A basic guide to email marketing lists
What are you expectations from your email lists campaign?
Have you analysed the potential returns from your email campaign? If you are purchasing a large list it could be more cost effective than a more defined list (as described above).
Average click throughs can vary from 1 - 5% for b2b marketing and 5% to 10% for consumer email marketing.
Marketing Guru will provide you with realistic advice on what to expect from your email marketing campaign.
Timing of your direct marketing campaign
Timing needs to be right - have you planned in advance the data you will require for forthcoming campaigns? If you are purchasing a business list for the first time, do you know what delivery timescales are like? If you get the wrong list and it needs re-outputting, have you a contingency plan to account for further data processing? It’s worth allowing at least one week from point of order to actually importing the list onto your system.
For consumer email marketing, the campaign needs to be booked in with the ISP, design needs to be tested and approved so you should allow one week from start to finish.
Marketing Guru will ensure your campaign is delivered in a timely manner.
Duplicate records and data planning
Have you thought about duplication issues of the data you are going to purchase? If you’re targeting new prospects with a special offer, it might be more prudent to exclude your current clients. Most data providers should provide a de-dupe service free of charge and only change you for the fresh data.
Marketing Guru can usually provide a de-dupe service at no extra cost to your email campaign.
Should I send a text or HTML email?
Most systems can accept and read HTML and this is our preferred choice. You need to write both a text version and an HTML version as both versions can be broadcasted simultaneously with text being viewed if the recipient cannot read HTML.
HTML has the advantage of clearer and brighter presentation, a better corporate image and the ability to hide links.
Marketing Guru recommend sending both HTML and text versions to recipients.
What type of email will get the best results?
The most responsive emails are those which are clear, concise and have a good offer. There needs to be repeated calls to action via email, via telephone or click through links to the website. You will get a higher click through rate with a simple rather than complex HTML design and this is the most important lesson to learn!
Your “sent from” address should carry the corporate message ie your company name or department, rather than a person’s name, unless the email is being sent to only a select few Accounts, for example, who would know you by name. The subject line needs to enticing enough to open the email, but not too long, complicated or “cheap” as to scare people off. The design of the HTML document should have a low proportion of images to avoid perception of spam. It"s also advised to spam check the email using your email broadcasting software or supplier before sending.
Marketing Guru recommend testing what works on a small scale before purchasing high volume email lists.
Click here to search our consumer email lists.
