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4 ways to fine-tune your email marketing efforts

Paul Newman Archive

Email is one of the most effective channels out there for anyone looking to market a business, and it has been ever since its inception. But it's also quite the challenging realm for any company. After all, people's inboxes these days are chock full of all types of messages - some personal, some professional, still others promotional in nature. As a marketer, your task is to make sure your words stand out. That's no easy feat.

Naturally, there's been a great deal of conversation, around the blogosphere and elsewhere, about what constitutes effective email marketing. You need to make sure your emails are compelling enough that people want to not only click and read, but also engage. Your ultimate goal is to turn people into not just brand ambassadors, but also paying customers.

How can you pull this off? There's no easy way, but a few minor adjustments can prove effective. According to Chief Marketer, the ideal strategy is one that combines a couple of proven tactics. Lindsey Wagner, senior manager of audience development at FierceMarkets, focuses both on writing better emails and using a better contact list of the right people to send them to.

Overall, here are the four biggest keys to a stronger email marketing campaign:

Finding subscribers online
If you want better email subscribers, your best resource is probably your website. Every time someone visits your online presence, that's someone by definition who has interest in your business - so ask them to subscribe! Down the road, these people will likely become your most qualified leads.

More creative acquisition strategies
Of course, there are other ways to recruit new email recipients that could also be effective. Wagner recommended using such resources as external email lists, directories of co-registration vendors and also pay-per-click offerings such as those found through Google.

Simple, straightforward emails
As for the content of your messages themselves, it's probably best to keep it simple. If your emails are full of fancy graphics and elaborate fonts, readers may well sniff out that your content is promotional and you're trying too hard. People are discerning like that.

A personal touch
If you want your emails to look authentic and not just like spam from a company, even the smallest personal touch can go a long way. Using the recipient's real name, or a small detail about them, can remind them that you care. Little tweaks in this regard can make a big difference.