Bulk Email Campaigns - Do it right or not at all06 Dec 2012
Your inbox is probably filling up with newsletters as more companies embrace direct marketing. The big problem is that most of them turn you off by being badly formatted, having a large attachment to download, or feel like they are yelling at you.
Now have a look at some of the ones my customers are sending and see the difference. Much better.
For years I have helped customers and their designers set up email campaigns through their websites. That has given me a have a good idea of the do's and don'ts. When I managed the site for an independent videogame retailer we would run email campaigns for midnight launches that were held at the store. We did one for Halo 3, Grand Theft Auto 4 and the World Of Warcraft expansion Wrath Of The Lich King. On each occasion we had the store packed full of people with a queue outside AT MIDNIGHT. Remember, this is an independent store outside of a major shopping arcade, not EB or Game.
What I learned is that email campaigns done correctly can be extremely successful.
I can guarantee that emailing your customers a shoddy, rushed email will NOT get the same results. It makes sense doesn't it?
It works for us!Have a look at the Google Analytics graph below. I try to send a newsletter out every week. Due to work commitments it doesn't go out on the same day every time. Each one of the four peaks on the graph corresponds to a bulk newsletter mailout. Notice the longer break. That was when I delayed sending a newsletter until I got my new design and website set up. I announced it in that newsletter and the peak was stronger immediately after it as people went to the site to see what it looked like.
Yes, it works.