The Basics of E-mail Marketing
May 3, 2010 - 11:00am posted by Jolie Connor
Like most individuals, we at TBG are inundated with e-newsletters on a daily basis. As marketing pros, we are often amazed by how many general rules of thumb are broken by intelligent senders on a regular basis. Many companies have taken email marketing upon themselves as a means to save money in a rough economy. Knowing this, we’d like to share some tips that have helped our clients succeed in their e-communication efforts. This is not all inclusive, but it’s a good start.
- The day and time DOES matter - Research has shown that click-through rates for emails sent between 9 -10 AM have performed on average 15% better than emails sent between 3- 4 PM . Don’t ever send a communication after 5PM. Additionally, research proves that the best days to send are Tuesday, Wednesday and Thursday.
- Identify the sender - Using your company name is generally a safe bet. Most email deployment programs have instructions that make it easy to change your “from name.” Make sure that name is consistent in every communication.
- Run a spam filter test - There are many downloadable spam check programs available for businesses to utilize. One too many exclamation points can send your email into no man’s land, so make sure that the work you put into your email communications isn’t in vain by ALWAYS running a spam test.
- Control yourself - In the case of email communications, more is not always better. Please, please, please do not blast your prospects two times a day, every day. You’ll end up with more opt-outs than informed consumers. If you don’t have anything to say, then don’t.
