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8/7/2019 Threesides Email Tips - NettMagazine March2011
http://slidepdf.com/reader/full/threesides-email-tips-nettmagazine-march2011 1/5
COVER STORY 20 EMAIL MARKETING TIPS
into customers'inboxes every day, it can be tough
getting your email opened - let alone actually rea
BY NATHAN STATZ
Thcre nas orce a golden period ol
elcctronic connnunici!ion $here email
Nas shinv and nc\il and rcceii,ing an
'ollcrlrom
a compan,r nas the grcated
thing siice sliced bread. Concepts lilte'con!$sion rates and click ihroughs
.liln\ c\ist. and consuncrs would
happil), s'icld their credn cards through
any nunbcr ol adlcrtisements that
arrired nl lhcir inbox.
That nigh! be hos some rcmcmber
it, though thc truth is that custoneF
arc rarcly that naive, and over line thcl
have becomc lar moLc net-sarr1'and
erpect smallbusincsses to crolrc with
thcm. lhis has narurally translatcd
inlo higher crpccmlions on emailbcing sent to customers, and makes
i! all that much hrrdg to havc vour
commucially-driren mesagc opencd
Thc good ncs,s is that as customo
expecution has sen. so too has thc
undcrsLanding ol thc crpots and thc
methods tbr ha!ing rour voice heard
Thi, is particularll jmportant stcn your
emlil neNsletter is onc ot nany in thc
customcr's inbox - sandsiched benrccn
em.il toflfards s,ith links to hlrmorous
YouTubc !idcos. \o matlct shat fonn
of cmail m;rkctingyou arc prcparing- he r hc(sl.tter a direct ofter. a
onc'oli promotirn or something a little
morc un(uc, there ls r lot ro be learneil
by asking thc experts.
16 NETT InARCH 2011
8/7/2019 Threesides Email Tips - NettMagazine March2011
http://slidepdf.com/reader/full/threesides-email-tips-nettmagazine-march2011 2/5
The 20 steps to success
1 HOMEGROWN ISI ALWAYS BETTER
Thc old adage that ifvou rantsomcthing donc riqhr, then lou hdyc
to do it youBellrerlly is truc $ien irconcs to your crrail databasc. Ideallvtbc list o1' cnrail addrcsses that vou scnd
!our nenslcucr ro will be -*""a t,orn
customcrc or websitc visitoB'T|e n!nbcr onc thins to do bctbrcanvthing clsc is dcvclop a good Iistof email iddress.s Lh,r h,c.rh.rinbrnition dttxchcd to lt such as
the name ofthc cusromos and theirpostcodes, so you cdn sork our \h.rcthel,arc fron, srtys Todd U/righr, d
dircctor !t l hrecsnles.'''l hc goldcn rulc is to nevcr buy a listahlavs build thcnr. Its hardcr to build
thcn but \'ou should nevcr buv or rcntlirts unlcss you ve gor rero cusromcrs "
. USE A HOSTEDZ soturrorThis may secm likc an oblious choiceto thosc alrcady on board the hostedenuil band$.rson, but manv $nallbusin.sscs slilluse a custonrised
program to send out ncssletrcrs. Thcscs,crc oficn purchascd : decade ago. orworsc, thcv rrc sending ir thcmseh,cs
through Outlook or \lac Nlail.''I:i!c ycars dgo you nright halc
considercd sending it out trom iouro\!n cnrail and \our o\D enail soft\lar.,but these clays vou 100,1 nccd ro go(ilh a hosted cmdilprodlrc!. Therc are
plcntr out thoc and some ol rhc morepopular ones can bc pay-as you go, so
lou only pay lor how many lemailsl I'ou
SigDing Dp \ith a hostcd enuilprorider has sercral bcncfits, includingthc Iibcntion ol your intcrnalenrailscrci from scndirg out thousancls
ol ncwslcttcrs cach sccl On top olthis dcpcnding on ho$ much you
sant to spcnd - hosting proviclcrs sillgne lou acccss to dcsign rcnplares as
$c]l xs rcporting rnd monrtoring tools.
