Below are some straightforward
strategies and tactics that will help you maximize your e-Newsletter’s marketing
return-on-investment.

1. Focus on the E-mail Experience: The average consumer is exposed
to more than 3,000 advertising messages a day, of which they notice 80 and react
to less than 10. So how can your email messages break through all
this noise? You have to gain entry into the recipient’s inner circle, or be one
of the 10 to 15 companies whose emails they almost always read, even look forward to. Start by
using basic graphic and text in your e-mail that link to complimentary
downloads and recorded Webinars for richer end-user
experiences. Play with different copy lenghts and styles.

2. E-mail List Segmentation: The number-one reason for
unsubscribing to an e-mail is irrelevant content. Average e-mail
performance stats will decrease for all subscriber lists over time unless
a strong effort is made to improve customer relevancy. A recent study by Jupiter
Research shows that any form of segmentation will increase results. Segment your
customer, prospect and referral list based on titles, size of firm, location,
salesperson point-of-contact, buying tendencies and any other demographics you
can determine. Then work towards the goal of writing specific email copy for each
audience. Keep in mind that for your marketing efforts to be successful you need
to deliver the right message, to the right person, at the right time.

3. E-Mail
Subscriptions: Scale your existing e-mail
program success by
accelerating the growth of your subscriber database. Start by aggressively
leveraging Web traffic with quick and easy sign-up forms that require only a the most basic contact information. Place sign-up forms on high-traffic pages of your website and
landing pages. Ask for and encourage referrals.

4. E-Mail
Testing: Most marketers rely only on their
gut to make changes to their e-mail marketing programs. In fact, as hard as it is to believe the majority of marketers are
doing no testing whatsoever. This means you are gambling with your e-mail
program’s success at a level that is not acceptable in 2006. Test,
test, test to determine what works and what doesn’t. It can be said no other
way, testing (and acting on the results) achieves significantly higher open and
click-through rates, and most importantly, higher conversion
rates.

These simple tips can go a long way in improving your e-mail marketing programs and your overall return-on-investment. If you have any questions or comments drop me an email or leave a comment.