| E-mail marketing is proving to be an effective and low-cost advertising medium for online and offline businesses here in Scotland. Email marketing allows easy tracking and measuring of results. More importantly, it allows businesses to stay in front of their competitors for a fraction of the cost of traditional advertising. Don’t for one-minute look at e-mail marketing as a long-distance tool, e-mail marketing is just as effective in your local area.
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An effective e-mail marketing campaign needs to be strategically planned in advance for optimal success. What is the purpose of your campaign? To sell, to inform, or to recruit are possibilities. Do you want more orders, new customers, or new subscribers?
Is your email list targeted? Can you segment your list for greater success? Segmenting is creating subgroups within your list that you can then target with specific information and offers. Also consider where your list evolved: did you buy it, did it come from your website, blog, or is it an affiliate list?
Before you begin your e-mail marketing campaign, consider the following metrics you could use to measure its success:
Read Rate: The measure of how many people open your e-mail and how often they open it.
Click Through: Are your emails successful in delivering traffic to your site?
Forwarded: Are you getting any viral effects?
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Unsubscribe Rate: How many people are unsubscribing from your e-mail list.
If any of these measurements are unsatisfactory you will need to analyze your e-mail marketing campaign. Was there an incentive to buy now, not later, and from you and not from your competitor? Was there a call to action giving specific instructions to be followed?
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E-mail marketing results show that readers respond best to shorter, clearly designed messages. This means they will be looking for your call to action and the link to complete that action. Make sure you provide clear instructions with a targeted message so that you take advantage of the few seconds you have.
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The more e-mail marketing campaigns you run the more data you can collate. Look at what your prospects are responding to. Adapt your campaigns so that your read rates increase, your click-through rates increase and your unsubscribe rates fall. If you can pick up some forwarded referrals along the way, so much the better.
Local markets like the market here in Scotland respond well to carefully crafted e-mail marketing campaigns.
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