Displaying items by tag: Email marketing
Wednesday, 12 October 2011 14:16

Building your Opt-In database

An opt-in database is the backbone of any successful email marketing campaign, regardless of whether it is a contact base of your target audience or business-2-business.
Key hints and tips for building a high-quality database to maximize your campaign response:

1. Identify your touch points

A touch point is an opportunity for potential customers to come into contact with your business and therefore a chance for you to capture their contact information, such as inviting them to ‘opt-in’ to sign up to your company email newsletter, download free information or a promotional voucher.

There are a few fundamental touch points for any company such as the website homepage, content pages, email marketing campaigns and daily communications e.g. networking.

2. E-newsletter

There are many different advantages once you have collected your opt-in database, one of which is that you can send them regular e-newsletters which all of your contacts have chosen to receive and therefore will relish your regular email communications.

Your e-newsletter will also give you a gateway to build a relationship with your contacts, as well as keeping them up to date with business developments and exclusive offers.

 

For more Ideas on how to create your email marketing strategy call one of the team on 0845 1770508

Published in Data
Tuesday, 11 October 2011 12:16

How to Test your Subject Lines

A vital part of your campaign process should be to split test your subject lines. The process of split testing is to create two different subject lines and email them to two selected samples of your target audience, after which your measure which one is the most successful and therefore which is then the subject line you send out the remainder of your contact database.

How do you know if you have been successful?
Measuring success really depends on what the main aim is of your email campaign. If your objective is to raise awareness, brand a message or running a teaser, where you do not have a direct call to action, your measure of success will be your open rate i.e. who received your email and out of those who actually opened it.

However, if you’re aiming to drive traffic to your website or specifically targeted landing pages using links within your email, you could opt to measure the click through rate of your split test i.e. how many of those people who opened the email, proceeded to click on one of your links.


If your email campaign has one simple aim, for example, to make recipients purchase a product online or to subscribe to something like an e-newsletter on a website, you may decide to conduct more extensively into the results of a split test.
All of these different measurements will hold value in your campaign, it is simply down to you as to how much detail you wish to go into and how much time you have to allocate to testing.
Subject lines should be tested on a regular basis as what will be successful one month will not work in a couple of months time.

Make sure you carry out tests for each different campaign and at a regular frequency to ensure you always get the most out of your campaigns.

For more help with subject lines why not call one of the team at Mail Magic on 0845 1770508

Published in Delivery
Tuesday, 11 October 2011 12:16

How to Test your Subject Lines

A vital part of your campaign process should be to split test your subject lines. The process of split testing is to create two different subject lines and email them to two selected samples of your target audience, after which your measure which one is the most successful and therefore which is then the subject line you send out the remainder of your contact database.

How do you know if you have been successful?
Measuring success really depends on what the main aim is of your email campaign. If your objective is to raise awareness, brand a message or running a teaser, where you do not have a direct call to action, your measure of success will be your open rate i.e. who received your email and out of those who actually opened it.

However, if you’re aiming to drive traffic to your website or specifically targeted landing pages using links within your email, you could opt to measure the click through rate of your split test i.e. how many of those people who opened the email, proceeded to click on one of your links.


If your email campaign has one simple aim, for example, to make recipients purchase a product online or to subscribe to something like an e-newsletter on a website, you may decide to conduct more extensively into the results of a split test.
All of these different measurements will hold value in your campaign, it is simply down to you as to how much detail you wish to go into and how much time you have to allocate to testing.
Subject lines should be tested on a regular basis as what will be successful one month will not work in a couple of months time.

Make sure you carry out tests for each different campaign and at a regular frequency to ensure you always get the most out of your campaigns.

For more help with subject lines why not call one of the team at Mail Magic on 0845 1770508

Published in Delivery
Wednesday, 24 August 2011 20:12

Top tips for constructing your HTML emails


Top tips for constructing your HTML emails part 1

- Make it snappy!

When we read emails we have a very short attention span. To get your point made do not ramble on and ensure that you have easy and clear links to all of the calls to action. Recent stats indicate that people are most likely to click on a link which is used in the opening paragraph – so make sure this is done successfully.

 

- Avoid stylesheets

 

A lot of the emails applications you encounter, like Yahoo, Outlook, Gmail and Hotmail, make poor use of stylesheets (CSS) or do not use them at all. Ignore any recommendation which suggests that using stylesheets to construct your HTML emails as this only applies to designing web pages. It is important to ensure that your designers implement traditional HTML coding, using <table> and <font> tags.

 

- Images for web use

 

It is important that you optimize all if the images used in your HTML email for web use, which means both their file size and image resolution, but not essentially the physical size of the image. A large file size will result in the user waiting a long while for the graphics to appear on the screen. It is fairly simple to optimize your graphics using most standard graphic package.

 

- Careful image selection

 

Make sure you do not go over the top when choosing your images. The spam filters in email accounts work by rating the content of an email against certain criteria, one of which is the over-reliance on graphics. A good HTML email is created with a carefully considered and complimentary selection of images and content.

 

- The use of ALT tags

 

An ALT tag is a textual description of each image used. Email clients, like Outlook, switch off images automatically and therefore users need an alternative way of being able to know, quickly, what the graphic is. By labeling images with ALT tags allows a user to be more likely to enable to images and then read the email. Additionally, employing a mixture of graphics and web text can help with this problem. Using HTML colour backgrounds can add to the visual appeal of your email even when the images have been turned off.

 

- Host images on serversHosting your graphics on servers can be quick and cost effective. If a template is being uploaded, it is important that images are saved within the same directory as the HTML. It will enable you to select all of them in one go and upload straight away.

 

- Avoid the use of ‘danger’ words

 

‘Danger’ words are those which will automatically get your HTML email sent to the spam folder, and include words such as ‘Free’ and ‘Special offer!!!’

 

- Avoid selecting ‘danger’ designs

 

When designing your email avoid over-using bold text, large font sizes, a vast selection of fonts and stuffing it full to the brim with links – all of which are common features used by spammers. Avoid this look and your HTML email should not be banished to the spam folder. - The limits of Outlook 2007Outlook 2007 comes with an array of limitations such as not supporting background images. It is therefore suggested that, when sending out your HTML emails, send a test email to ensure that the content comes across as intended.

 

- Mail Magic editor

 

When designing your HTML content for Mail Magic it is important to remember that the editor makes use of the HTML font size tag. It is therefore important to bear this in mind as some users who go on to edit the template are limited with the option to set sizes between 1 and 7.

Published in Delivery
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