Digital Web Magazine

The web professional's online magazine of choice.

10 Tips For Your First Email Campaign : Comments

By Ben Chestnut

March 25, 2008

Comments

Aiyappa

March 26, 2008 1:44 AM

Any advice on how to put a content in place for a co-branded email activity, where you are telling customers of an existing brand about a new service that has been initiated and encouraging them to sign-up and use the service.

Ben Chestnut

March 26, 2008 3:53 AM

Aiyappa, excellent question, because so many people make mistakes with this type of campaign.

So you’ve got Company A right now, and you want to tell customers about your new Company B.

I’ll put on my “Abuse Desk Hat” first, and advise that you send your emails branded as Company A. So use Company A’s name and Company A’s reply-to address as you always have in the past, and talk about Company B inside the message. Link people to a signup form for Company B’s list. Too many people start creating emails as if Company B is sending messages, and recipients think Company A has sold their list. You wouldn’t believe how angry they get.

Now I’ll put on the “Marketing Guy” hat, and talk about what you can do to promote Company B.

We’ve found that incentives – free prizes and gifts – always help. The first 10 people who sign up for Company B, or buy stuff, get a t-shirt. Free whitepapers are really great incentives, if you have useful information to share. Promo codes work, too. Give a promo code at the Company B website when they signup. The promo code can be “COMPANYA” to sort of tie the 2 brands together.

One thing we do at MailChimp is we give out free gifts to our customers from other customers’ stores. We promote ourselves by promoting our customers.

If you’ve got a lot of loyal customers of Company A, you might create a survey (surveymonkey.com is great for this) and ask them to check out Company B and give feedback. Surveys are a great way to introduce a company w/out being too shameless about it. If you’ve got a technical crowd (programmers) you might share stories on your blog about developing Company B. If you’re in early stages of developing Company B, get your best customers from Company A to beta test Company B and share their advice.

Hope that’s helpful.

Andrew Handerson

March 26, 2008 8:24 AM

Actually, there are some other service provides such as PreviewMyEmail.com which also provides you API and access to take screen shots of your newsletter on different email clients. It’s cheaper than other options in my opinion. What do you think?

Cheers
AH

Andrew Handerson

March 26, 2008 8:26 AM

One thing I love at Mailchimp is the A|B split testing. I can compare two different campaigns sent to the same mail list on different days and I can see which day is the best to send emails. Nice work Ben.

anon

March 26, 2008 11:06 AM

Poor Digital Web has become nothing more than a ‘Marketing Web Site’ now – get back to writing about Web stuff please!!

mahalie

March 26, 2008 7:35 PM

@anon: Are you telling me you’ve never had to confront HTML email? It’s a big pain, I thought this article was great!

Matthew Pennell

March 26, 2008 11:50 PM

@anon: I’m sorry if you feel that our mix of JavaScript, APIs, business tips, PHP, IA, and design (and that’s just in the last two months!) makes us a “marketing” site now – we must try harder!

Shane

March 27, 2008 2:54 AM

Excellent article – I have saved this and look forward to using the 10 tips in the next email campaign I send.

RK

March 28, 2008 8:37 AM

Nice article on email marketing. I appreciate the tip on planning how to segment the market and getting more data from people upfront. I will definitely act on that.

hcabbos

March 31, 2008 3:11 PM

Ben, great article. It’s not really a typo but in your bullets, I think you meant to say:

Post the link on your website and blog.

Not:

Post the link to your website and blog.

Sorry, comments are closed.

Media Temple

via Ad Packs