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Responsible Email Marketing

Email Gives You Cost-Effective, Actionable Data that Enhances Direct Marketing ROI

In this day and age, nearly everyone uses email. And, like most people, you probably hate those SPAM email you get about body-part enlarging drugs, letters from Nigerian diplomats informing you of your multi-million dollar inheritance from your long lost (unknown) uncle, or the endless get rich quick schemes that only require you to send in a check for a couple thousand dollars. On the surface, these type of email activities give email marketing a very negative reputation. Because of this, many businesses don't feel comfortable sending mass emails to their customers. However, there is an ethical and responsible way to communicate to your customers (and potential customers) via email that can significantly increase your top line and your bottom line.

Responsible email marketing entails only sending permission-based emails. This means, your customer has given you their email address and permission to send them information about your company, your products or services or related information that may be of value to them. By following responsible, ethical email marketing best-practices such as including an opt-out option on all marketing emails and crafting relevant subject lines and content to engage your audience, you can cost-effectively reach consumers who matter to your business.

Responsible Marketing recommends the following best practices to help increase open rates:

1. Get permission (opt-in)
2. Use your company name or brand in the "From" line
3. Take the time to write a great subject line
4. Design a plain text version for those who do not have html preferences set
5. Minimize the use of heavy graphics / images
6. Communicate on a regular basis (weekly/monthly)

And click-throughs to your website:

1. Include “calls-to-action” in email body text
2. Embed keyword-rich hyperlinks in calls-to-action
3. Use “teaser” copy followed by “Click here to read more about XYZ widgets”
4. A click-through = a mini-conversion
5. Capture click-through data for future use

Responsible Marketing recommends using mass email service providers such as Constant Contact or VerticalResponse to help you create attractive email messages, manage your email lists and provide you with real-time analytics on how your email campaigns perform. As the old saying goes, "You can't improve what you don't measure."

Email reporting can provide not only open rates, but also click-through rates (with detailed email addresses for who clicked on a given link in your email). This important piece of information can help you narrow your target audience to a core group that has expressed interest in a product or service and is more likely to be responsive or take action to follow-up activities.

If you're interested in learning more about how email marketing can increase your marketing ROI or how Responsible Marketing can assist you in the planning, design and deployment of your email marketing campaigns, fill out and submit the form below and an email marketing specialist will contact you to schedule a free consultation.