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BizReport : Email Marketing : September 16, 2010

Emailers: 3 quick tips to stand out from the email crowd

The email space, although still a good place for advertisers to be, becomes more crowded and difficult to manage every day. There is competition from spammers, list non-responders, deliverability rankings and the list goes on.

by Kristina Knight

campaigner.png"There are two things that need to happen [for email campaigns to succeed]," said Melanie Attia, Product Marketing Manager with Campaigner. "First, email needs to be part of the overall marketing strategy and second, when brands send emails, the messages need to be relevant to the subscriber."

One of the biggest problems facing legitimate email marketers today is the sheer volume of email messages being delivered daily. With so many messages being delivered, keeping content relevant is key. Here are Ms. Attia's top three tips for email marketers.

First, relevance.

"There are goldmines of information that are sprinkled around," said Ms. Attia. "Starting out, brands should ask as little as possible from the consumer, those subscriber forms shouldn't be long. Brands can direct [the email] conversation through how a consumers finds them - a website page, a social networking page, a search engine - and over time as the consumer interacts with your company, you'll get more information."

To be relevant, email messages have to target the type of relationship the consumer has with the brand. Do they want to be email only specific offers - free shipping, back to school sales, luxury items - or do they want information about products or do they only want to be emailed at certain times of the year.

Second, analysis.

Attia reminds us that every campaign needs to be analyzed for trends, clicks and open rates. If you aren't analyzing your campaigns, you may as well be randomly emailing people with no real campaign intent.

"When you step back, the more data you have the better," said Ms. Attia. "The statistics need to compare directly [to past seasons, campaigns, information]. If you can, look at 2009 holiday campaigns to determine what to focus on in 2010; that information is key to holiday strategy."

Third, talk to your list.

Don't assume they'll love a new product enough for an extra message - or three. Ask how often they want to be emailed and stick to that information. And, again, ask what kind of offers they want and stick with that.

Tags: Campaigner, email content, email lists, email marketing, email message tips, email messages, email offer, Melanie Attia

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