Best practices for e-mail marketing
Business use of email has increased dramatically the past 2 years,Best practices for Email Marketing Articles with many workers checking their email constantly throughout the day. A study from the Gartner Group showed that 42% of users check their business e-mail even while on vacation, and 23% check it on weekends. During the workweek, 32% check their e-mail constantly throughout the day, and 53% check their e-mail six or more times a day. This is the good news.
The bad news is estimates that by 2005 the average e-mail recipient will receive 1,600 commercial e-mail messages, as well as 4,000 other e-mails in their inbox. How do marketers cut through the clutter?
Permission boosts response rates. Give the client the perception that they are in control of the messages they are receiving.
Target your messages
Not only do you generate better response for the initial mailing, send a test email it builds credibility with clients so that they will read future e-mail. The main point is to avoid e-mail fatigue.
Whether sending content or promotional info, don’t send fluff. Make sure your copy is well written.
Where possible segment your list and personalize according to your client’s profile, to add personalization beyond simply addressing them by name. For example, if you have five types of clients, use “dynamic personalization” to customize your feature/benefit points to the client (e.g. Law Librarians vs. Legal Secretaries).
Monitor and limit quantity and frequency of mailings
General guide for frequency is one email message a month to stay in the client’s mind, and max once every two weeks. This guideline is only for marketing email, and doesn’t include other customer service or confirmation emails you might be sending. Other factors impact your client’s tolerance, such as the level of relationship they have with you, how many other marketing communications they receive through mail, advertising, etc. If you can’t control other messages, at least be aware of the risk of email fatigue, and keep those messages targeted!