Tips for Creating an Effective Email Campaign

Email marketing campaigns continue to be among the most successful ways of communicating with potential clients. Undoubtedly, they have served as a distinct and reliable method of boosting businesses. In fact, most businesses today are using email marketing as part of their integrated marketing campaigns.

What is Email Marketing?

Email marketing employs the convenience and speed of one-to-one communication with each business prospect. It is one of the safest and quickest methods of delivering important messages, updates and promotions to people who willingly choose to be part of your mailing list. To start off, there are a few questions you should consider, such as

• What do you know about your customers?

• Why would you want to read their emails?

• How much time will it take for them to view your email and take the desired action?

• Are your users’ early risers or night owls?

All these questions help frame the foundation of a strong and long-term email marketing campaign.

Know Your Target Audience

Prior to even thinking about initiating an email campaign, you should have a clear understanding of your target audience. You can take as much time as you need for research to ensure you are doing it right. Without this, your likelihood of success will decrease over time. For knowing your audience, you have to research about their age, gender, location, lifestyle and other attributes, such as activities and interests.

After thoroughly researching the kind of tone and speech you should adopt for your email marketing campaign, you can…

… Follow the Guidelines

It is your responsibility to be aware and comprehend the “spam” laws for a particular country. At all times, check the laws pertaining to spam in your country and in case you are emailing customers in Canada and the US, you will need to abide by the rules set to prevent spamming. So, how to avoid spamming?

• Target your campaign to only those people who have given you their email IDs willingly

• Every email should have a link to an easy unsubscribe

• A physical address must be included

• In case a user has unsubscribed, make sure you don’t mail them again

• Be wary of selling or buying email addresses

By educating yourself and finding a trustworthy email service provider, you can create an effective email campaign that will best serve your business’ needs.

Set Clear Objectives

As you create your first email campaign, determine in your mind why you are communicating with your clients. Here are a few questions to ask:

• Are your emails sent for educating users? Promoting a product or announcing discounts?

• Have you offered a clear CTA for the audience?

• Do you have any preferred analytical tools to measure the performance of your campaign?

Setting clear objectives and the methods you will use to measure the results of a campaign will help you monitor the results of your campaign.

Find and Use Viable and Relevant Data

In case you have an email list ready for starting your marketing campaign, you should make sure that you have the most precise list. Guarantee that you clip your list to flush out erroneous data and re-engage inactive emails.

Support Opt-Ins

For building every fresh mailing list, include something that encourages people to sign up on their own. Here’s a few ways of integrating this element in your campaign:

• Provide a sign-up feature on your home page.

• Flaunt a sign-up form on every web page or post.

• Provide giveaways in the form of books, video or audio for triggering signups.

• Customized confirmations and ‘thank you’ emails make the users feel welcomed and can result in referrals

Create a Spot-On Marketing Campaign

Reflecting your objectives, arrange a campaign that entails standard and personalized elements. A few things to take note of are:

• Opt-out links must be evident

• Modify your email templates for fitting your business branding.

• Track your campaign

• Make use of auto-responder scheduling

Draft Effective Emails

When you have a clear understanding of your business branding, you will be able to set clear-cut objectives that can be highlighted in your email or sequence of emails. When creating emails, place emphasis on coming up with catchy and informative copy.

• The most priority should be given to your subject line, as it accounts for 80% of the campaign’s success. An attention grabbing as well as benefit driven subject lures users to pay attention to your email message.

• With a proportionate text-to-graphic ratio, you can catch the attention of prospective clients who may be attracted to your graphics. However, don’t over-do the use of images or graphics as the main goal is to convert users, not provide them entertainment.

• Integrate just one obvious and well placed call to action. More than one CTAs can confuse the audience and they may decide not to take any action.

• Your address, an unsubscribe link and your logo must be present in the mail.

Testing and Tracking

Learning how to use tracking tools prior to launching the email marketing campaign enables you to stay focused on your core business objectives and facilitates you to ensure an efficient execution of all relevant steps of the campaign. Here are a few metrics you must be able to track for every email marketing campaign:

• Deliverability

• Open rate

• Click through

• Conversion

As you begin receiving notable stats for your campaign with the help of tracking tools, you can tweak and play with several elements of your campaign, such as:

• Body

• Headlines

• Time of day

• Day of the week

• Keywords

• Product offers

• Hard sell vs. soft sell

• Company name vs. person’s name

• Creative designs

• Subject or tag lines

• Copy of the message

• CTA

• Style

• Product offers

• Font

As soon as you conclude a successful campaign, you can streamline the most important components of your email campaign for mapping your future business objectives. When you keep track of what worked for you and what went against you, you can trigger customer engagement and generate a higher ROI with sound decisions based on your experiences acquired during your last campaign. With these steps, you can launch a successful email campaign. Just make sure to complement it with these basic etiquettes to attract users instead of repelling them.