Choosing the tools you nccd is rnimpoianr palt of thc proc.ss.
Z GET THE MOST OUTJ OF YOUR TEMPLATEWhcther you arc just getting \our lict$'ct iD the email marletihg pond oL are
s,cll-rersed in its tLcrchcrous cleptlrs,
tcmplates can bc incredibli useful.
Often thel' can be sourccd for hcc, or$ill be prolidcd with a hostftg package.
W|atever thc casc. it shoul,l hccustomiscd to suit your aLrd'encc and
raLed ovcr rrith a finc tooth .omh ro gcl
Oncc you bccomc a lirde morclaniliar $ith thc process, jr cdn reallypar ollto havc your cmrilnarkctingstrongh reflcct thc look and leclolyourbDsincss. accor.ling !o \\iright.
A MAKE SURE YOU4I HAVE YoUR TEXT-ONLY BASES COVEREDYea6 ago, it ('as conrmon pradiceto prcparc an entirelv seprrate'texr,only vcrsion ollnur cmail ncrvsletter'fhis
has sincc bcen replaccd bysolnlare that does it alltbrvou, and
dutomaticall\' !pits out a pufe,rcxtvcNion ofvour nensleitcr lor customers
rvho a.e allcrgic to dre bclls and
\4rist1es of ITTIIL emails.\Vhen
vou are shopping around lbr a
hostcd cmail svstcm, m:tkc sure tou gcr
one tha! does bodr automarically. Whalit $ill do is scnd out the Hl,\lL lcrsion
anil pcople can pick Lheir preferenccs
and say shethcr thcy $ant rerr orFrTNlt_, adds \vrighr.
"The number onething to do before
anything else is
develop a good list ofernail addresses thathas other informationattached to it. "
FIND THE PERFECTTIME TO SEND
Not allemail arrnal rimes u,ere created
cqual, so it is important !o maximise
rhe chanccs of ).our concspondencebeins doublc cljcked on. T],pjcaulyour strndard office dncller $ill have a
dozcn or morc emails \lairiDg lor rhen
each morning, and ncs'sletters ivili bethe first thing to be cullcd from thcpre-callcindtcd brains of your dDdicncc.Similarly, there are benefits ro scndingit out belorc lunch or iD the carlv
aliernoon. The golden rule herc is totes! il out and lind whar \rorks best f<ryour particular audience.
.Wcdo a lot ol$ork wirh rourism
clicnts aDd s'e find thar Wednesday
nornings and Thursday norningsarc the best time to send our traycl-rclated information. Peoplc ha'e got
to Wednesday and they arc aheady
thinking about the weekcnd. They are
sick ofthe daily grind at work and thatlast 48 to 72 hou6 befbrc the rveekend.
we have sccn. is the bcsr tlme ro hirpeople," sars \Vright.
A DON'T SPAM\,f \\ hcn yuu h (r \rjrr ulr rn emdilmarketing, ir can be tempting to send
more and nore, particularlv r.hen rhcystart gcncratnrg sales lcads. The corrcctpath, ho$evcr is to rcsisr tcmprationard only send your cmail neirsleuer as
oiten as your audiencc cxpects ro ger it'You might sce eBay send out three or
four email nervslctters a rreek rvhereas
most smallbusinesscs uouldnr be ableto get a\!ey $ith thdt. Pcoplc $ouldunsubscribe instanth rdds Wdght.
Its important to crcare a balancc
betNccn action and rej€ction, accordingto Utight, bccause it you srart,nnoyingpeople .rnd getting unsubscribes, you
harc tiefeated thc purpose.
