Optimize your Campaigns with these Email Marketing Best Practices

If you haven’t evaluated your email marketing campaign in some time, chances are that you’re missing out on a great opportunity to reach your best potential customers. With the wealth of information delivered to our inboxes every day, it’s critical that your message is both relevant and valued by your subscribers. You can effectively accomplish this by implementing some simple best practices:

You offer no value to a subscriber if you never reach their inbox. You can increase the likelihood that your message is received in a number of ways. First, it is important to keep your database clean. Scrub audience lists to remove invalid addresses, spam complainers and bounces. Next, stay out of the junk folder by including the address subscribers can expect your messages from in the header of your emails. Finally, avoid being marked as spam. Measure your Spam Score and preview how your campaigns render in multiple email clients before hitting send to ensure that message is recognized as high-value content.

Relevancy & Personalization:
Your customers signed up to receive your emails because they want to hear from you. But the information you send them must be relevant. Do you know your audience? How frequently would they like to hear from you? There’s a way to offer your subscribers the control they want: let them tell you through a Preferences Center. By allowing subscribers to define what material they’re interested in and when they want to receive it, you can customize the content to keep opt-out rates low and response rates high!

Although we’d like to believe our email campaigns are as effective as possible, chances are there’s room for improvement. Test your content frequently and use the results to optimize your emails. Boost open rates by testing your subject line to find the most appealing messaging. Increase landing page conversions by offering different calls-to-action. Since you’ve only got seconds to catch a subscriber’s attention, make it count! These metrics are powerful, but it’s important that the results are statistically significant before making final decisions on how to proceed with your campaigns based on testing.

Stay tuned for more Email Marketing Best Practices from Nowspeed

Check out our Nowspeed Email Marketing Portfolio to see some of the work we’ve done for our clients!

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How to Incorporate eNewsletters into your Content Strategy

If you and your company struggle to find fresh, new content that you can not only frequently post to your website, but also optimize for search engines, it might serve well you to look right below your nose at your eNewsletter strategy for help.

eNewsletters already contain valuable information that you share with your email lists on a weekly, monthly, quarterly, etc., basis. Well, this information can and should be leveraged on your website to help increase the quantity and frequency of new content. Here are a few, simple suggestions on how you can incorporate this one piece of content into your search engine optimization plan:

  • Archived eNewsletters: Once you send your eNewsletter, what happens to the content? Create an “Archived eNewsletter” section on your website and post it in PDF format (including all live links) or as text. Depending on your distribution frequency, you could easily add new content on a monthly basis to your website, and we all know Google loves refreshed content.
  • Potential Blog Posts: Chances are, your eNewsletter has great content whether it’s a featured offer such as an eBook, a news headline, an interview, etc., that could potentially be used on your blog. Break up your eNewsletter content into a blog post format and suddenly you’ll find you have a handful of potential posts.
  • Link Building: And last, but not least, now that you have all this great content on your website, you now have stronger potential to build your link popularity. Submit your new blog posts to social bookmarking sites, start talking about them on social media, and build the number of links that point back to your site.

And remember, for all of this new site content, follow your standard SEO strategy by including your target keywords, tagging all key page elements, and leveraging your internal linking strategy to turn this easy to follow plan into a successful optimization program.

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Search Engine Marketing Growth

At Nowspeed we do a lot of Search Engine Marketing work, so it’s easy to take for granted that everyone understands why it’s important.   Here are a couple of stats that I share in my conference presentations that may help put it into context.

Last year over $8 billion was spent on paid search marketing and this is projected to grow to over $11 billion by 2010 according to the Search Engine Marketing Professionals Organization  (SEMPO).  All direct marketing spending if the US last year was about $166 billion.  Search marketing is taking a larger and larger share of total direct marketing spending and is growing faster than any other area.

Marketing Sherpa recently ran a survey and asked which types of programs people thought worked “great” and which ones “disappointed”.  Paid search marketing came out on top with 52% saying it worked great and only 8% were disappointed.   Clearly this is an important area for most companies.


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Internet Marketing Insights

After working on Internet marketing programs for over 12 years I’ve learned a lot about using the Web to effectively achieve marketing goals.  In this Blog my goal is to share these learnings and interact with other’s experiences to make this a powerful resource for any marketer who wants to improve their marketing results.

This Blog is a team effort featuring the many talented marketing professionals at Nowspeed and others that care to contribute.  I hope you’ll check back often to benefit from our ideas and experiences, as well as give us your feedback.

Dave Reske


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