by Cara Callaghan

Over the past few years e-mail has taken a backseat role to social media in many instances but it is still a very powerful and important marketing tool when used correctly. It is, after all, the cornerstone of permission-based relationship marketing.

The importance of email marketing cannot be under estimated for three main reasons:

1.

A well executed email campaign affects brand attitudes.

2.

The quality of your email campaign affects brand perception.

3.

The expectation for well known brands is higher.

Things you need to consider for email marketing are:

1.

The legislation governing this area for the countries of recipients you are targeting.

2.

Initiatives to grow your database.

3.

The different types of email communication and how effective these are e.g. short promotional, long promotional, short editorial, long editorial etc.

4.

Testing – small changes can make a big difference to results.

Top 10 tips for effective email marketing:

1.

You must create your lists organically with the explicit permission of your prospects.

2.

Build an effective plan – how often to send communications and plan what content to use. Be sure your content is timely and relative.

3.

Always provide a strong benefit for the person signing up to your list. Receiving updates alone isn't usually a very strong offer. Exclusive discounts are more compelling.

4.

Choose a publishing frequency that works for you. Send communications too often and people will unsubscribe; not frequently enough and they will forget you. If possible, ask your subscribers how often they want to hear from you.

5.

Test, test, test. Email marketing success comes through continuous testing and making changes based on your findings. Ideas for areas to test in your e-mail campaigns, include: the day and time of your mail shot, frequency, personalization, subject line and contents, prices, and call to action.

6.

Segment your list to deliver relevant messages.

7.

Think outside the box; compliment your e-mail campaigns with news on events in your locality and special offers from transport providers.

8.

Ensure that you integrate e-mail with your Social Media campaign.

9.

Personalise the message with the recipient's name.

10.

Track all actions – bookings, purchases, enquiries etc. And, measure the ROI from each email campaign.