There is a lot of competition in catching the attention of the subscriber in the email world. In order to distinguish from the rest of the clutter, communication must be made easier for the receiver. People always get attracted to things which are easy and go away from things which are difficult to do. Because of this hallmark of services and products like Google AdWords, Turbo Tax, etc., they have gained popularity all over the world.

Like they say it is easy to say but difficult to do, so is the case with making each and every thing easy for the customers and subscribers. Sometimes it might happen that the things which are easy for a group of customers might not be easy for the rest. This case is true especially with new customers.

The very first step in making things easier is to have a simple email address, link or opt-in form field in a promotional email or newsletter. Also this information must be included on every page of the website. There should be provision of a web version of the emails which are in HTML. It helps to include a send-to-friend link or functionality in every message. The subscribers must be able to take actions in spite of the images being blocked. Every submit button should be labeled with the action to be taken like ‘buy now’, ‘Subscribe here’, etc.

If any of these functionalities are missing, then Email Management and Accessing Content should be considered for simplification. 

Email Management

Subscription must be made easier by working on email ids, links and sign-up form and post this information on every page. Every email should have the subscribe link in order to tempt the readers, especially those who have received the message from a friend. In order to subscribe, the steps to be taken should be minimum. According to a survey, marketers who had cut down the subscription steps from 9 to 3 saw an increase of 300% in the subscription rate. More personal information need to be collected from the subscriber in order to send more relevant emails. It also helps in maintaining the email list effectively. But email marketers should know where to draw the line as too much information can turn off the subscriber, especially those who haven’t subscribed yet but intend to do so. A separate page can hold the opt-in form to collect relevant information. The critical fields on the form should be marked with a star and the other extraneous field should be left on the subscriber’s choice to fill. The setting and updating of the customer’s preferences about the content must be made easier. Password can be allowed along with the inclusion of link for the retrieval of password, in case it has been forgotten. These links should stand out on the web page and in the email. The email should have software which provides ‘Mail-to-friend’ option and it should be easier than the forward function.

The email should stand out amongst the rest of the emails. The sender should be easily recognizable and the subject line should be catchy. Emails should have provisions to take action in an easy way. They should be text based as well as HTML based. Include a link of the web version of the email, so that more vivid information can be seen. Obviously, the emails should be printer friendly; if not a printer friendly version of the email should be provided.

It is very important to check the working of each and every link, including the unsubscribing link. Clicking on the link, it should take the reader directly to the web page, image or file. Subscribers find it very tedious to hunt for the desired content. Another important point which most of the marketers forget is to make the unsubscribe option easy. This strengthens the trust of the subscribers. More can be gained out of the unsubscribing process by including various options such as address change or changing the frequency of emails.

When all these points will be pondered upon, you will be certainly surprised with the subscription turn out. 

One of the best aspects of email marketing is that it has the ability to turn out considerable revenue from a promotional email campaign or ecommerce. But the common perception of this type of marketing is that you design your email, forward it to a list of subscribers and then wait and watch the revenue rolling in. But it is not that easy.

For an ecommerce program to be successful it takes more than just emailing the newsletter. And because of this, companies jeopardize lot of money by not dividing their customers into segments and utilizing more advanced emailing features. Segmentation can be done on the basis of demographics, personalization, actions, customers responses detail tracking and trigger based emails. By considering these variables, a lot of investment may not be made in infrastructure or technology.

The revenue of an ecommerce program can be doubled or even tripled within few months with a little extra effort, analysis, refinement and testing. The things to be taken care of here are list building, content creativity, list management, segmentation and testing.

List building is the most effective means for increasing revenue. The email subscription form must be optimized for growth of the email list. Just a good home page won’t do the trick of capturing new subscribers. An eye catching link to the subscription form must be placed on every page of the website, possibly with an impossible to miss image. Many readers expect incentives when they sign-up for something. Try to offer ‘free shipping’ or ‘$25 off on the first order’, or something like it. The email address of a customer should be captured on the shopping cart form. Then a transaction confirmation email can be sent which includes link to the subscription form. This opportunity can also be used to get additional information from the customer in order to target them better. Demographics such as gender, product interests, and preferences can be asked about.

Try to use a search engine pay-per-click or PPC program, because search is the most frequently used way for customers to buy products they desire. PPC program increases the traffic towards your website. If such programs are used, the signing up process must be made easier for visitors who have or haven’t bought products from your website. Making the website search engine optimized is the most cost effective method of getting traffic and improving your list. This optimization can be done either internally or by hiring an external SEO consultant. Every page of the website must be optimized to get the top rankings. The ‘Send-to-a-friend’ feature must be included in every eNewsletter as this feature generates a considerable amount of new subscribers. Although the number won’t be big, but it will be enough to satisfy the number of unsubscribes every month.

