Do you want to take advantage of email as a marketing channel, but don’t know where to start? Have your existing email campaigns not been drawing the response you wanted? Look no further. Here are what we define as the necessary building blocks of a successful email marketing campaign:
Create a branded sign-up form. It’s important that your sign-up form integrates with your existing blog or webpage. The sign-up form should have its own URL that can be distributed in print marketing to attract new sign-ups.
It’s a good idea to include some sub-categories for subscribers, which can help you tailor your email campaigns. For example, our own sign-up form includes a category for nonprofits. This lets you check the pulse of your subscribers – if you have a high ratio of nonprofit subscribers, you might want to focus more on that type of content. Having these categories also means you can ensure that you’re only sending subscribers the type of content which they want.
Develop a branded masthead. A good masthead should be eye-catching and professional. The idea behind mastheads is that they act as a “hook” for someone just skimming their email – something to spark their interest and get them to your content. Mastheads are also a great way to tie your branding into your email campaign, beyond just a logo. Here is an example of a masthead we designed: note the color scheme and patterned background, which match this client’s other advertising pieces.
The client’s mail piece,
business card,
and matching masthead.
Import existing contacts. Word-of-mouth is one of the most important marketing channels. By including your existing contacts in the process of setting up email marketing, you stay connected with customers with whom you’ve already established a business relationship. There’s a strong possibility that one of your contacts will forward your emails to a friend or colleague, who could become a new subscriber! However, do note that email marketing is permission-based, which leads to our final tip.
Ensure compliance with Congress’s Can SPAM Act of 2003. Put simply, sending mass-emails to people blindly is against the law! People need to opt-in to your email campaigns. For more tips on how to safely expand your email list, see our blog post, How to Get More E-Mail Addresses Without Being Labeled a Spammer.
To recap: you want to set up a professional sign-up form that helps your subscribers tell you how to tailor your content, use a branded masthead, utilize your existing contacts, and comply with anti-spam laws. If you need assistance, we’re here to help!
Why work with the team at Naples Print Source? We’ve been offering email marketing as a service to our clients since 2008. We provide email marketing services to a broad array of organizations including membership organizations, real estate professionals, and brick & mortar retail businesses. We practice what we preach and have our own thriving email marketing program. Sign up for a test drive at TipsForMail.com.
What are your thoughts on email marketing? Please share your comments below.
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