The Publicists Assistant

E-mail Marketing Campaign: Four Steps to Guarantee Your Campaign Goes Belly Up

July 21st, 2009 | Author: Assistant

Plenty of advantages exist for a nicely prepared e-mail marketing campaign. But as such, a bad campaign is capable of driving off old customers while picking up no new ones. How do you avoid these mistakes? Read on!

Roll Up Your Sleeves Before Diving In

Select your topic to write on. How-to articles? Special deals? Company insider news? Know what direction you’re headed prior to getting started. Make sure your employees know about the email advertising campaign enabling them to answer anything consumers might ask. Also, determine the data you’ll want to collect from a customer. Many business gather an e-mail list and ask certain questions from their readers (name, address, e-mail), then realize they forgot to ask about their interests and occupation to further target their newsletter. It’s a bad idea to bug your customers asking them for data over and over again.

Email Marketing Campaign

Pace Yourself

This actually means 2 things. First, you want to avoid beginning your e-mail campaign with a newsletter nearly every other day. Start small. A publication coming out once every 1-3 months isn’t a bad idea to get the ball rolling. If you start too fast, readers will be let down if you can’t keep the pace up. Also, make certain not to cram too much data in the same publication. A good newsletter can turn into a boring one quickly, and you don’t want readers to become uninterested.

Stick With a New Business-Only E-mail Account

It’s so simple to create a brand new account to receive e-mail messages—yet so many people insist on using their personal e-mail account for business affairs. Don’t let it happen to you. Your company looks much more professional with a business-like name than, for instance, lovebug255@hotmail.com. Let’s pretend like one of your staff uses the e-mail bob_smith_315@gmail.com but doesn’t remain employed with the company? This creates a situation where an ex-worker is getting company e-mail. This is why using personal e-mails is a bad idea.

UK Email Marketing Campaign

Be Sure Not to Spam People.

This rule is so obvious. It gives your business the appearance of being overly forceful if you’re lucky—or it could even make them look like they’re on the ropes. That said, do not push your newsletter on non-willing persons to avoid these two pitfalls.

If you handle your e-mail marketing campaign well, you can look forward to have many excited patrons who will return regularly. If your patrons are happy, they’ll tell all their friends—meaning new shoppers. This makes everybody feel good!