Last week, we wrote a post about banner advertising and how it can be used effectively for lead generation, not just brand building. Since writing that post, many of you have asked us, as an Internet marketing firm, to write a quick overview on email marketing, which is the focus of this post.
If you are looking for a quick burst of traffic and leads, email marketing is a highly effective channel. But, how do you get the most out of an email campaign? In this post, we are going to cover the various factors that impact results. The most important factor is list selection. There are many types of lists available from compiled lists to subscriber and association lists. How do you know which list to select? The bottom line is that you want to try to stay away from compiled lists unless the CPM (cost per thousand) is extremely low. Ideally, try to go with association and subscriber lists. Although they are more expensive, your response rate and CPL (cost per lead) will actually end up being considerably more efficient.
There are several list management services available such SRDS or even list brokers to purchase lists from. While these services are great, you have to keep in mind that many of your competitors are using these services and many of these lists are used multiple times. Once you have short-listed the lists that you are considering, ask the broker how often the lists are used and scrubbed to remove bad records from the database. You should also consider performing your own research to uncover the major associations and publications in your market, and contact them directly. You may find a couple lists that are highly targeted and not used as heavily, which should result in a better response rate.
The next thing you want to look at is your subject line, which can have a significant impact on your results. Try to A/B split test at least two using a small list of approximately 2000 names to determine which subject line produces a better result.
The next thing to look at is your email. From experience I can tell you that it’s all about testing. You want to test short versus long copy. You also want to ensure that you are using the space above the fold (the area seen in an email view window) as efficiently as possible. Try to minimize the heading (banner) at the top of your email and include your key messaging, calls to action, and several clickable links above the fold. You want to maximize your click-through rate while maintaining a clear, benefits orientated message.
The next key element of your campaign is your landing page or Website. There are several factors on your landing page that impact results including the heading, body copy, colour, images, and Web form. Every single element impacts the conversion, so never give up. It’s a continuous process. If you have any questions regarding an existing or upcoming email campaign, feel free to ask! We’d be happy to help.