Email Campaigns: to Do It Right

Posted: 12.10.2009

By Chris Cornell

Successful entrepreneurs realize the importance of allocating proper time and resources in order for projects to be planned properly. Efficiency is increased and there are fewer delays when the goals and tasks are well-defined ahead of time, an approach that should be extended to all aspects of a business. Unfortunately, most people tend to overlook the importance of planning your email campaign well. An email campaign, as some marketers have found to their dismay, not as simple as sending out text-based emails and waiting for visitors or customers to come flooding in.

If you're planning to send out a series of emails, you will need to determine when you want to begin sending them out.
Additionally, have you decided on a suitable interval that should lapse between each email so that your recipients don't feel overwhelmed? A regular email schedule is a must in planning your email campaign, you will be able to work backwards from a launch date you finalized with your marketing team. Remember to allow time for reviews and approval of content to be released, not to mention the finalization of your eventual mailing list.

Your campaign planning is running on schedule and people are doing what they're supposed to. Hopefully you won't have neglected the subject line of the emails you plan to send out. These tend to be last minute decisions made in haste, and believe me, it will show! A generic subject line will fail to elicit any interest and your email might go straight into the trash. Make it catchy and original so that the recipient is likely to open it.

Ensure your recipients don't confuse your mass email campaign for spam. Spam is obnoxious, a waste of time and money and a really good way to build up ill will. To avoid having your company known as one that sends spam its customers, you should obtain permission from your recipients before you send them anything. Leave it up to them to decide if they want to sign up for the mailing list via a form available on your business website. Likewise, provide an option for recipients to cancel their subscription anytime they choose.

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