Email Marketing Tips
by Joel Mangilit
Internet Marketing Consultant
Here are some general email marketing tips and ideas for your campaign.
- Something as simple as pasting their question in the middle of the reply
(not at the end) can make a big difference.
- If you do reference your Web site address in your reply, give a deep link
that goes directly to the answer to the question the customer was looking
Case Study: Ebates Converts 20-40% of Its First-time Visitors to Sign Up for
Its Email Subscription
- Result: Using pop-ups and pop-unders on its own site, Ebates has gathered
a permission-based house list with more than 6 million names since the
company launched in 1999.
- Issues: Blocking software can kill 10 percent to 20 percent of those pops.
- Best Practices: Keep pops relevant and easy to use.
- Define your customer benefit clearly.
- Cookie users so that registered members don't see opt-in requests anymore.
Shell Oil's Email Marketing Tips and Case Study
- Outsourced email service.
- Double opt-in and no address sharing, ever, period.
- Ask for only pertinent information from sign-ups.
- Write email in a conversational tone.
- Message size was limited to 20k.
- Set up test accounts at Hotmail, Yahoo, in the two most- used versions of
AOL, and in Outlook so he could see how emails looked before they were sent.
- Momentum distributor newsletter averages a 60% open rate.
- ROTELLA newsletters open rates started at 18% and have steadily moved up a
few points with each issue. Now they're at 23% (and we expect to see them
hit 30% by the end of the year.)
- Each opened issue is forwarded between 10-13 times -- this is a remarkably
high forwarding amount (in our experience a single forward per average
reader is more likely.)
This section features additional resources on email marketing.
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