If the business or shop is located somewhere, in-store promotion offers can be sent via emails. Sign-up forms can be given at cash registers and subscriptions can be promoted at the point of purchase.

According to researches, a compelling subject line can increase the open rate by fifty percent. Solid offers and great design are the perfect blend for doubling the click through rate. Give customers options from which they can choose the most appropriate one which suits their appetite. The products must be divided into categories. Personalization helps in increasing the response rate. Emails can be personalized by referring to the customers by their first name or by their past purchase history. Since the email is just an extension of the website, it is better to leverage the website’s navigation. If the website has search capability, it must be incorporated in the email.   

The personality of the company should be reflected in their emails and its designs. Emails main job is motivating the recipients to click on the links to go to the website or subscription form. Some other very important links can be included, but a clutter shouldn’t be formed so that the most important one cannot be located. Graphic buttons and images can be used to draw attention. Great subject lines, top lines and offers just to wonders.

List should be managed by calculating email churns and fatigues. Incorrect email entry can be solved by including a second email entry box. Send out confirmation to check the validity. Update email address and manage account link should be included in every email.

Testing is very critical in optimizing the email program. Majority of the email variables must be checked before the emails have been send out.

One of the best aspects of email marketing is that it has the ability to turn out considerable revenue from a promotional email campaign or ecommerce. But the common perception of this type of marketing is that you design your email, forward it to a list of subscribers and then wait and watch the revenue rolling in. But it is not that easy.

For an ecommerce program to be successful it takes more than just emailing the newsletter. And because of this, companies jeopardize lot of money by not dividing their customers into segments and utilizing more advanced emailing features. Segmentation can be done on the basis of demographics, personalization, actions, customers responses detail tracking and trigger based emails. By considering these variables, a lot of investment may not be made in infrastructure or technology.

The revenue of an ecommerce program can be doubled or even tripled within few months with a little extra effort, analysis, refinement and testing. The things to be taken care of here are list building, content creativity, list management, segmentation and testing.

List building is the most effective means for increasing revenue. The email subscription form must be optimized for growth of the email list. Just a good home page won’t do the trick of capturing new subscribers. An eye catching link to the subscription form must be placed on every page of the website, possibly with an impossible to miss image. Many readers expect incentives when they sign-up for something. Try to offer ‘free shipping’ or ‘$25 off on the first order’, or something like it. The email address of a customer should be captured on the shopping cart form. Then a transaction confirmation email can be sent which includes link to the subscription form. This opportunity can also be used to get additional information from the customer in order to target them better. Demographics such as gender, product interests, and preferences can be asked about.

Try to use a search engine pay-per-click or PPC program, because search is the most frequently used way for customers to buy products they desire. PPC program increases the traffic towards your website. If such programs are used, the signing up process must be made easier for visitors who have or haven’t bought products from your website. Making the website search engine optimized is the most cost effective method of getting traffic and improving your list. This optimization can be done either internally or by hiring an external SEO consultant. Every page of the website must be optimized to get the top rankings. The ‘Send-to-a-friend’ feature must be included in every eNewsletter as this feature generates a considerable amount of new subscribers. Although the number won’t be big, but it will be enough to satisfy the number of unsubscribes every month.

If the business or shop is located somewhere, in-store promotion offers can be sent via emails. Sign-up forms can be given at cash registers and subscriptions can be promoted at the point of purchase.

According to researches, a compelling subject line can increase the open rate by fifty percent. Solid offers and great design are the perfect blend for doubling the click through rate. Give customers options from which they can choose the most appropriate one which suits their appetite. The products must be divided into categories. Personalization helps in increasing the response rate. Emails can be personalized by referring to the customers by their first name or by their past purchase history. Since the email is just an extension of the website, it is better to leverage the website’s navigation. If the website has search capability, it must be incorporated in the email.   

The personality of the company should be reflected in their emails and its designs. Emails main job is motivating the recipients to click on the links to go to the website or subscription form. Some other very important links can be included, but a clutter shouldn’t be formed so that the most important one cannot be located. Graphic buttons and images can be used to draw attention. Great subject lines, top lines and offers just to wonders.

List should be managed by calculating email churns and fatigues. Incorrect email entry can be solved by including a second email entry box. Send out confirmation to check the validity. Update email address and manage account link should be included in every email.

Testing is very critical in optimizing the email program. Majority of the email variables must be checked before the emails have been send out.