<h1>Over the past few years, research has continued to prove the <a href=”http://internetmarketinginbusiness.com/wp-
content/uploads/2011/07/email-marketing.jpg”><img src=”http://internetmarketinginbusiness.com/wp-
content/uploads/2011/07/email-marketing.jpg” alt=”email marketing” title=”email marketing” width=”225″ height=”225″
class=”alignright size-full wp-image-939″ /></a>benefits of email marketing for business: </h1>low costs, high conversion
rates and detailed tracking are all notable features.
<h2>But email marketing is becoming much more than just a tool for spammers and e-businesses. </h2>Consumers are becoming
increasingly savvy on the differences between spam and permission-based emails, and more and more of them are accepting
permission-based email marketing as a positive replacement for direct mail.
The best news is that the majority of people who receive permission-based e-mails open, on average, 78% of them.
Jupiter
<h3>Research reports effective email marketing campaigns can produce nine times the revenues and 18 times the profits of
broadcast mailings. </h3>But crafting an effective business email is both an art and a science. Here is a list of factors,
potential problems and effective solutions to keep in mind:
<b>1. Spam! Spam! Spam! I don’t need any Viagra!</b>
The average consumer receives more than 300 emails a week, 62% of which are spam. No wonder there’s such hostility towards
the industry.
But spam filters, bulk folders and “report spam” features are helping consumers become more at ease about the perils of spam.
While 89% of users cited spam as a major concern in 2003, that number dropped to 85% in 2004, proportionally to an increase
in the use of spam-fighting tools.
So as a permission-based business email marketer, what can you do? One tip is to remind your subscribers to add you to their
“safe senders” list. The second, and most important, tactic is to make sure your email marketing service provider has a good
relationship with ISPs.
This will ensure that your email marketing campaigns go into your subscribers’ inboxes, not their junk mail folders. When
choosing an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of
Can-Spam.
<b>2. Images and formatting: Why do my emails look broken?</b>
Broken email campaigns are an increasing concern among email marketing, especially since several companies and web-based
email providers now block graphics as a measure to combat spam. In fact, according to ClickZ, 40% of email marketing messages
delivered to in boxes are “broken.”
This was actually something that came up during Eliteweb’s beta-testing phases, as we had a client in the Canadian Government
whose recipients were mostly using highly secure email marketing programs. The solution we came up has now become one of our
key competitive advantages.
What Eliteweb does is it publishes every single email marketing campaign sent to a secure location on the web (a location
only original recipients of the email can access, thanks to encrypted technology that automatically authenticates the user).
The technology also ensures you can track your users’ behaviors, even if they are reading your email campaign at the secure
web location.
<b>3. Personalization and relevant content: In a business e-mail, one size does not fit all.</b>
In a recent study by Double Click, email users were 72% more likely to respond to a business e-mail if its content was based
on the interests they had specified. That number points out the absolute importance of allowing users to choose their own
interest groups and have control over which business e-mails they receive. The most popular interest categories, according to
the study, are coupons and household goods.
But your coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to
open a business
email is the name in the “from” field. So it’s a good idea to make sure your company name is clearly stated there. Another
major factor is the “subject” line. Users cite discount offers and interesting news as the most compelling subject lines,
followed by new product announcements and free shipping offers.
<b>4. Click-through and conversion: Show me the money!</b>
So the user has opened your email and read the content. Great. But where’s the sale? There’s good news here. For one,
consumers are increasingly likely to make purchases as a direct result of a <b>business email campaign</b>. One-third of
users in the Double Click study had purchased something by clicking a link on an email.
Another 42% clicked on an email link for more information, then purchased the product at a later time. Second, online
couponing is booming: 73% of consumers have redeemed an online coupon for an online purchase, and 59% have redeemed an online
coupon offline.
In terms of industries, the top performers are travel hardware/software, electronics, apparel, food, home furnishings,
gifts/flowers and sporting goods. All companies sending business emails in those categories said between 71% and 80% of
recipients have purchased their products because of an email campaign.
There’s no need to fret if your company doesn’t fit in to one of those industries. The overall landscape for email marketing
conversions is looking brighter every day. The average click-to-purchase rate has increased nearly 30% since 2004 and the
average orders-per-email-delivered rate has increased more than 18% since last year.
<b>5. Stats tracking: who are my real consumers?</b>
Email marketing is an increasingly popular tool in effective CRM, and it’s about time more businesses recognize that. First
off, if your provider’s email services for business do not include detailed, real-time tracking, you’re getting a raw deal.
Real-time tracking is now an industry standard, and it’s highly valuable, as it allows you to see the exact moment a user
opens your campaign, clicks on your link and makes that purchase. Studying your users can help you improve your
communications efforts, so each campaign performs better than the last (several email service providers also let you compare
the performance of your campaigns).
But many marketers are still in the dark. According to a recent WebTrends research, only 5% of marketers are very confident
in the measurement of their online email marketing efforts, while 26% admit they’re “flying blind.” WebTrends says the low
confidence comes from a lack of knowledge when it comes to measurement, which means there’s still a lot of work to be done.
In <b>email marketing</b>, a blind shot won’t take you very far. But if you aim properly by following these essential rules
of play, you should soon be reaping the same major results as so many online and offline businesses.
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