The numbers typically don’t lie. There are some from Jupiter Research that says effective email marketing campaigns in Trinidad and Tobago could produce 9 times the revenue of broadcast mailing. Here are some more statistics that should get you to RSVP “yes” to an email campaign:
- Email is also credited by 59% of marketers as being the most effective channel for generating sales.
- When looking for a deal, email just edges out company websites as where people look for deals from a company they know.
With nearly 80% open rates on permission-based emails, there’s a lot of promising prospects to creating a campaign. Just as with venturing into any marketing territory, though, there are some key factors to keep in mind.
- Ask permission before adding consumers to your email list and include ability to opt-out.
- Go for quality over quantity when it comes to gathering lists. Accurately targeted smaller lists will get further than a larger, widely cast net.
- Personalized emails (names) generate higher response rates.
- While brevity has always been touted as the way to go, longer subject lines are OK these days. New research from AlchemyWorx found they are effective when it comes to opening and clicks.
- Clean up any existing email lists to eliminate dead-ends and long inactive accounts. Check your addresses for accuracy, know your bounce rate, particularly the hard bounces for incorrect emails. Otherwise you could be hurting your campaign. Have subscribers enter their address twice to confirm.
- Offer a value proposition.
Crafting the message
Most people look at the “from” address, then they scan the subject line…. grab them with something that speaks to their motivation to open. Try using words like ‘sale’, ‘offer’, attention’, ‘invitation’, ‘breakthrough’, ‘personalized’. While all of these words may not apply, find one that does, or use a related term that accurately describes what’s being offered. You’ll need to play around a bit and see what works.
If it’s not a sales related email… make sure the subject line is compelling, or time sensitive – ‘Newsletter Feb 2012′, or ‘important info.’
Experiment with these components to reach your audience.
- Try differing the length of subject lines, their tone, their content.
- Play around with copy size, images, video.
- Send messages out at different times of day
- Avoid going on and on about your business, people are busy and look for the quick take. Simply state what you’re offering at the beginning of the message.
- Never promise something just to hook your customers in, then provide them with less. If you’re offering free shipping, don’t have numerous exceptions or people will feel duped. Don’t claim your product or service can do something that it can’t.
- Try not to overload. Too many graphics and hyperlinks can get in the way of a good message. They may also display incorrectly.
- Don’t fumble the connection. If you include a link, be certain it works by testing it out on different operating systems so customers will be directed where you want them.
Once you’ve waged an effective campaign of email marketing in Trinidad and Tobago, you’ll want to evaluate the results. Use real-time tracking to see when emails are opened, analyze where the responses are coming from, and in response to which messages.
Do you open company emails? Do you think they would work for you? Contact us and we can help you develop a plan that will get response.