Home' Border Enterprise : Autumn-Winter 2011 Contents 37
Vol 4. Autumn/Winter YOU know the feeling. Just as
you click 'send' and dispatch
an email to someone you
want to impress, you feel a
wave of regret because you
have skewed some vital detail and cannot
retrieve the messed-up message.
Even dedicated email marketers get
into a pickle. On his first campaign for his
Brisbane-based web strategy start-up,
Bluewire Media, Adam Franklin sent
700 contacts a message opening "Dear
Haste makes waste
The shocker taught Franklin a lesson:
"Test, test, test!" Franklin says.
Rush and you may come unstuck.
So get a second --- even third --- set of
eyes to check everything, including how
the message reads across several email
clients because it might "break". View
it on the likes of Hotmail, Gmail, Yahoo
Mail, Entourage and Outlook Express,
Make your message engaging, he
adds, by telling a story that might come
from an expert. For a recent newsletter,
Franklin interviewed Deloitte Digital's
CEO about running a bushfire relief effort
through social media.
Franklin filmed the interview and put
it on YouTube, which is free and the
second largest search engine after
Google. Better yet, a YouTube clip
feels personal and proves the interview
happened, says Franklin, an advocate
of fuelling engagement through games,
competitions and surveys.
All your messages should feature an
unsubscribe button --- a standard feature
of professional email marketing tools.
Never spam people, Franklin says, keying
into a common complaint.
Widely reviled, spam gets everywhere,
accounting for 45 per cent of emails,
according to the internet security site
spamlaws.com. It is easy to fall into the
trap of swelling the flood.
University of South Australia marketing
scientist Professor Byron Sharp argues
that email marketing campaigns invariably
spell spam because they are all about
Professor Sharp condemns email
marketing as "huge wastage": the
pointless production of bulk mail folder
fodder. He has more time for an old-
fashioned letter, which might strike
recipients as "novel", he says.
But according to Franklin, email
marketing campaigns work and are okay
if you offer "killer content" and send it to
contacts not strangers, on the basis of
"double-opt-in": the option of entering
subscription details then responding to a
Marketing strategist Robert Richardson
agrees, saying "always get permission."
"While it's tempting to blast the heck
out of every list you can get your hands
on, without the proper permissions you
run the risk of getting your IP blacklisted,"
Richardson adds. Read on for some nitty
gritty tips on not being a pest and getting
Email marketing tips and tricks
1. Give a little to gain a lot. Too many
e-marketing efforts are "in-your-face"
pitches. Think about your current
and prospective clients and what
information would help them in their
business. The more you are positioned
as a useful information source, the
more you will be seen as an advocate
and trusted advisor instead of a
vendor. Think tips, ideas, new books,
2. Short articles beat long ones. Hit the
high points and give the reader the
chance to dive into the topic at their
discretion. Post the longer information
on your website.
3. Make the subject line interesting: think
short and sweet.
4. Add interesting graphics, without
getting carried away. One eye-catching
graphic that conveys your message
beats multiple graphics with minimal
5. Think hard about formatting. More and
more people receive email on their
Blackberry, iPhone or Droid. Ensure
your e-marketing piece can be easily
read and is formatted for all those
Email marketing can
work wonders if you go
about it the right way
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