E-mail marketing success doesn't have to be limited to big firms with big-data technology. A recent CIO.com article combined suggestions from e-mail experts to create 15 basic tips that put an effective e-mail campaign within reach of even small- to mid-sized businesses. Here are just the top seven as an example. Start out by segmenting e-mail lists to select the relevant content and offer by customer or subscriber group. If discounts are available for students or retirees, then segment by age as an example. Next, make sure the e-mail creative uses responsive design and is mobile-friendly. Research shows 68% of recipients open e-mail on a mobile device, and 71% of those will delete an e-mail immediately if it doesn't display properly. Consider testing text-only e-mails versus image-based e-mails to take into account the e-mail clients, such as Outlook, which automatically block images. Try to have a promotional e-mail come from a real person (not just noreply), realizing that 64% of subscribers open an e-mail based on who it is from. Then craft a subject line to maximize opens by keeping it short (lines with fewer than 50 characters have higher open rates) but at the same time compelling and urgent/time-sensitive. Avoid a mass-marketing approach and personalize the subject line and content to the target segment--going beyond first name to use other data, such as past purchase behavior, for the relevance that drives response. Finally, add a clear, visible call-to-action. Research shows that if the recipient can't understand what they're expected to do within just 5 seconds, the e-mail risks deletion! For eight more tips and resource suggestions from the experts, read http://www.cio.com/article/3057992/email/15-ways-to-improve-your-email-marketing-campaigns.html
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