One of the most effective online marketing techniques used today is email marketing. Marketers direct their messages to an audience that has opted to receive regular communications regarding latest developments and special offers. In affiliate marketing, building an email list gives an affiliate an excellent opportunity to reach out to targeted customers who, if approached properly, can convert into profitable customers. Here are eight simple rules for executing successful email marketing campaigns.
Know the rules
Step one is to be familiar with, and adhere to, the rules of email marketing. Most importantly, you must have an clause that appears as a link on the page that readers can follow to opt out, as well as an actual email address that readers can use to request removal. Similarly, your list should be updated regularly and should be held in confidentiality.
Subject line
A strong subject line that is catchy and meaningful will prompt readers to open the email and read its contents. It can be very tempting to write your subject line like an advertisement, but this is rarely successful in generating good open rates. Subject lines should inform readers of what they will find inside, should be relevant to the content of the email and should be short. For example, “Sign Up For This Fantastic Casino Who Offers Slots” won’t speak to the reader and will go straight to a receiver’s deleted items. One word of advice: make sure that you have an up-to-date list of ‘spam alert’ keywords and refrain from using them in your subject lines. Otherwise, you risk never reaching your target audience.
Relevant, highly targeted copy
The intention of your copy is to inform readers that you have products or services that they want. It should build that bridge between the product and/or service, and the ability of your intended audience to obtain it from you. For instance, if your campaign is geared towards a bingo audience, it may use slightly different language and graphics to a campaign targeted at a sports betting audience. Bingo audiences like soft colors, large graphics and a general community feel while sportsbetting audiences are interested in the odds offered by different bookies. In addition to the relevant content and presentation, a clear call to action is also a vital component to your copy for a successful conversion.
Cross marketing of different, yet relevant promotions can also be a valuable inclusion to an email campaign as it may generate additional interest. The best practice, however, is to begin by knowing what your readers are looking for, and sending them offers that would be of interest to them.
Limited graphics, clean look
The content in an email campaign needs to be clean, clear, easily skimmed and not cluttered with graphics. Text links are always more effective at generating clicks than banners on web pages, and the same holds true in email marketing. Simple, effective text that describes precisely what readers are going to get if they click on the link is the key to generating clicks. Make headers bold, with a few lines of text beneath them. Avoid using graphics, unless they are germane to the subject you are writing about, or are small and don’t take up too much of the real estate that you want to be dedicated to ‘eyes on text’.
Exclusive offers
Special or exclusive promotions give readers reason to keep subscribed to your email campaigns. Whether it is a cash incentive discount or a chance to receive merchandise, exclusive promotions not offered elsewhere help improve the conversion rate of email campaigns. Exclusive promotions can also be aimed at existing customers or acquiring new ones depending on the size and activeness of the database.
Sense of urgency
Limited time offers create a sense of urgency. Known as ‘urgency marketing’, it is a strategy that is a staple in the affiliate marketing world. It is a way of selling to people without having to ‘sell’ them something.
One marketing expert once said that, “Without a sense of urgency, desire loses its value.” You’ve gone through all of the trouble of creating relevant copy within a nicely designed mailer; now it’s time to ensure that your readers act. Provide your readers with offers that are of a limited supply or time, or that have added benefits that compel the reader to act based on their needs. If you know who your readers are and what they’re looking for, you’ll be able to appeal to them much more effectively.
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