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 e-mail 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 e-mails 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 lengths 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 e-mail 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 e-mail or leave a comment.