7 KNOW YOUR/ AUD|ENCEi\lucb liirc everv picce ofmarkcting.thc cniil {rsion is all about rhe pcrson
l-ou are prtching to. U/hilc nobody has )
I1ARCH 20',]t ]\ETT t7
8/7/2019 Threesides Email Tips - NettMagazine March2011
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covER sroRy ' zo evArt MARKETTNG Trps.
AVOID SPAM FILTERS
Iis blrtrnth obvious that harine
"People are always looking for exclusive
rour emrl trgged as spam and
rutonrticalh movcd to thc junlirnul lolrh is to ho avoirlcd and thc
sin4lest mcthod ol doing so is to dloidconmon yan kcni.ords. T|is can bc
ob\ious mbjccr-linc |cadings such as
adicrtistmcnt', frcc and slmbolssrrch rs s rnrl I As:n rhsolute mrsL.
the cmailhoslou go with sLould hare
a span c|cc[. If not, usc thejunkloldcL scttings in Oudool or Nlac \lail
1 N PERSONALISEI V t",,,,,", "-.*" r r"r,.
rurn arrund il someone calls your
nrmc in thc stfcci than if thcy sal, |cvlou. $ too is the p$sonalised emailgoing to dras far morc nttcntbn thrn a
''Tflou doni pcsonallsc thc cmail,you grcatlv rcducc thc likclihood ofitbcing opcncd.r! all,' cxplains S.r!htrlcll1ryrc, .t dircctor.tt Ton1 Tom
''\bu\,e got b get the thing opcncdbetore lou can actually communicatc
the message rc the audience By
pcrsonalising. vou increase the
lilclihood ofit being opcned by about
11 DON'T BE A ROBOTI I u". "t,1. t"",t,'"g,..n,,,"
subconsciously glances at s,her an
cmrillands in their lap is rho it is
fron. Therc is a far grcatcr chance
thrt it Nillmalc an imp.cssion on your
ludicn.e il its t.onr a rcal pcrson, oroen a company namc, as opposed to
the namc of the cnrlilrobot sending out
lliou havc a pcrsonal rclatbnship$ith mc al m! compaDt,' thcn _you
sill probably opcn that cmail, sars
\l.lntvrc.
1
'TEST, TEST, TEST
I Z. AND THEN TESTSOME MOREOnc olrhc grcat levellers in email
nirrLcting is the lact th.rt you canlccp crpoincnting and reGnrrg untilrou lind cractly u'hat is going to worlilbr rour busnress. This can bc donc
L! 5ctting up tesi lists, \!ith a snull
offers - they rvant to know that they are a
rralued customer."
the time to go ind nleet thc hundrcds,if not tbousands, ofpeoplc on your
enail marlrcting list. there is plcnly ofroom for understanding trnits about
Wright uscs the example ola blrildcrvLo nrav have built a hst lrom peoplc
intercstcd in homc rcnovations. It!still a purchase pcoplc nake once or
twicc a vcar, so the audicnce may gct
turncd ofillyou start scnding them
rvcckly updates. In this sccnario, less is
delinitely nore, as a quarterlv oftir is
going to hit hone lar better.
c) STRIKE A BALANCEC) th"nls ro rhe
'heerlolumc ol
information that everyone $ith an
la NETT MARCH 2O1]
intenct conncction is erposcd to ona daily bdsis, thc all roo obvious srlcs
pitches \vill often be deleted Nirhout
evcn a cursory glancc. This is cspccidll\.
true in cmail marketing, wherc rdelicatc balance must be creatcd
bet\leen your selland your contcnt. Ilthe copy screams buy, bul buy thcn
the battlc has already bccn lost and
vour targct audience has no" norcdon to a lors,arded picturc ola domcsticrnimrl u,lth a hrrmororrs hca.llinr:.
