Email Marketing A to Z
By Crystal Gouldey August 31, 2011
It’s that time again! The backpacks are out of the
It’s that time again! The backpacks are out of the closet, the lunches are packed and the pencils are sharpened…the kids are off to school again.
Now that the end of summer whirlwind has passed, you have time to focus on email marketing!
And just like the kids, there’s an alphabet for you to learn and remember for your email campaign.
Email Marketing Alphabet
A is for Autoresponders
Also called follow up messages, these messages are set to go at intervals you determine. The first autoresponder is your welcome message, but you can use the rest for reminders, feedback requests, lessons and more!
B is for Broadcasts
Typically used for newsletters and timely announcements, broadcasts get important information out quickly to your subscribers.
C is for CAN-SPAM
This federal law requires your postal address on all emails, among other things.
D is for Design
An important part of your message, but often overlooked. When designing your emails, choose your images carefully, layout your message in an easy-to-read way and keep your design consistent throughout all your messages.
E is for Engagement
If subscribers stay engaged and respond to your messages, they’ll remain on your list longer. To keep subscribers interested in your company, try some of these ideas.
F is for Facebook
With over 750 million users, make Facebook work for your email marketing! You can share your broadcast messages with your Facebook followers and publish a form on your Facebook page.
G is for Growth
In order to grow, you need to bring in new subscribers and keep the ones you already have. Tip: using a web form that clearly explains the benefits of your mailing list will help with both.
H is for How
Subscribers need to know how to interact with your messages. For example, you should clearly explain how to confirm, unsubscribe and contact you.
I is for Incentives
You can offer subscribers an incentive to sign up to your mailing list such as a free report. There are pros and cons to using incentives, and the key is to find a good incentive that doesn’t undermine your offer.
J is for Junk
Your messages can end up in the junk folder if you don’t send relevant emails or it’s not what the subscriber expected. Make sure your emails address your subscribers’ needs and wants and set expectations clearly.
K is for Keep
Keep consistent messages. Don’t change your style, send times or subject matter without warning. Sudden changes can confuse subscribers and cause them to unsubscribe or even mark the message as spam.
L is for Lifecycle
It’s good to provide different messages to subscribers based on how long they’ve been on your list. Those that have just joined your list can get more background information and welcome material, while those that have been on for awhile can be surveyed and sent complimentary material.
M is for Manage
A well-managed list will have better deliverablity rates. Remember to keep track of your reports and try a reactivation campaign to wake up those sleepy subscribers.
N is for Never
There are a few things you need to avoid. For instance, never spam, purchase lists or use a no-reply address.
O is for Opt-in
Asking subscribers to confirm ensures they’re aware they joined your mailing list, reduces complaints and improves overall deliverability.
P is for Publish
You should publish broadcast messages to the archive. The archive allows you to easily share your messages with others, and integrates with Facebook and Twitter.
Q is for Questions
Learn from your subscribers by asking them questions. Get feedback on your product or find out what they want to see more of.
R is for RSS
Your blog can be a great tool and integrates well with email. Our Blog Broadcast feature can check your feed frequently for new content, and if any new articles are found, a blog email newsletter will be automatically created and sent to readers who subscribe to receive them.
S is for Segment
You can create groups of subscribers based on their behavior, such as links that they click on. These segments allow you to send more relevant information to subscribers.
T is for Test
Split testing provides a means of comparing two or more unique strategies for web forms or broadcast messages, side by side, in a controlled experiment. This allows for better understanding of what our website visitors and subscribers respond best to.
U is for Unsubscribed
Learn from those who leave your list. Look at comments and when they unsubscribed from your mailing list.
V is for Volume
You don’t want to send too much or too little. Too much can cause subscriber fatigue, and too little can cause them to forget about you. Set expectations at the start and let them know the volume of email they can expect.
W is for Web Form
Your best method to get subscribers is by asking them online via a web form. Include a form on every page, your blog and social media sites.
X is for Xylophagous
Definition: destructive to wood. Used in a sentence: The xylophagous marketer relied on paper instead of email. Don’t be xylophagous; email is cost effective and more time efficient.
Y is for Your Brand
Everything your subscribers get from you should have your brand on it. Insert your logo in your messages, use a recognizable from name and keep everything consistent.
Z is for Zero
Most of the time you don’t want to see zeroes, but sometimes you do. In the case of email marketing, you want spam scores and complaint rates to be as close to zero as possible.
Are You Following These ABCs?
Look at your campaign and make sure you haven’t forgotten the ABCs!