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The ins and outs of e-mail marketing
When managed correctly e-mail marketing can be a powerful tool and the core of any Relationship Marketing Programme. IT marketing expert Linda Ravenhill gives a few pointers to help you make the most of your e-mail campaign.
E-mail marketing is proving increasingly effective as part of the overall sales and marketing effort. Using e-mail to communicate en masse with your customers has many benefits: it is cost effective, can be personalised, event-driven and tracked. But in certain sectors e-mail marketing is rapidly gaining a reputation for rivalling Internet banners and pop-ups as the new digital irritant. However, managed correctly, it can be a powerful tool and should form the core of any Relationship Marketing Programme.
The pointers below will help you make the most of your e-mail campaign.
1. The List:
Send your e-mail only to people who have requested it: Nothing is more damaging to your company brand than to be seen as spamming customers.
Always provide an Unsubscribe Feature or similar mechanism on your e-mail where people can request not to receive your mail. Offering your customers this option may positively impact your brand.
2. The Message:
Text vs HTML
We recommend plain text. It is quick to download, and easy to read and access. HTML mail is becoming more popular, but download speeds and Browser compatibility still play a part in the S.A. environment. Ask your customers when they sign up how they would prefer to receive your e-mail communications.
The Headline
The Subject or Headline of your e-mail will determine how many people open the e-mail. It is becoming harder to break through the clutter in your customers' Inbox, so you need to be inventive with the Headline if you want to catch their attention.
The Message
Spend time crafting your message - you've only got a few minutes to pull your customer in.
- Communicate your message in the first few sentences. Then even if some users simply scan the e-mail they will absorb the essence of your message.
- For people who may want more information, provide links that will direct them to the appropriate source of information on a web page. Make sure these links work - if the user is taking the time to investigate your offer, you must deliver on your promise.
3. Managing the Campaign:
Finally, use every opportunity to gather permission-based e-mails. They will form the basis of your e-CRM programme and, if managed with care, will enhance your brand cost-effectively.
About Linda Ravenhill
Linda Ravenhill co-founded Digital Exception (www.digitalexception.co.za) in 2000 and together with business partner Elena Douvos, the company specialises in taking physical business into the online environment, offering the full spectrum of online services. These include strategy, IT development, community management and online marketing. For further information contact 011 478 3232, or email info@digitalexception.co.za.