Get a Permission-Based Email List Developed on Trust and Mutual Gain

Always build your email list that is based on offering your clients a valuable service in exchange for their information. Ask them if they would like to receive a newsletter or discount updates weekly, monthly or yearly. By doing so, you are not viewed as a nuisance by your audience. Collect only the information you require and don’t go for irrelevant details.

An unsubscribe feature prominently displayed in each email will ensure unsubscribing is effortless and unconditional. A clear and to the point privacy approach that depicts in plain words how you will use the information by the subscribers will make users trust your intentions rather than doubt them.

Develop Interest with a Catchy Offer

The greatest email messages are not even opened if they fail to provoke any interest amongst subscribers. Why would anyone want to open your email simply to collect more information if they don’t receive anything as a reward? For this reason, it is essential to include an offer, no matter how small it is, that is displayed in the subject line. Don’t go for long subject lines that confuse your target audience. This is where your research comes in. By knowing how your audience thinks and reacts, you can devise a subject line according to the taste and language of your users.

The same continuity in voice should be carried in the message and tone of the email to ensure you don’t disappoint the users who have made an attempt to open your mail. Moreover, when your campaign follows a regular schedule, devoted fans start to look forward to your emails and offers.

Adopt a Conversational Tone

For breaking up large chunks of content, make use of bullets and subheads to turn it into a scan-able material. Your email should be in the form of a conversation and not a sermon. Apply a responsive email design for ensure your email appears just as smooth on a smaller smartphone screen as it does on the laptop. For this, testing your emails on different devices will get you a good idea of how it will appear to your users.

Use Cross Promotional Tools

Personal marketing has two standard methods: Email and SMS. Nevertheless, the world revolving around these conventional technologies has transformed. That’s why emails must also provide a way for letting users like your Facebook or Twitter pages. Actionable directives rewarding subscribers for creating a buzz will also help boost your blog following, social media accounts and will bridge gaps between your email marketing campaign and your online presence. Don’t waste the numerous opportunities provided by emails to direct subscribers to other outlets of your promotion.

Execute A/B Testing for Evaluating Results with Different Variables

Effective split testing will not require a lot of your time or effort. With the help of already successful programs, like MailChimp, they have integrated A/B testing tools that only need negligible data input for getting you on board. Such programs make design convenient on the front and also make A/B testing simpler on the backend.

Every email marketing campaign has a goal, which is to categorize the entire target audience in specific groups for reaching them more easily. Emails can fuel up conversation and establish a communication channel for your business. When you treat your subscribers as mere statistics, your emails become mechanized and lose the personal touch. Treat your recipients with respect and offer something which would make them feel valued and important. More than anything, your email should be compelling enough to be opened and read.

Marketers desire the best possible open rate for their campaign and get the attention it deserves. For increasing the open rate of your emails, convey your unique brand message to your readers by addressing a specific problem and then offering your business solution. As mentioned above, adding a value-added service will also motivate them to refer it to others. Also, due to different time zones and the varying nature of businesses, various email campaigns present different outcomes when they are tested for different time zones.

The first step for testing different sending times is to arbitrarily allocate your email list into a number of different lists with equal numbers of people. Subsequently, select some send times you believe are going to be preeminent for your targeted users. Lastly, queue up the same message to each list. Of course, during these different time zones, the messages must be exactly the same. Here, the only variable that needs to be tested is time.

You may want to repeat this trial several times before you can start to see a clear pattern emerging. With this testing, you may find certain time-frames to be good for receiving beneficial open rates or you may discover that open rates are not influenced with time-frames at all. Make sure you keep a detailed log of these logs to be referred to throughout your marketing campaign.

How To Know If Your Email Campaign Is Working?

For determining if you have created an effective email marketing campaign, ask yourself the following questions:

• Are people talking about your email campaigns?

• Are they directing traffic to your website?

• Did it make any money?

In case you reply in the negative to any of these questions, there is a need to look into your email campaign.


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10 Reasons for American Internet Companies’ Failure in China

While we regard eBay, Amazon, Yahoo!, Google and other American websites as successful case studies internationally, what we have seen in China is just the opposite. American websites in China are basically the model of failure. It can be said that their Chinese rivals’ success are built on abandoning the American experiences and practices. In my opinion, American websites’ failure in China is due to their operating concepts. They have good strategies, the most intelligent people, the most money, the best technologies, but that does not change the way of doing things.

1. Preferring white-collar bourgeoisie VS Welcoming the mass population

This is the fatal weakness of American website companies in China, but so far few of them have realised this point. Among those people who operate American websites, senior executives are from HK and Taiwan, while employees are white-collar workers in Shanghai high-rises. All they know about China is the CBD of Shanghai, therefore all practices include product design, website style and target audience are for white-collar workers in Shanghai and Fortune 500 companies. They will never consider demand from general public and small to medium companies.

