In some ways, sending email ads is like owning a dog. Email advertising is all about winning over a new audience, and Simon is certainly good at that. So I thought I’d share some of the tips I learned from Simon to succeed with stand-alone email ads (and as a pet owner).
For a dog, being cute definitely helps in making new friends. In the same way, you’re going to see more success with your email ad if it looks good.
Double check the creative to ensure that you have no broken code, no missing images, and no grammatical or spelling errors. You should also check that your email renders correctly in different email clients (and for mobile, of course). In short, take that puppy to the groomers before you send it out to make new friends for your company.
For email ads, it means that your brand should be introduced by the list owner. Their name should be included in the From fields of the email, and they should have a header before the email to remind the subscriber of why they’re receiving this email. Though it may be tempting to keep all of the branding your own, you will see lower ROI and a big hit to your brand’s reputation if you don’t get the right introduction to a new audience.
When you send email ads, you may not know the audience directly, but the list owner or the ad exchange (like ividence) should. They should be able to tell you about the consumers receiving your ad and explain to you what the process is for targeting your ad to only records likely to be interested in your company.
In an email ad program, you pay attention to response levels on the open, click, and conversion levels in order to understand the efficiency and effectiveness of the campaign. It’s important to get data in a clear, actionable format and to send in a controlled manner so that you have time to react (rather than sending batch and blast emails).
So, do you have any pet owner tricks for improving your email marketing strategy?
Mary Byrne leads ividence’s sales and marketing team in the U.S. as SVP, Americas. She has nearly 15 years of experience in the technology sector, with special emphasis on advertising technology and email deliverability. Previously, Mary led the sales, marketing, and client services efforts at DoubleClick, Microsoft and Level 3 Communications. She can be reached at firstname.lastname@example.org.