The effectiveness of your e-mail is tied closely to the value it provides the recipient. It’s important to ask, “Will the target find the content interesting or useful?”

It’s easy to see why ongoing e-mail campaigns are becoming enormously popular marketing tools. They are cost-effective, easy to handle and they work. But developing a successful online campaign is more than clicking the send button. Here are some key points to consider as you take aim at your customer’s inbox.

Subject Matters

Monthly or quarterly electronic newsletters and e-postcards that focus on noteworthy projects have become a mainstay with many companies. But the effectiveness of the marketing tool is tied closely to the value it provides the recipient. News about what your company is doing—and the partners and customers you’re working with—is an excellent way to provide informative content. It’s important to ask, “Will the target find the content interesting or useful?” If your content focuses too heavily on a promotional message, readers can lose interest and quickly transfer your message into the recycle bin.

The appearance of your e-mails should be professional and representative of your brand identity. Content should be brief, clutter-free and easy to read. HTML coding allows messages to display eye-catching images that enhance the appearance. Because many recipients choose not to receive HTML e-mails directly, it is important to include an optional link that allows them to view the message in the form of a Web page. In addition, creating a text-only version of the message is important for those whose browser or security settings prohibit receiving or viewing HTML.

Don’t be a Spammer

The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003 was put in place to help reduce the insidious amount of unwanted correspondence that shows up in everyone’s inbox each day. A prudent approach is to follow permission-based policies for all electronic marketing programs. This means ensuring that anyone who receives an e-mail from you has provided permission.

For example, they may have subscribed by filling out a form on your Web site or completing an “offline” form indicating consent to be contacted by e-mail. Other potential contacts could include customers who have purchased a product or service within the past two years, and someone who handed you a business card at a recent meeting or trade show. In the latter case, it is best to inform the person that you will be in contact.

In all cases, the legislation requires businesses to stop sending e-mails to those who request to be removed from a list. This requires a functioning reply address or unsubscribe system that operates for at least 30 days after the last mass e-mailing.

Measuring Results

Tracking tools have become a staple with all broadcast e-mail services and the degree of statistical tracking has hit an all-time high. Easy-to-read reports list the number of recipients who open the e-mail and the items they found interesting enough to click on. The tracking can also record “bounces” (e-mails that did not reach the intended recipient) and those who unsubscribed from future mailings. The average open rate for broadcast
e-mails varies among industries and audiences. For example, campaigns conducted in the manufacturing industry have reported an open rate of around 30 percent, and a click-through rate of around 23 percent.

Timing is Everything

Ever have one of those days when you can’t find the time to read your e-mail? You’re not alone. Scheduling your broadcast e-mail to arrive at optimal times can significantly impact your open and click-through rates. In general, avoid Fridays and most days that fall before and after major holidays. Consistency is also important, so if you establish the first Tuesday of the month for launching your monthly e-newsletter, be sure to stick with it.

Web-based and electronic media are gaining prominence among companies’ standard portfolio of marketing tools.

Here are a few guidelines and caveats to help you determine how to best put these high-tech tools to work for you.

Do take the time to identify what portion of your current customer base is technologically savvy enough to be receptive to interactive media. Do they spend more time at their desks than in the field? Is their preferred means of communication by e-mail? If the answers to these questions are affirmative, then you should strongly consider developing these tools.

Do consider the amount of time you are asking your customers to invest viewing your Web-based or electronic marketing piece. If you plan on using graphic-rich e-mails, for example, to promote specific projects and services, be sure that the brief copy you do include educates the customer on how to approach a specific issue, or gives an example of how they can better work with your company.

Do respect your customers’ right to privacy. Make sure to send information electronically only to those who have given permission. Always include both a reminder to forward the information to others and an opt-out e-mail address. And, if you are sending information electronically to a large group, do not reveal the e-mail addresses of others on your list.

Do use Web-based and electronic tools to showcase your talent. By featuring special projects, these marketing pieces can inspire your current customers to use your services in a way that they might not have considered before. In some cases, they might not have even known that you provide that specific service.

Don’t, as a general rule, rely on Web-based marketing pieces to initiate a relationship with a prospective customer. The first point of contact for most B2Bs should be through more professional or traditional introductions, such as direct mail, advertising, trade shows or networking. However, Web-based pieces can be effective selling tools if the prospective customer expresses an interest in learning more about your company’s products and services.

Don’t inundate customers with Web-based or electronic pieces. Determine the frequency of messages you would like to send, how it fits within your sales process and how you can measure the effectiveness of the pieces. Depending on your products and services, your target audience will have a threshold as to the amount of information they can or want to consume through the Web.

Don’t replace interactive media with standard marketing essentials such as newsletters, capabilities kits, business cards and postcards. It is still important for people to have something tangible that they can reference easily. The variety of communication with your customers and prospects is also something important to consider. Just as not everyone will have time to read a newsletter, not everyone is going to read every electronic message you send. But by doing both, your chances of getting your message across increase greatly.

Directing consumers to your Web site has become the definitive call to action. Not only can a company provide an overview of its capabilities with its Web site, it can feasibly complete a sales transaction.

Whether traditional media outlets are willing to admit it, the Internet is proving itself as a credible, measurable advertising medium that reaches targets and gets results.

According to TNS Marketing Intelligence, online advertising for the first half of 2005 is up 9.4 percent over the first half of last year. While most categories continue to grow, the Internet has become the fifth-leading vehicle in terms of overall spending—ahead of local radio and business-to-business magazines. With new measurement tools and more message options, businesses are finding it easier than ever to reach customers over the Web.
Web Site Tracking

Directing consumers to your Web site has become the definitive call to action. Not only can a company provide an overview of its capabilities with its Web site, it can feasibly complete a sales transaction. Today’s companies also benefit from a variety of Web-based programs to track and analyze site visits and create custom reports. The current focus is on measuring behavior instead of clicks. Companies can easily track which parts of their sites attract the most attention.
Direct E-mail Campaigns

Despite the many challenges presented by spammers, virus attacks and rigid company firewalls, direct e-mail campaigns continue to serve as a leading marketing technique.

