- Managing Your Email Marketing Campaign
Managing Your Email Marketing Campaign
- By Trevor Richards
- Published 04/18/2012
Trevor Richards writes on behalf of Extravision, a UK email marketing management company.View all articles by Trevor Richards
Just like with any marketing campaign, email marketing needs to planned out in great detail. There are many elements that go into managing ones email campaign. The most important step in an email campaign is to target a specific audience. In order to get the best results and feedback, the marketing campaign needs to target the people most likely to have an interest in ones specific product or services. There are many great ways to pull email lists that deliver specific audiences. The first place to start pulling from is a list of in house contacts. By including past customers, potential customers and current customers, businesses are more likely to make new sales, as well as build on existing relationships.
When putting together the actual email, it is important to keep it simple. Many businesses make mistakes by trying to pack too much information in to each email. Emails need to be easy to read. The information needs to be presented in a quick and eye catching manner. Most email users do not devote a great deal of time to reading through emails, because of this email marketing campaigns need to get the message across boldly, loudly and most importantly, quickly.
The subject line and preview of the email is another important aspect of creating a successful campaign. Most people decide rather or not to open an email based on the subject line and preview information. By making this information enticing and interesting, businesses are improving their chances of getting the email read. Subject lines should be kept to less than 50 characters or less and should use exciting language. Avoid using all capital letters or exclamation points; this only pushes people to ignore the email.
Once a marketing campaign has been sent out, its important to track the success of the emails. There are many programs that can provide information about how users reacted to the email. It is important to keep the delivery rate high when creating reoccurring email marketing campaigns. So businesses need to focus on constantly creating new potential customers and target audiences so that they can capitalize on the demand for their products and services.