E-MARKETING: Nine Costly Mistakes (Are You Making Any of ‘Em?).

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As we all know, e-marketing can be an extremely effective and cost efficient sales strategy. As we all also know, consumers and technology are also becoming more e-savvy, meaning smart e-marketers should consistently review their campaigns — tracking opens, clickthroughs, opt-outs and spam reports — for any negative trends.

Should you come across any downward spirals, MarketingProfs presents nine ways you can screw up, and how you can fix ‘em:

1. USER AUTHENTICATION. Does the domain server you use for e-marketing support Sender ID and Sender Policy Framework (SPF)? If not, recipient ISPs may be blacklisting your emails as spam and not even delivering them. Ask.

2. CAN-SPAM. Are you CAN-SPAM compliant with a legit from line, accurate subject line, valid postal address and easy opt out? If not, get on it — every violation you would get nailed for will cost you $11,000.

3. OPT IN? HELLO? If you’re still incorrectly collecting e-data or using suspect e-lists, well, don’t bother reading on.

4. NO PLACE LIKE HOME. Does your e-blast or e-newsletter simply click back to one page (generally your home page) of your website? If so, you’re wasting opportunities to drive consumers directly to specific landing pages that can improve your sales (and ability to measure results).

5. SEE THE BIG PICTURE. If you’re using images, don’t make your offer entirely or predominantly image — 50% or more of all recipients won’t see the image, due to software suppression. Make sure you combine image with text.

6. KEEP IT SIMPLE, STUPID. The argument that brief, simple copy makes more effective e-marketing isn’t necessarily true. Studies show that if the subject is relevant to the consumer, longer copy works just as effectively.

7. THROWAWAY SUBJECT LINES. If you’re not investing brain cells in crafting an on-target subject line, you’re missing your biggest op to improve open rates.

8. IS YOUR EMAIL ON AN ISLAND? Like everything else, e-marketing should be integrated into a strategic marketing plan — and branded consistently to reflect your brand story and message. If not, shame on you.

9. TESTING, SHMESTING. How often do you test different subject lines, offers, graphic treatments of other e-marketing variables? If you haven’t yet, devise a campaign and put it to a variety of tests. Odds are, you’ll learn more about what makes your consumers tick and click.

SOURCE: Marketing Profs, NOISE

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