''Pcople arc ahravs looking for
crclusr'e ollcrs they want to Lno$thar thcy are a valued custorncr - buL
at thc samc timc, you need to b.rhncc
that Ihe busncss needs to makc surc
r!'s notjust a sclljob,'\larns Wrigh!. :
8/7/2019 Threesides Email Tips - NettMagazine March2011
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"lf you have a personal relationship with me
at my company, then you will probably open
that email."
scgrrent ol lour database, and sendnrg
rhcn a slightly dilfcrenr cmail, or at
a slightly dilferenr rime, or sith anv
number ofnreaks that you uant tosorl lnro !o,,r mireri,l
'l he bedtv oi this is that it $ ill gne
you a reasonably accurate gauge ofhos
yolrr changes are going to be recentd,sithout sending them to vour entirc list.
1 7 CONTROL YOURlJ oualrrv\{hcther you arc r sole tradcr or
running jn oper.ubn !rith a doublc
digit headcount, the.c Nill always b€ a
way to set up a quality confol slstcm
This means haling a tcst'cnail list
olyour emplovees, yoursclf and other
people nho vou think are rclerant
such as marqDec cuslomcls. husiness
prrlners, ad!isors, etc.
Bisicallri anyonc $,ho can spare
live minutcs to manuallv eycballvnr nenslctto and lrnh lor ohvious
mistakes. The point ofthis is thc tact
that ifvou $rite thc s'ords, you are
not able to proolread them as sellas somcone rho is seeing them lorthe first timc. This might not sound
ljke a big deal, but its quitc easy )
IN A NUTSHELL
. Permission - You absolutel) need
to get pernission irom whoeveryou
. Relerant, tageted copy - Thinkabout your custoner N,lake it easy
for them to respond and also make iteasy for them to unsulxcrihe.. Measu.e Nleasure your opens
and clicl's and then nveak based on
r Subject line l)onl spendhours making beautifulemails, but
fbrget the subiect linc. Ilit is not
compelling, it won't be opcncd.
Saurce: Snrah Mcln4te, .lirectat at
Ton Tan Comnunication.
Tp #ll Use email marketing to build relationships withI f customers instead of iust promoting pnoducts
Email marketing is a powerful tool to build customer relationships. Via email, you can provide your
customers with useful information and start a tlvo-way communication. Build email campaigns fromstan to finish with lhe help of Netregistry.
@:"*::,'.*y;B ;i::,:'"',"'ff 'i:l"i#;'l;:*""1 ""
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COVER STORY 20 EMAIL MARKETING TIPS
"Don't rvait until theencl of thc cmail to
communicate r'r'hatit is cxactlv that you
n'ant them to do."
l;r r m,ssnc spciling injstal. to sliltlrough \our osn oncc-o!.r lnd loolcmb!r!ssing in ll(nlt ofyour cntiic
14,?31.1":fi,y,f*lImlcaslr r our r ocrbu[Ll rnd gnc thcO\turd Djcrur!n gNrhcring dust on thtshcll a good \orl<rt. bcing con.isc jr
rhc oxlcr ol thc clar in onxil mul.c!lng.r\ccotullng n) alhris l)rlc, nrnrtging
d rcck, rt Nllrketi.g lJQ, this incdns
.lllng surc thc cop! ii sjmplc.uldargon F.c. Hc rdliscs h.rljrg surc rhc
nrcss.gc is gctting through rcn quicllrdnd to hil thcnr $ith thc ollcL c h
1 E CLARIFY YOURI !' CALL-TO-ACTION
It s ro good hrling shaL rou \lnt )ourcustomcLs to do thcl erc unlilct! to
tut rhc .llirt nrto lin.ling it ll\' thc
s.rnrc lolcn. it:s going to bc disxsbous iiyoLrr Lerdtrs haic to sooll rhrclgh krng.
irtn,rnr, olls-tn-rcti,r,'l)on t slit uniil thc cfd o1 thc crnril
to communicltc cucth $hat it is \ouvnt thcm to do llc \q\'clcrir silhrhat iou arc acturlh' ollirlng thcn ancl
Frrlr it cl.dr hon tor r.rf! thcn to
cont.rct iou, adds l)rlc.
