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April 25, 2007
FUNDAMENTALS OF EMAIL MARKETING
How can you ensure your e-mail marketing campaign is successful, does not annoy your best clients, and does not break the law? Here are some tips from Jeanne Jennings, e-mail marketing consultant and author of The E-Mail Marketing Kit.
Top Nine Key Considerations:
Deliverability -- Deliverability is the biggest challenge facing e-mail marketers today. Getting past the numerous spam filters and email blockers is your first hurdle.
Ways to improve deliverability include:
- Use a professional distribution service that maintains relationships with Internet Service Providers (ISPs), double-opt-in procedures, and is CAN-SPAM compliant;
- Send your e-mails at an appropriate time of day -- not in the middle of the night; and
- Include a "white list" request in your emails.
The "From" Line -- Improper "From" lines can send your readers directly to the DELETE key.
Boost your "open" rates with "from" lines that:
- Clearly identify you;
- Are instantly recognizable;
- Remain consistent from send to send;
- Are not so long they become truncated; and
- Have both a "display name" and an actual from email address (a false or missing "from" address can get you kicked off an ISP!).
Keep reading future posts for the rest of the tips!
Did you know that IMS offers two versions of electronic newsletters? Both versions are fully customizable with your firm branding, professionally delivered as web-page type documents, distributed through a professional distribution service, and suitable for use with professional advisors, clients and prospects.
We do not use, and do not recommend using Adobe Acrobat files for online newsletters -- they require too many "extra" steps for the user, they download slowly, they are not "instant open," cannot be tracked through an e-mail server, and even if they are stored on your website, search engine crawlers will not index them -- so they do not help your directory rankings the way a web-page style newsletter will. And remember that sending "bulk e-mail" from your law firm is a great way to get the whole firm (AND your ISP) banned for abuse! Try explaining THAT to the managing partner!
Click here to send an email request for an ACTUAL SAMPLE of an IMS client e-newsletter.
April 25, 2007 | Permalink
