Sprucing Up Your Email Marketing Program

At a recent NTCFI meeting, Shannon Aronson, group audience development director at Everything Channel, gave a presentation on using email effectively.

By AD Staff
Wednesday, April 30, 2008

At a recent National Trade Circulation Foundation, Inc. (NTCFI) luncheon meeting, Shannon Aronson, group audience development director at Everything Channel (formerly known as CMP Channel), gave a presentation on using email effectively. Here are a few of her hottest tips:

Marketing
• Make sure you have different domains set up for each division of your company. It costs extra, but deliverability stays up because it helps prevent you from being blacklisted.
• Test emails using individuals’ names. You want to build relationships with your customers.
• Segment your lists—older customers versus new, how long the customer’s been in the business, etc.
• Don’t give too much away in the subject line.
• Don’t be too formal. Use words and expressions that normal people would send to you.
• Test readers to see what emails they’re opening.

Messaging
• Emails are personal—tweak the language accordingly.
• Try putting the customer’s name in the subject line.
• Build relationships—try putting a staff picture and contact info in the email. But be prepared to do the customer service.