1 A BRANDINGI \J lp rrr.,nce is.crirh n^ shcn r
comcs to lru shoplront or rclxitc, and
lour cn il Durlcll.s s no dillercnt.Its comnmn scnsc thrt lou rrant rour
20 NETT |'.4ARC| 2011
customcs to Lnor (h. mnt.rirlco.rcstrorn rou and loL u Lo bc branderl
\ou nccclto malc suLc rhat rhc lool!nd t(lis.onsistcil \nh lour rcbr[dcsjgn, so rhJI pcoJ)lc crn sc. thrt iLs
corning hrm rhc brrsintss, sls l)rL.
1 7 SEGMENT YOUR LISTI / r..^
\o!rlist ol cdr.tllrddr.ss.s is () b.!rgir inro onc big d!trbrsc .Ircl thcn bl.rst
ln rcrlir! Lhls is.i r.ru.rlh bcsr
prrcticc, as thcLc is lar rur ro Lc
gaincd bi splitrinq rour lsr rp irrogurfs and tailoinq thc rrr*.rsrslishd\ turcrch onc
llr.scgncntrng iour rl,rt.Ll,,s in .rL 1,
r s.u rou rLr rblc to 'cril ., J,,:|LlL
ahocd losirn ol rorr ncr.lLt.: r,,
ofto io diltirrDr d.n,,,!i.,1,1,i., I1,,
'nightb. bl locrtjor. iq!. ,f ,,f. 11,,
customcLs rncl rnoLh* li,, p.rrtn.L.
18P,:I"T.:::,?,:-S"scrsc ncm blt ur olion br.r r.,"m!r! sh,rll busirc$cs lll I!ll nr
,\! lcmt)ljng l! it i! ro crpr!r! ff_.,:acldrcsscs through lour rcbsrtc rn . ".r.rr possiblc, its h rour bcst rnr.a'rtu onl\ scld in,or.r!tioD to dros. iir..:
Thc ffrin r.rlrr bchiftl Lhis b rh.,:
proplc si11 rcscnl\ou, birnilcd m,*: .
and rour busi,rtss in gcncLrl - rl th..stirl rccci\ ing un!)licrtcd inhrm.rrnrlIiom rou on r rcgulr brsis
1O MAKE A PROMTSEI r., tr...rrr 'rr.',:hrl,, r.rrJ I uL ris
onc ol thc mo+ orcLlooLtd clcncntsol rn cm,jl nlflcring crnrpdjgnt ht pronlsc rou grc r hcn somconc
.hr.ls rh! lirk,Lo\ ni $ rhd tr,nr n,
rc.cr. lour cnril rcrslLtro or orhcr
nr.rk.liirg ndtefal is !n irnporrinr onc.
\l!i\ snull bus,n.sscs m.,kc thcmi\trlc 01 Dot mrliing l prrnisc !I thcopt in. lhci lust srl hoc, rcgisr$ lirour updatcs. sai s Drlc.
Z) N USE CLEANZ \-,f lruo PUNCHYHEADLINESTlris s alnrost rn crtcnsion ol nor
l,clrq rorclr, bur hcrdllncs tc so
in]trtrDt thcv descN. c\trl i.ttcnti{)n.Il,. lii.rcncc bch!ccn \ohconc,)1,!nirg !our cmril. ntfling it .rs ic.]d..Lfl Do|ng on crn bc x.o!t,l(. otrords fhc lcss trrc th,u is rc{luircdl,,r
'rmtoncro icaclrour hcldl nc.
:rr. norc lilch rhc\ arc ro bccomcrno(sLcd rnd op.n j! sirhin rcr!n\.,r r.,llv rhis.loc$i ncr I \orL
.h,,rLtl sfu* i,N'ing onc roLcl subjccL
f ... l)dt il \olr crn !i! sonrcrhinq irl.. r. ,!.ds. oltcn \ou crn ir\ it llr' .. r,lr.rnch'u l.uror(i\c E
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