10 Things You (Probably) Don’t Know about Email Marketing

If your small- or mid-sized business is like most, email is a key component of your marketing program. Even still, chances are good that you may be under-utilizing some of its strengths and overlooking a few of its weaknesses. Included below are 10 insights that will make you a more effective email marketer.

1. Email is highly measurable

When measuring success, most marketing mediums can leave you guessing. But when you launch an email marketing campaign with Xpressdocs, you can track who received your marketing message, when they opened it, what they clicked on, how many forwarded the email to others, plus more.

2. The “from” is key to your success

http://www.dreamstime.com/royalty-free-stock-photography-key-to-success-image15109597Too many novice marketers overlook the importance of the “from.” Big mistake. In this age of email overload and online security fears, recipients won’t open your email if they don’t know and trust the sender. Use a name your target audience will recognize right away (usually a brand name or a company name). Only use the name of a specific contact person if the recipients will immediately recognize it; this is not the place to try and build name recognition. Then, to establish consistency, use the same “from” name for all your future marketing emails.

3. Spammy words are cause for trouble

Every marketer wants to grab the recipients’ attention with subject lines that are exciting. But if you use the words that spammers use (e.g. “free,” “trial,” “money,” “limited-time”) and/or exclamation points and dollar signs, your message is going to be automatically relegated to the spam folder.

Instead, be direct. Mention the main benefit of reading the email. Include your company name. And limit the entire subject line to less than 50 characters (including spaces).

4. Landing pages increase sales

If you include a hyperlink in your marketing email, it should send anyone who clicks on it to a special landing page, not your home page. Your home page is cluttered with all kinds of extraneous information. A landing page, on the other hand, is a page created just for promoting one particular marketing effort, which makes it so much more effective at closing the sale.

5. Less text is more effective

Email is no place to be long-winded or all-encompassing. You have a limited amount of space and only a few seconds to prove yourself before the reader hits “delete.” That means, for each email, you need to communicate just one over-riding message, communicate it well, and make it fun to read.

6. Xpessdocs offers a “new-movers” mailing list

“New-movers” are households that have been living at their current address for just 12 months or less. And according to studies by the U.S. Postal Service, 80 percent of those folks are actively searching for businesses to establish long-term relationships with. These are people who need to find a new bank, a new gym, a new gardening service, a new tanning salon, new service providers for their pets, new doctors and so much more. Talk about a target market with potential!

Best of all, with the new-mover email list from Xpressdocs, it’s easy to target the ones who have recently relocated to your marketing area.

7. You need to encourage forwarding

Any time someone forwards your email to someone else, they’re giving your company an implicit nod of approval. It’s referral marketing at its best. Of course, to accomplish that, your message needs to include information that people really will want to share. But you also need to encourage each recipient to take the next step. All that’s required is a straightforward sentence like, “If you have a friend or family member who might also find this interesting, take a moment right now to forward it along.”


8. Timing makes a difference

There are certain times of the week when most people

are more receptive to a marketing email. Tuesdays seem to be the best day. Mondays and Thursdays are also good. And mornings are the optimum time of day (usually 8:00 or 9:00 a.m.). If not then, shoot for early afternoon mailing (about 3:00 p.m.).

9. It’s illegal to email without permission

Ever heard of the CAN-SPAM Act? It’s the 2003 federal law that makes it illegal to send marketing emails to people who haven’t requested them. To avoid the penalties, make sure you have permission from everyone on your mailing list. To get that permission:

  • Offer a free white paper, a limited-time trial or a special discount to anyone who adds their name to your email list.
  • Create a sweepstakes and make email registration a requirement to participate.
  • Add a button to your website (and a poster to your trade show booth) that says, “sign up for our free email newsletter.”
  • Send marketing postcards to all your customers and prospects encouraging them to sign up for your emails.

So long as your email sign-up list clearly states that the signee agrees to receive marketing emails, you’re good to go.

10. Best of all: It’s easy

If you’ve ever used Xpressdocs for postcard marketing, you’ll be pleased to learn that sending a marketing email is just as easy:

  1. Choose one of the professionally designed templates.
  2. Customize your email.
  3. Upload your mailing list(s).
  4. Schedule your campaign for immediate or future delivery.

That’s all there is to it. In minutes, you can create and launch a powerful email marketing effort with no technical expertise whatsoever.


Need an email marketing solution? Click here to learn more about Xpressdocs robust email engine.

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