Merge into the FAST LANE of e-mail Marketing

By Grant A. Johnson, Johnson Direct

"E-mail Marketing. It sounds simple, right? We should remember however, that it is a direct
response medium, requiring knowledge of and experience with tactics such as lists and databases,
effective copywriting, and personalization techniques, to name a few.

Read these important REMINDERS before your next e-mail campaign."

Technology is moving at a mind-numbing rate. Keeping pace with trends that drive the electronic frenzy is difficult, but none the less it is important for marketers to understand, anticipate and apply developments.One of the trends marketers need to know about is e-mail marketing.

Advantages of E-mail Marketing
Set Clear Objectives
Plan for Constant Improvement
Do's and Don'ts of E-mail Marketing
Consider Professional Help

A few of the advantages of e-mail marketing are:

• It's inexpensive
• Highly targeted
• Produces almost instant results
• Has a high pass-along readership
• A form of e-mail marketing is the e-mail newsletter, created on a computer (usually all text) and e-mailed to a database.
• A newsletter can be helpful for promotingspecials, new products, driving traffic to a Web site or making an important announcement. The idea is to generate interest from your target markets for valuable information in an easy-to-digest newsletter format.

No matter what form of e-mail marketing you choose, every campaign should start with a strategy.

Set Clear Objectives
Just as a direct response program requires strategic planning, an e-mail campaign does too. The plan should identify what you want to accomplish and how to implement your program to meet your objectives. Unlike traditional direct response, however, an e-mail program can be executed very quickly, usually within 24-48 hours or less. This offers a huge advantage over traditional mail methods, allowing a marketer to react quickly to events, situations and circumstances...nearly instantly.

Plan for Constant Improvement
E-mail marketing allows you to test your programs continually, hourly or more often, offering a huge advantage over traditional direct response testing. The components of an e-mail campaign that are test-able include the subject line/teaser copy, headline, body copy, call-to-action, creative style, format, offer, your list and the timing of your program. The nature of electronic marketing allows you to put the results of your tests into action immediately.

DOs and DON'Ts of E-mail Marketing

Keep in mind that many of the direct response principles we have learned over time can and should be applied to your e-mail initiative.

Here are the Dos to consider when implementing your e-mail programs

• Begin with your own database of clients, prospects, referrals, friends and past customers.
• Remember, privacy is a huge issue in cyberspace (no spammming).
• Get the people to double opt-in to your program.
• Let folks know why you are sending them your e-mail - don't assume they'll know.
• Ask for referrals and get them to also double opt-in.
• Make it easy for people to opt-out of your list at anytime.
• Remove opt-out names quickly and let them know you've removed them.
• Make it convenient for people to respond to your e-mail program.
• Let people feel that they are in control of the e-mail you send them.
• Solicit feedback from your e-mail list and then.
• Personalize, personalize, personalize.
• Target as much as possible - this is individualized marketing, not mass marketing.
• Make the recipient feel important.
• Choose quality of names over quantity of names.
• Keep messages brief (newsletters allow for more copy).
• Track and analyze results, learn and move forward - quickly.
• Do your homework on renting e-mail lists.
• Copy is king in this medium. Spend time with your copy to make sure it's great.
• Know your offer and present in convincingly.
• Test, test, test and test some more.

Some DON'Ts to consider:

• Do not give the perception that your e-mail is a mass e-mail.
• Do not abuse information that is gathered on the customer/prospect.
• Do not send out content that is not meaningful.
• Do not send out purely promotional e-mail too often.
• Do not rent your database without consent of the addresses.
• Do not over e-mail your database.
• Never assume the customer cannot function without your information.

Consider Professional Help
As you can see, many rules are borrowed from the traditional direct response rule book. But because e-mail is based on electronic technology, it may be tempting to assign your e-mail campaign to someone in-house, perhaps an IS person. Although technology driven, the Internet is a marketing communications medium. It should be approached with objectives and a concept that are consistent with your overall marketing efforts. You may want to enlist outside help.

Look to consultants, such as Johnson Direct, who have experience with electronic marketing. Contact us for an e-mail marketing consultation for your business.

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