Many businesses have discovered the secret to creating an effective e-mail campaign lies in communicating a relevant message with a known customer base. One of the most popular techniques is to provide a regular on-line newsletter that offers information the customer can use. The “e-zine” can be e-mailed to current or prospective customers; the companies can quickly and easily measure the customer’s interest.
Public Relations on the Web

Journalism is as active on the Web as in any other medium. In-depth features and by-lined articles are prominent components of online publications.

Many believe the future of Web journalism lies with weblogs or “blogs,” which serve as personal and professional journals on a variety of subjects. As they grow in popularity, many blogs have developed enormous readership and a large sphere of influence.

Technorati.com, a real-time search engine that tracks what is going on in the “blogosphere,” is currently following 16.5 million sites and 1.4 billion links. According to David Sifry, founder and C.E.O., over 80,000 blogs are created each day.

While use of blogs as a marketing tool is in its infancy, many marketers see value in their ability to offer informative product information—in effect, working as a component of online public relations.
Choose Wisely

Whichever forms of online communication you choose, be certain they make a good match for your company and your message. Keeping your message on target with relevant, useful information will benefit you and your customers and help you get the most out of the Web.

General rules for good communication apply as much to e-mail as to any other medium.

These days, companies conduct more and more business electronically. E-mail has many advantages – speed, ease of use, widespread availability, and economy. However, many of these advantages can be lost when e-mail is used improperly. General rules for good communication apply as much to e-mail as to any other medium. Here are some tips to get the most out of your electronic messages.

It’s not instantaneous

Don’t assume that your message is received the moment you send it. Many professionals limit the number of times they check e-mail throughout the day. Sometimes a phone call can be more effective.

KISS

The acronym KISS means, “Keep it simple, stupid!” The best communication is concise and straightforward. Short words, short sentences, and short paragraphs work best.

Style counts

Each message you send reflects upon your professionalism and the image of your company. Correct spelling and grammar are just as important as in any other form of communication. Most e-mail programs have a built-in spell check function that can automatically scan your messages before you send them.

Make it personal

Although e-mail is less formal than a business letter, you should still address your recipient by name in the greeting.

Meaningful subjects

Many people must sort through hundreds or even thousands of e-mails in their inboxes every day. A short, direct subject that is meaningful to you and your recipient cuts through the clutter and makes it easier for both of you to track.

Make it easy on the eyes

Reading from a screen is more difficult than reading from paper. Lay out your e-mail using short paragraphs and blank lines between each paragraph. Using bullets in the layout will make your e-mail easier to read. If you are making several points, number the bullets so that the recipient reads the entire e-mail.

Keep it professional

In business communication, avoid abbreviations such as BTW (by the way) and LOL (laugh out loud). The same goes for emoticons, such as the smiley . The recipient might not be aware of the meanings.

While amusing in personal e-mail, the animated emoticons and other graphics available from Yahoo, Hotmail and other free e-mail sites attach advertising to all e-mail you send.

DO NOT WRITE IN CAPITAL LETTERS

On the Internet, writing in capitals is like shouting in someone’s ear. Capital letters are also harder to read.

Answer swiftly

Colleagues and customers use e-mail because they want a quick response. Reply to each e-mail the same business day, or at least within 24 hours. Use auto-response features when you will be out of the office.

No spamming

Not only is spamming against the law, but businesses lose billions of dollars each year through lost productivity as a result of spam. Only send bulk e-mails to those who have given you permission to do so.

Permission and value are key to effective e-mail marketing. A customer who opts in to an e-mail list expects to receive something valuable in return.

Used well, e-mail can be one of the most effective means of generating product awareness and building customer relationships.

E-mail can be used to:

• Cross-sell/up-sell products and services
• Perform customer care functions, such as billing and payment, confirmations, and thank-you messages
• Advertise sales, such as holiday-driven promotions, close-out sales, and sales incentives (i.e., 50% off)
• Promote loyalty programs by offering discounts and incentives
• Distribute newsletters

Used poorly, however, e-mail can annoy and alienate customers to the point they will never do business with you again. By May 2003, more than half the e-mails received by U.S. businesses were unsolicited. The time we spend deleting or defeating spam costs an estimated $8.9 billion a year in lost productivity.

Permission and value are key to effective e-mail marketing. A customer who opts in to an e-mail list expects to receive something valuable in return. When you deliver relevant content or sales offers, the customer develops a more positive relationship with your company. Fail to meet customer expectations, and they will delete your messages unread and perhaps even opt out of future mailings.

Sending marketing e-mail is like making a personal sales call. Listen. Ask questions. Offer a solution. If you dominate the conversation with your agenda, waste prospects’ time, or neglect to ask questions about their needs, your calls will never be answered again.

Successful e-mail campaigns include several elements:

• Content. Deliver useful and timely information. Be brief.
• Interactivity. It’s not a dialogue unless your customers can talk back. Include vehicles for replies, feedback, surveys, and questionnaires to capture responses and information.
• Convenience. Deliver messages at the most convenient time, in the preferred format, and at the preferred frequency. Don’t assume you know — ask!
• Customization. Address customers by name. Talk to customers on a one-to-one level by tailoring content to their individual preferences.
• Customer control. Give customers as much control as possible over frequency and content.

Fostering valuable e-mail dialogues elevates your company above those who randomly blast one-way communications to clutter up their targets’ inboxes. With an interactive campaign, your messages are more likely to reach your targets, and your response and conversion rates will improve.