerful parts of your email.  Oftentimes your customers will read the subject line, the first line of the email, and then scroll straight to the bottom of your email.  You want your P.S. to highlight or remind your customer of whatever call to action you were trying to get them to take during your email.  Don’t underestimate the importance of the P.S.



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