Their upbringing, interest and vision make them exclude the public at heart. American website employees are deeply disdainful of those guys in Internet cafes, those thousands of Internet users in small cities and towns all over China (note that these 2 groups account for more than half of the Chinese internet population). Superior American website white collars not only dislike them, but also really hate them.

They only know Gmail, not 163(Netease) mailbox; only MSN, never use QQ(Tencent), in order to show their superiority. At heart, they feel that they would rather let the websites close, than building a website that meets the public demand with no “taste”.

If you want to be a mainstream Chinese website, not meeting the public demand is doomed to fail.

2. To be forgotten VS To be hated

The former is the philosophy of American websites, the latter is the philosophy of Chinese internet entrepreneurs.

While American websites fear a single piece of negative news, Chinese websites fear there is no negative news. Being hated by thousands of people is the highest realm of Internet promotion.

American website staff has 10 times more salary than their Chinese website counterparts, hence being afraid of losing their jobs. They would rather deliver no performance, than taking risks and making mistakes. They are low-key, conservative and cautious, everyone is polite and educated, but with no competitive mentality. As a result, they are beaten to the ground by their sharp and fresh Chinese rivals.

Look at the offensive stance of Ma Yun (founder of China’s biggest B2B website, Alibaba.com) over eBay. While Ma’s Taobao.com was still far behind eBay in China, he had declared Taobao the biggest in China. The PR executive from eBay China could only responded like “we only focus on user experience”. Ma even said that “I couldn’t see a competitor even using a binocular”. eBay staff were afraid of making mistakes and saying the wrong thing, thus using excuses like “US listed companies cannot make discretionary comments”.

3. Long lasting war VS Quickfire actions

American websites always have long-term planning and spend loads of money on useless marketing research. They plan strategies and budgets for the next few years, and they are too rigid to adjust easily. They can have a lot of money and talent at the beginning, and slowly plan and develop things. Unfortunately, websites are not like other industries, where many multinationals adopt a strategy of making losses for 10 years and then turning a profit. This is not working in the Internet industry, in less than 10 years Yahoo! and eBay had already failed in China. So instead of doing it slowly, it would be better to fire up at the first beginning.

The Chinese websites are always seeking quick success, so their idea is to do things simply and quickly. Ma Yun could organize “death squads” to build up Taobao in closed offices. Everything was for the purpose of being fast, focusing on small step sprints, making improvements along with mistakes. American websites could do perfect planning and budgeting, but could not approve anything easily if it is not in the budget. Such way of needing American headquarters’ approval for everything is domed to fail.

4. Means important VS Objectives important

Jack Ma’s management style is said to be rather rogue. He set a goal, such as website traffic or registration volume, and let his team work towards it using whatever means. As long as the goal is reached, people can be rewarded greatly. Therefore their teams dared to use all the available tactics, including plug-in, bundling, promoting unethical websites, etc. The gospel of many Chinese websites is “means never matter, objectives are everything”, as long as it is legal.

American websites have so many performance criteria and rules. They first need to maintain their high end brand images, protect their multinational faces, and possess noble professionalism. Only under these prerequisites can they pursue various short and long term business objectives.

5. Being users’ saviour VS Meeting users’ demand

Perhaps the only thing worth learning from American websites in China is that they have better focus on user experience. But this is usually overshot, too considerate for users, hence restricting self-development. Chinese users sometimes don’t need to be treated too friendly and too considerately. They will make their own choice, not the other way around.

Do you know why ICQ failed in the Chinese market and exited? American people really care about protecting users’ privacy. For ICQ’s Instant Messaging product in China, logged-in users cannot retrieve their prior conversation history from another computer. This could certainly protect users’ privacy, but it is more suitable for a handful of Internet users at home, instead of the vast majority of Internet café customers. ICQ probably still had no idea about this when they were withdrawing from Chinese market.

Ma Huateng, founder of Chinese Instant Messaging product Tencent QQ, was merely the technical contact person working for ICQ’s Chinese partner company at that time. But he learned Instant Messaging technology as well as the preference of Internet café customers in China (American website employees would never look at Internet cafes). After Ma corrected the pitfall, which is the privacy issue only cared about by middle-class white collars, he subsequently kicked ICQ out of China.

