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The following is a revised and updated version of a previously published post, that takes into account new research published by our resident email marketing expert Parry Malm, as well as numerous expert sources, our own research and my own personal experience.
The standard email support contact is helpful, but you can also link to your Twitter or Facebook page Also, if your business has a dedicated call center, providing a toll-free number is a great way to provide additional support and therefore gain trust from your subscribers.
I.e. the bad examples you use: ‘Shop early’, ‘Book’, and ‘Donate’ don’t work as they tell the lazy and time-pressed recipient that they will have to take further actions once the email is opened, without telling them what they will get for their troubles.
Since there is a promo code at the end of each email sequence, you want to stop it if the subscriber completes the purchase before receiving this final email – think of how you feel when you buy a piece of expensive technology and the company drops the price the day after.
Although email marketing continues to be a core capability for B2B marketing automation platforms, the market is rapidly evolving from an email marketing focus to integrated marketing functionality that provides multichannel data collection and storage, campaign development and execution, and ROI analysis and reporting.
Example: one send your goal might be to get feedback (in either replies or through a form), another send it might be leads for a products, or actual revenue from products sold, while for another send you might want just want to get as many of your readers actually visiting/reading the article you sent them.
I was speaking to one person recently who is a great writer – who has filled their website with lots of great content but was reluctant to add an option for people to join a mailing list – and even when he did add it — he buried it within the site so no one would see it.
Limited ability to manage your lists – Outlook doesn’t allow people to ‘opt-in’ and sign up to your e-newsletter – And once you’ve begun to develop your lists of contacts, the ability to segment them into different groups is invaluable – both are vital facilities offered by email marketing systems.
In research between April 2015 and March 2016, Experian found welcome mailings to POS subscribers had a 32 percent higher click-to-open rate than for subscribers obtained from other sources (23.2 percent for POS compared with 17.5 percent from other sources).
Mural does a lot of HTML email work for some of our bread and butter clients, and we literally have thousands of campaigns in our archive dating back many years, so we have a lot of experience testing for lots of different clients and learning the various techniques needed for each.
By offering an online archive or gallery of all of your newsletters, you make it much easier for subscribers to decide whether they’d like to sign up. The more informed they are about what you have to offer, the more likely they are to open your email messages.
Other benefits to using Salesforce email templates within Outlook include the ability to track when, where and how often your templates are opened, knowing which links were clicked, having peace of mind that you are always using the right product/service information and brand messaging, using a common message without the time-consuming process of copying and pasting or rewriting, and boosting team collaboration by sharing best practices through a single platform.