Terry Corbell, The Biz Coach
By Terry Corbell
Business Consultant

Want to Start an E-mail Marketing Campaign? 6 Tips for Small Business



There’s a reason why many companies launch e-mail campaigns. They realize sufficient returns on their investments.

So, it’s a popular topic here at The Biz Coach. I’ve written about the latest trends in e-mail marketing, and why e-mail marketing goes better with social media.

If you’re just getting started, it’s best to keep it simple. In other words, take baby steps until you’re no longer a novice.

But to get off to a great start, here six pointers:

1. Pick the right vendor. The best e-mail vendors are efficient. They provide excellent support, backup, response time, and analytical results data. The support is especially critical if you’re just getting started.

You’ll need some hand-holding. So do your due diligence to make sure your vendor is qualified to meet your needs.

2. Use a targeted mailing list. For the best return on your investment, don’t use a shot gun approach. Use a list that best meets your demographic criteria for buying preferences and receptivity to your campaign.

3. Personalize your approach. That includes salutation and using a compelling subject line for your target audience. Timing is, of course, important to enhance your odds for success.

4. Use strategic creative or content. Unless you have a really creative copy writer, avoid the cutesy approach. Show the recipient true value. Don’t give any reason for the person to unsubscribe from your list.

5. Use best practices. Miscellaneous tips: Comply with the CAN Spam ActPeople are accustomed to blue links. Use them. Research your wording to avoid spam filters. Include your social media share buttons. And be sure your copy is crisp without any typos.

6. Use your campaign as a learning experience – recap the results. You’ll want to know how effective your campaign was. Key information will include the click-through rates, sharing rates, and conversion rates.

Then, determine your return on investment – divide your revenue by the number of people on your list. Don’t fail to follow up on your prospects.

Good luck!

From the Coach’s Corner, for related tips see:

8 Tips for Cold Calling By E-mail and Telephone — Since the advent of the digital age, cold calling went out of vogue. But in the lingering downturn – whether you’re in advertising or staffing services – cold calling has become the logical tool to use to generate clients or business customers. 

5 Free Tools to Operate, Market Your BusinessAre you on a really tight budget, but need to run and market your business?  Ordinarily, I’m big on appearances – creating professional first impressions. But some free tools can suffice well. 

The Lost Art – How and Why to Use Cold-Calling for Higher Sales — Are you lacking in sales? Do you get enough face time with the right prospects? Here’s how and why in-person cold calls will help you make sales.

Want More Revenue? Avoid the 7 Deadly Sins of Selling — Whether you are an established company or a startup, what you probably need most in this economic climate is a positive revenue stream. It’s possible with a higher-performing sales staff.

Invigorate Sales with 11 Customer Retention, Referral Strategies — How to attract and keep brand evangelists with customer service and word-of-mouth advertising.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

-Peter Drucker


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.






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Seattle business consultant Terry Corbell provides high-performance management services and strategies.