I routinely get nearly triple the industry standard open rates and click-throughs with my e-mail campaigns. More importantly, there are real results in customers and sales. The secret is simple. Here are some important rules to follow:
- It's all about quality, not quantity. One good address that results in a customer is better than 10,000 that don't. In fact, sending e-mails to people who have no interest in your product or service can actually harm your business in the long run.
- Never use lists that you have mined, scraped, borrowed, or stole. Ever. In most cases I'd include purchased lists as well on my never use list with very few exceptions.
- Abide by the CAN-SPAM Act to the letter. Read all about it here.
- Only send to people who have given permission. Don't just meet the legal definition of permission, respect the difference between explicit and implicit permission.
- Follow the 80/20 rule. Make sure at least 80% of the content of your messages is genuinely helpful to the recipient. 20% or less should be in your interest.
- Stop obsessing about the numbers on the report. What really matters is the effect the campaign has on your bottom-line.
If you have questions, let me know I'd be happy to help you if I can.
Now it's your turn, what's working for you? What doesn't work. Please share in the comments :)
PS: I recently won the Constant Contact E-Mail Marketing All-Star Award for the second year in a row! An award given primarily for e-mail marketing response.
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Charlton scored 49 goals for England in an illustrious career but Rooney, 27, is closing in on his fellow Manchester United hero with 32 goals to his name.
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