Know-How Exchange : E-Marketing

Hi Laura,

That is a big question you are asking and I'd love to answer it, but I can't do it justice in this space, with the limited information you provided, or with the time I have.

I'm sure you'll get some good responses from the other contributors, but I also encourage you to read this sites archived E-Marketing questions (click on E-Marketing in the categories section on top) where you'll find many, many solutions.

Also, feel free to contact me directly if you would like to discuss your situation in more detail, specific to your organization.

Just click on my name for contact information.

I hope that helps!

Here's a Top 10 list that should get you started:

1. Stop thinking of it in terms of a "blast." Whenever I see the word "blast," I think of someone sending copious amounts of unwanted mail to people with whom there is no real relationship.

2. Send e-mail only to those people who have opted in to receive your communications.

3. Include an easy-to-use opt-out mechanism in every one of your e-mails. Don't make me remember or type in the e-mail address I used to sign up. And honor those requests ASAP, not in ten (10) days as dictated by CAN-SPAM. There's no reason this should take that long.

4. If you're going to send HTML (full-color) messages, ensure that you also offer a TEXT version. Not all people can or want to receive HTML e-mail.

5. Include a link to a Web-based version of your HTML message so that anyone who wants to can see it in all its glory, regardless of their e-mail client. I see time and time again that this link is always one of the most popular with campaigns that we manage for others.

6. Don't share your list with anyone, ever, under any circumstances. You are caring for a relationship based on trust. Don't wreck it.

7. Don't overmail, but don't undermail, either. Once a month might be okay, but once a week might be okay, too, depending on the content and the audience. Once every few months might not be enough to build any momentum.

8. Keep the file size of your message down to 25K, 30K tops. Large files can make people impatient if they are still using dial-up.

9. I don't know how you plan to send these messages, but never, EVER use the cc: or bcc: function of a traditional e-mail program. The cc: function shows everyone else your e-mail addresses, and the bcc: function may not be received by some people (some corporate systems block all bcc: mail).

10. In keeping with CAN-SPAM, ensure that your physical mail address--not a PO Box--is included with each message.

These are only ten of about a hundred-and-one things that you'll need to stay on top of, but it's a start.

Others will provide good advice, too, I'm sure.

Paul

Work hard to provide helpful and timely information, which will be appreciated by your audience. Look at it from their point of view - why should they look forward to receiving your email?

Hi Laura,

I have some breathing room now and to build on the excellent advice given by all above, I would recommend that you do split runs - split your subscriber list in half and send two campaigns differing one variable i.e. subject line, call to action, expiration date, different image etc. in each one.

This gives you the basis to measure, and if you can't measure you can't improve, and don't measure what you can't change.

This way you can develop a best of breed methodology and program over time.

So many ideas, but if you implement, measure and manage correctly you will reap huge benefits from your email marketing.

Good luck!