It seems like
everyone today has an email account, several in fact, one for business, one for
personal and if you’re like me one that I give out to places I know will just
be sending me spam!
How can a business get
you to open their emails, the ones you send to the spam address? How can
they improve their email marketing relationship to make you happy to receive
their emails? Well read on and hopefully I will be able to help with this
dilemma!
Creating an email that
is going to catch the eye of the reader. You need to be able to make them want
to open this up and read what you have to offer instead of hitting the delete
button. It’s not as easy as you think! Campaign Monitor, which is an email
marketing platform, launched a product called Canvas which is a new way to
create emails instead of the traditional layout. This will hopefully make the
email more appealing to the consumer. Canvas was also created with the mobile
user in mind. More and more consumers are doing everything mobile and moving
away from the desktop way of doing things. Canvas also allows users to use a
flexible style of email that can catch the brand.
When developing your
email campaign there are certain steps to follow:
1.
Build or obtain an email
list, you can do this by either a permission-based list, or rent email
lists.
2.
Profile and segment the
list
3.
Establish a
communication time
4.
Develop specific program
objectives
5.
Write compelling copy
6.
Structure your email to
be receive and opened.
7.
Create links to further
information
8.
Make it easy for
viewers to take action
9.
Test and revise the
email
10.
Measure results
11.
Integrate learning into
next email program.
I didn't realize till I
took this course that I actually do this for the emails that I create and send at
work.
I work for a credit
union and I use email as a way of communicating with our new members. We have a
product that allows car dealers to have our credit union finance new loans for
customers. I would say about 95% of these are not existing members of the
credit union. I get a list of these new members that are around the area of my
branch location, and I reach out to them. I first call them, and like most all
of us these days, people are on the go and don't have time to talk about what I
can offer them, this is where my email marketing skills come into play.
I try and personalize my
emails to each member I send out, by that I mean I don't just do a generic one.
In the few minutes that I do get a chance to speak with them, I verify all
their information and get permission to email them. I then look at the
information we have on the member such as credit score, age, employment, if I
have it, and then determine what products I should market to them. I of course
let all of them know about our free awesome checking accounts that we have that
actually pay you every time you swipe your debit card. I then personalize it by
telling them the different credit cards we have along with the perks. I also
include our locations and let them know we are part of the shared branching
network. It is kind of hard to create a catchy subject heading, but at least by
speaking with them first, letting them know I will be sending them an email
hopefully makes it so they open it. I also include my name, direct line, title and
have our logo on the email, so if they forget they know when they open it, that
it’s a legit email. Since I work for a credit union, every email I send is sending
secure. I have had quite a few members contact me back most by email, letting
me know that they are interested in what we have to offer and either request
more information, or let me a know of a good time to call them. So far I think
we have developed a very successful email campaign for these new members. We
also have a generic email we can send out to those we can’t reach by phone, I
tweak these by adding my personal information in them and by including by own
personal welcome to the credit union.
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