Oh email marketing. I have been involved as an email marketing affiliate in some capacity or another since 2007. As an affiliate who relied upon email for 100% of my business I can tell you with confidence email is a “Feast or Famine” undertaking. There are three major lessons I had to learn the hard way that would have kept me on the “Feast” side of that equations more often then not, and helped my business tremendously, had someone just told me to practice from the beginning.
#1. Subject Line, Subject Line, Subject Line – You could have the greatest product in the world with the most amazing email message and most compelling call to action, but if no one opens the email you will not make a dime. Also, with the internet service providers placing so much emphasis on interaction with messages versus traditional filters, you need your subscribers opening and clicking to build and maintain solid delivery and positive reputation. Of course following best practices when writing subject lines still applies, 50 Characters or Less, Avoid Filter Trigger words like FREE, and as always relevance to message.
#2 Test and Track Everything – This means everything, down to the time of day you send. Number of Characters and Key words in subject line, size of creative, text vs html creative, and Color of Call to Action Button to name a few. You never know what is going to result in a 10%-20% increase in performance, even something as simple as changing “Hello” to “Hey”.
#3 Always Have a Backup – As with anything in life, if things can go crazy they usually will, especially with email. Always have backups for everything, image servers, ip addresses, data servers, even back up email service providers. Expect the Best, Prepare for the Worst.
Hopefully as you all start to learn more and venture further into the labyrinth that is the world of email marketing these three lessons from an email veteran will keep you from falling into the same traps I did and keep you on the fast track to email success and riches.