List Building Basics II - How To Create An Email Campaign
A recent survey of 1500 marketing professionals performed by Datran Media Research revealed that 83% of them viewed email marketing as the single most iomportnat advertising medium for 2007. Those kind of results suggest that if youre not already using email marketing, you better think about starting.
To be sure email marketing takes some experience but every market has its own behavioral characteristics and youre going to need to develop experience with the market for your goods or services. To do that, start developing some email campaigns. Start small and as you gain experience and confidence in the results, expand.
The foundation of any email campaign is the list. You need a list to send your promotional emails to. Generally, the source of this list will be existing customers or prospects whose email addresses you can get by mining the email archives you already have. Later, you will want to become more aggressive about capturing email addresses and eventually you may even want to rent or trade lists with other sources.
Upon the email list foundation, your email campaign will need an offer. What is it that you will be offering via email? Free literature? A demonstration? A sample? A discount? Make sure you can articulate your offer very specifically in you email both in the subject line as well as the body of your email. Experiment with different offers and eventually youll find which ones perform best. Make sure that your offer requires a click-through to get to an order page or information page. Checking traffic on that page is going to be one way you measure the success of your campaign!
Lastly, you want to create the email itself. Remember this will be done in HTML and if it uses graphic images of any kind, they have to be available on a publicly available server so that they dont show up as attachments (people dont like opening email with attachments that they dont expect!).
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