Tuesday, October 12, 2010

A process worth following when launching an email campaign

In the time it takes you to read this sentence, some 20 million emails entered cyberspace.

First impressions count. You know that. So don’t mess up your one chance to make a good first impression when launching a new email campaign.

Nothing significant can be sufficiently achieved without the necessary planning. So plot, plan, strategise, and make a checklist before doing anything else!

Preview everything you do before hitting ‘send’. That includes data fields, personalisation, the correct segmentation, spelling, and screen view.

Segmentation is key to achieving success through click-throughs. Segment your mailing list to ensure that you’re sending exactly what you intend to, to the right audience. Besides success gained through getting straight to the RIGHT audience, you will avoid unsubscribes from the WRONG audience through irritation.

Hook readers with content that is controversial, playful, puzzling, radical, engaging and catchy! Ensure that the content is easy to read, and free of spelling and grammatical errors.

Have a subject line that entices, intrigues and captivates. After all… if you’re bored by the subject line… why would you torture yourself by going any further?

Preview your message in different formats, and who you’re sending it to BEFORE sending it off! So check that it is compatible in Gmail, on mobiles, Yahoo etc.

Do not send your final copy of a new campaign or product to your entire mailing list. Mistakes can creep up EVEN when you proofread. So test out your mail on 10% or less of your mailing list. If everything seems fine you can take the leap and send them out to your entire mailing list.

Use conversion tracking to see the activity on your website after launching the campaign.

Know what you intend to do with your campaign results. Will you report it? Blog about it? Use it as a benchmark? Or use it for future reference?

Timing is crucial. Do not send emails when nobody will read them, i.e. weekends, or business-related emails after working hours. Also, do consider time zones when sending emails internationally.

Review after sending. Monitor your feedback and note them for future reference.

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