Considering an Email Campaign? Do It Right With These 7 Tips for Email Campaign Success - Identify your target...
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2. Identify your target audience.
Is it your own in-house list? A specific subset of that list? A partner's or affiliate's list, or maybe one you've purchased? This lays the foundation for knowing the answers to the next questions, all of which are crucial to the success of your campaign.
3. Honor your audience's expectations.
Are they used to all sales emails from you, or do you mix it up with information-rich touches? Do they get text-based emails, HTML emails, or both? How often are they getting email from you already? Knowing the answers to these questions will help you craft a campaign that isn't off-putting, confusing, or ignored by your audience.
4. Respect the Form/Function balance.
Is this a one-shot email, or is it intended to be a series? This affects things like the structure and length of the email content, the level of aggressiveness in your sales pitch, and the call to action you put out to your audience.
5. Manage your expectations.
Industry averages for "successful" campaigns can range from a .03% response rate (for a huge-yet-generic list) to well over 50% (for a highly-niched list with a highly-relevant offer). Look at the performance of previous emails the target audience has received. Be realistic about where you fall in that range.
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