How to run an Effective Email Campaign | MODsocket

How to run an Effective Email Campaign

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How to run an Effective Email Campaign

by Donovan Dillon Contributor

Posted on March 31, 2012 01:26 AM


When it comes to small business marketing online, email is one of the most effective tools for reaching your target audiences. Depending on whose estimation you trust, somewhere between 77 percent and 96 percent of all Americans use email, and studies show that about 60 percent of consumers who receive an email from a retailer are likely to make a purchase. That huge market can easily be tapped if you have the knowledge to run an email campaign effectively.

  • First, gain permission. By building a permission-based email list, and including an unsubscribe link with every email, you build a reputation of trust. This trust is essential in building a loyal customer base.
  • Next, carefully design your email. Your email needs to be visually impactful and helpfully informative. Know what you want to say, and say it concisely. Wordy emails may be deleted before they are read.
  • Timing is everything. Having a viable plan for when you will distribute your email is almost as important as the email campaign itself. You do not want to bombard customers, but you also do not want to slip out of their consciousness—so frequency should be carefully considered. How frequently you send emails must be based on how much you have to say and how time-sensitive the information actually is. Another consideration is when the email will arrive in a recipient’s inbox. The optimal time is when most of your target market is at their computers. The middle of the week, during mid-morning or mid-afternoon, is a great time to appear in their inboxes. Holidays and peak vacation times are not as impactful.
  • Finally, follow up. One of the most crucial aspects of an email marketing campaign is tracking its effectiveness. This can be overwhelming to a small business owner, but it is vital in planning successful future campaigns. Data collection and market research are tools you can use in evaluating your current marketing strategies.

Whether you are planning an email marketing campaign, or need a different SMB marketing tool or area of expertise, MODsocket has the resources to help you succeed. With MODsocket, you will gain access to a wide array of professional marketing materials, and the services of a design staff to rival an in-house marketing department. No matter what your marketing needs, MODsocket is an invaluable resource.

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.