6, Being magnificent VS Being popular

American websites’ promotion in China is always magnificent but unpopular, and they amazingly share a similar mentality when it comes to marketing. They employ advertising agencies to design beautiful posters displayed in subway stations and bus stops. They also design online ads that target the minority white collars, spend lots of money advertising on 3 major internet portals, and pay for expensive Google keywords (not Baidu keywords, American website employees only like Google and MSN). As a result, people applauded their ads, but never visited their websites. User acquisition costs almost amounted to 1000 yuan (about US$130) per visitor. Despite minimal traffic growth, they would still claim “brand building, brand awareness or brand image” as excuses.

But Chinese rival websites always put traffic as a priority, believing “a penny brings a visitor” when it comes to website promotion. They don’t care who the visitor is, as long as this person visits their websites. Real traffic numbers are pragmatic brand promotions, those empty and useless brand images cannot turn into profits. The sole purpose of promotion is to bring in visitors, and it’s up to people to decide the merit of the products. So that is the leverage.

7. Passive promoting VS Active pulling

American style marketing emphasises brand awareness, such as outdoor posters, which is hard to activate the market in China. Pragmatic Chinese competitors would rarely use advertisements simply to establish brand images. They like engaging in high-profile “pull” propagandas, not only producing direct benefit, but also improve the public awareness, even forcing people to pay attention to.

Mr. Gong Wenxiang, a Chinese brands expert, has compared the online advertisements of Taobao and eBay. He commented that they both used banners to display their featured products with similar ad costs, but Taobao’s result is 10 times eBay’s.

eBay displayed things like iPods and Zippos, which are targeting high end customers. General public with no English ability could not understand it, nor could they afford to buy those things.

On the other hand, Taobao advertised eye-catching products like sexy underwear, and exciting weblinks constantly popping up. People simply cannot get away from them.

American website employees may well know about this, but their “turtle (overseas educated)” mindsets cannot accept it: I would rather spend a billion yuan on an elegant campaign to bring in a million visitors, than spending a million yuan on a vulgar campaign to bring in a billion visitors.

So when American websites’ marketing result is only one tenth of their Chinese counterparts’, failure is inevitable.

8. Email, msn communication VS Telephone, face-to-face communication

90% of the communication means in American website companies are emails and MSN, and these people are all happy to communicate in English. One problem which could have been solved by one phone call would instead take 10 email exchanges. Therefore emails and MSN are usually least ineffective communication means.

When Zhou Hongyi (founder of Chinese network software 3721.com) took over Yahoo! China business, those two communication cultural conflicts were very obvious. All the original Yahoo! China employees used emails to communicate with clients and business partners. They would never visit clients and entertain them, regarding this practice vulgar. After Zhou sacked those employees who only know email communications, the business began to turn around.

It is said that in American website company meetings in China, as long as there is one foreign staff attending, all other present 20 or 30 Chinese employees have to speak English. This is extremely unpragmatic, as they don’t realise they are doing Chinese business and language must be in Chinese.

9. Elegance and simplicity VS Excitement and rich contents

Glancing at a website with American background, you will immediately realise it is designed by Americans: elegant, simple, quiet and beautiful. All the good things are hidden inside, so that it fits the status of a multinational Internet company. White collar minorities may like that, but the general public will shun such websites.

Their Chinese rivals, on the other hand, always like putting floating banners everywhere. They show all the good things on home pages, beautiful artworks don’t really matter.

Until recently, former Yahoo! China employees still looked down on Hao123.com (URL directory website in China). They thought it was uglily designed, jamming all the web links together. But a few years ago, Yahoo! China, which was in the same weblink directory business, had invested 1 billion yuan in China. It employed lots of MBAs, overseas returned Chinese, HK and Taiwan talents, but ultimately lost the game to Hao123.com, a low cost website merely built and maintained by a secondary school level student from Guangdong Province. After a few years Yahoo! China had fallen well behind Hao123.com in terms of traffic, user numbers and advertising effectiveness.

10. Recruiting people from similar management backgrounds VS Recruiting people from different entrepreneurial backgrounds

When it comes to recruitment, American websites all overemphasize the unspoken rule of “common language”: employees who are diligent, careful, polite, proficient in writing emails in English, proficient in using Powerpoint, forever favouring HK people, Taiwanese and overseas returned Chinese. These people are all from the same mould, outsiders are not easy to get into their circle. Therefore website styles, product opinions and promotion strategies are all indisputably similar and high-class, which means failure. Their recruitment places too much emphasis on management and smoothness.

Their Chinese competitors will not only recruit diligent people, but also people who are decisive and adventurous. Although this may lead to varied personnel qualities within an organisation, the company can nevertheless become entrepreneurial, extreme and offensive, building better websites than American counterparts’.

Apart from the above example of major American websites, many smaller American websites have encountered the same fate in China. They invested millions per year, but only several thousand users everyday, while their Chinese rivals can achieve the same result with only a few hundred thousand yuan per year. It is imperative that people working in American websites have to rectify the above 10 problem areas, so that they could have a better future in China.


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