Viewpoint

Three leading experts on e-mail marketing answer the question:

What five things should every marketer know about e-mail?

Shannon Delaney, Spun Logic

As e-mail has become a standard part of the marketing mix, many see it as just another task on the "to do list" rather than realizing its potential as a powerful communication tool. By employing some simple marketing practices, you can turn your e-mail program into a winner. Here are five fundamentals to help you improve: 

1. Focus
Before you launch each campaign, define goals and objectives that are both measurable and obtainable. Make sure that each campaign contains a clear call to action and don't assume that more content is better. You don't want to overwhelm readers with too much to do and you certainly don't want to water down your message.

2. Report
E-mail reporting can be overwhelming, so start with the basics and understand what they mean to your organization before you get too advanced. Begin by identifying the overall response rate for a campaign. For example, track unique opens and clicks. Once you are comfortable with the basic metrics, you can begin to track responses that will allow you to target future e-mail campaigns based on the past behavior of your recipients.

3. Analyze
You must constantly ask yourself about what the results mean to your organization. Apply your practical knowledge and experience about the recipients and take some time to ponder the results. Analysis is an art form; anyone can just read the numbers.  

4. Utilize
Be sure to actually employ the knowledge you have gained. It's easy to get bogged down in the day-to-day tasks involved with "just getting an e-mail out." If you aren't always thinking about how you can improve and decidedly putting actions in place to get there, you are wasting your time and the time of your e-mail recipients.

5. Adjust
Improving your strategy isn't a one-shot deal. Remember that as technology and your industry change, you will need to change with them. However, be sure to give your tactics time to perform in so that you can determine what is and what isn’t working.

Employing these strategies is a sure way to make your e-mail program a powerful tool in your marketing toolkit. 
 

Melissa Adams, Bronto Software

1. E-mail marketing provides a cost-effective and timely communications tool for nonprofits. Eliminate printing and postage by using e-mail for important action items such as meeting reminders and event announcements.  In addition, ramp up program participation with e-mail registration reminders.

2. Nonprofits can use online newsletters to build relationships with non-members, members and leaders. A newsletter provides value by supplying supporters with relevant content, keeping them engaged and more receptive to calls-to-action (whether for donations, purchases, or event attendance). By including links to this information, the nonprofit can track the resulting click-throughs to determine interest. In addition, by embedding surveys within newsletters, nonprofits can quickly and easily gather feedback.

3. E-mail marketing newsletters keep a nonprofit top-of-mind with supporters. Nonprofit newsletters delivered on a regular schedule create a tangible connection with supporters who anticipate the arrival of the newsletter and respond more enthusiastically to its content. 

4. Create a professional presentation. E-mail marketing software allows nonprofits to create and send messages using professional-looking, custom e-mail templates. In addition to creating a professional presentation, e-mail templates help nonprofits reinforce marketing messages and maintain brand consistency in their e-mail publications.

5. Simplify with Web-based e-mail marketing. With no system requirements or major initial investment, nonprofits can start e-mail marketing immediately with a Web-based e-mail marketing solution. There's nothing to install and no additional support staff needed. With only a Web browser and an Internet connection, nonprofit communicators can send e-mail alerts from home, conferences, during vacation, and even queue messages for delivery for at a later date and time.

Ken Carter, Mansell Group Inc.

1. Higher ROI: Survey data continues to show that on every metric, e-mail outperforms direct mail. E-mail has several strengths over direct mail including: lower costs, shorter time intervals to create and deliver content, flexible testing medium, download capabilities for instant fulfillment.

2. Content: Creative design should be tailored for e-mail. Creative work for print or even Web sites might not be suitable for e-mail.  Even HTML should be properly optimized for e-mail delivery.

3. List building: Gather e-mail addresses at every touch point you have with your constituency groups. The most difficult part of e-mail marketing is building your e-mail list.  Don't put this off and utilize every source you have for collecting e-mail addresses (join forms on your Web site, ask for it from direct mailings, and collect them where ever you interface with people). Steady plodding brings prosperity.

4. Experiment: Try personalizing your messages.  When possible send tailored content to the recipient based on their preferences. Try different subject lines with segments of your list and note which are more effective.

5. Be consistent: Make an e-mail delivery schedule and stick to it.  The more consistent you are sending e-mail, the more likely people are to respond.  For example, send every month or week on the same day, at the same time if possible. Try to always send with the same "From" e-mail address (think branding).