Effective Email Campaigns in Dental MarketingPosted by Rees Bullock on May 20th, 2021 Have you ever labored over a significant marketing email, only to get little to no response for the effort? You're not alone. This short article will help you create email campaigns which are effective and successful. Subject Lines This is probably the single most important piece to an effective campaign.The reason is that it is the first thing people will dsicover and read before they open the actual email. In fact, the topic line often determines if your recipients even open your email. The following statistic is founded on MailChimp's report of over 40 million emails delivered: Best Open Rates (60%-87%) [COMPANYNAME] Sales & Marketing Newsletter Eye on the [COMPANYNAME] Update [COMPANYNAME] Staff Shirts & Photos [COMPANYNAME] News Bulletin! [COMPANYNAME] Newsletter - February 2006 [COMPANYNAME] Newsletter - January 2006 [ *|FNAME|* *|LNAME|* ] [COMPANYNAME] and [COMPANYNAME] Invites You! Happy Holidays from [COMPANYNAME] ATTENTION [COMPANYNAME] Staff! ATTENTION [COMPANYNAME] West Staff!! Invitation from [COMPANYNAME] [COMPANYNAME] Jan/Feb 2006 Newsletter Website news - Issue 3 Upcoming Events at [COMPANYNAME] [COMPANYNAME] Councils: Letter of Interest [COMPANYNAME] Coffee Exchange We're Throwing a Party October 2007 Newsletter [COMPANYNAME]: 02.10.06 [COMPANYNAME] Racing Newsletter Worst Open Rates (1%-14%) Last Minute Gift - We Have The Answer Valentines - Shop Early & Save 10% Give a Gift Certificate this Holiday Valentine's Day Salon and Spa Specials! Gift Certificates - Easy & Elegant Giving - Let Them Choose Need More Advertising Value From Your Marketing Partner? [COMPANYNAME] Pioneers in Banana Technology [COMPANYNAME] Moves You Home for the Holidays Renewal Technology Company Works with [COMPANYNAME] on Bananas Efforts [COMPANYNAME] Update - A Summary of Security and Emergency Preparedness News Now Offering Banana Services! It's still summer in Tahoe! [COMPANYNAME] endorses [COMPANYNAME] as successor [COMPANYNAME] Holiday Sales Event The Future of International Trade [COMPANYNAME] for your next dream home. True automation of your Banana Research [COMPANYNAME] Resort - Spring into May Savings You Asked For More... On the "best" list, you'll spot the subject lines are pretty straightforward. They're not so "salesy" or "pushy" at all. On the "worst" list, however, notice the way the subject lines read like headlines from advertisements you'd see in the Sunday paper. A lot of people get so much spam that whatever even hints of spam gets disposed of immediately. Also the "best" side seems more personable as opposed the "worst" side. Effective Designing When it comes to viewing an email, most people will read them within their preview panel. This is why most emails are made to be no wider than 600 pixels. Each email program has different viewing panels. Mozilla Thunderbird's preview panel is horizontal. Outlook 2003 is vertical. AOL's preview panel is tiny: So when it comes to designing, we need to design for the preview panel. Below are a few tips: Your design shouldn't exceed 600 pixels wide. Your most important content should "peek" out the medial side of the preview pane. Keep the proactive approach above the scroll. Left-align your logo. We don't want that to be hidden behind the preview pane somewhere. Our logo gives us credibility. Images A growing number of email programs are turning the images off in their preview panels. It's a "privacy protection" issue. When we design email campaigns, we always assume that images will be turned off. Therefore, here are some tips for applying images: ? Include alt-text to images. Most programs allow alt-text because of their image descriptions. For instance, if we have a register button that is clearly a graphic and images are switched off, the words "Register button" can look where the image ought to be therefore the reader knows that this can be a register button. Do not work with a graphic for important information. Always use text. Never have more graphics than text. Opening Emails The following stats are based on MailChimp's report of when people open emails: Nearly 1/3 will open within the first hour of sending The majority (53%) will open within 6 hours 78% will open within one day Within a week, 95% will open Within 30 days, all will have opened it Registration Forms The average B-to-B registration form online gets under a 10% conversion rate. Quite simply, 90% or more of the prospects who click to a registration form will click away rather than filling it out. One simple reason is that the form takes too long to complete. Typically a form should not take more than one to two 2 minutes to complete. Keep it simple with the minimal information you can find away with. A good solution is to design a registration template that is more appealing and user-friendly. And if possible, include the registration form in the email, with minimal info required. A/B Testing E-mail is well-regarded in the marketing world for its low cost, simplicity, and exceptional measurability. But e-mail marketing also possesses another, often-overlooked strength. If you know how, e-mail makes it better to make sure your campaigns are successful and well received just about any time. What's the secret? Testing. Although marketers who test clearly achieve greater results than their counterparts who don't, only about 40% undertake this surprisingly quick and simple tactic, according to a JupiterResearch survey greater than 600 e-mail marketers. In their report, "Effective E-mail Marketing," JupiterResearch found that marketers using testing were almost doubly likely to attain conversion rates of 3% or better. In addition they achieved a 68% improvement in exchange over non-testers. What can we test? Landing pages Subject lines HTML vs. text Personalization with name Long vs. short copy Offers Look and feel Days of the week Time of day How do you test? Split the list. Divide the list into several groups (preferably into 50 to 100 each) and change one characteristic (e.g., subject line) for every group. Let's assume that we divide our groups randomly so that each represents a precise cross-section of our overall recipient base, and the rest about our message remains exactly the same, our results should clearly reveal the best-performing characteristic.Like it? Share it! More by this author |