dcm design News March 2008 | Vol 5
This month's newsletter
- Email Marketing vs. SPAM
- Tip of the month: Avoid getting stagnant
- Inspiration: The Daily Monster
Email Marketing vs. SPAM
There are many issues for email marketers such as anti-SPAM compliance, single & double-opt in methods, text vs. HTML formats, frequency of sending emails, white listing, black lists, and content. In order to increase your success for email delivery and not get tagged as SPAM, the guys from Infusion software have put together a checklist.
- Send Highly Relevant and Valuable Emails — Every email should include something of value to the recipient
- Ask To Be Placed In Your Subscriber’s Address Book Or Safe Senders List — the e-mail client (Outlook, Gmail, Hotmail, Yahoo, etc.), has built-in filtering and can put the kibosh on your email. To jump through this final hurdle, it’s important to get your email recipients to add your email address or sending domain to their address book or ‘safe senders’ list
- Set Frequency And Content Expectations — Did you promise valuable, informational content, but continue to send only product pitches? Did you promise a monthly newsletter, but send weekly promotions? Nothing can trigger subscriber dissatisfaction like continued emails that do not meet subscriber expectations in terms of content or frequency. A recent study shows that 65% of men and 56% of women define spam as “email from a company that I have done business with that comes too often.” Wow!
- Avoid ‘Spammy’ Words And Phrases — Mentioned in a previous newsletter
- Segmentation And Personalization — The emails that resonate most, through personalized subject lines, offers, articles, products showcased and follow-up emails based on recipient activity, will be the clear winners
- Optimize The Beginning of The Relationship —Engage your new subscribers immediately with an organized program that includes a welcome message sent out upon confirmation, followed by the current newsletter or promotion, and emails offering a set of best-of newsletter articles or an email-exclusive offer just for newcomers. Lastly, make sure you manage subscribers’ expectations from the start by adequately explaining the email program’s value proposition, frequency, type of content and privacy policies
- Get And Confirm Permission — Receiving permission from your subscribers is the crux of a successful email-marketing program. Capturing an opt-in and confirming it with a follow-up email is the best practice to ensure you only add recipients that want your email
- Focus On Metrics That Matter — What metrics matter most? How many e-mails were sent? Deliverability rate? Open rate? Click rate? How about revenue per email? Think long and hard about what metric really matters – then focus on that metric like crazy to improve results!
- Promptly Remove Unsubscribers And Respond To Complaints — Make sure you have a valid reply address and that your unsubscribe process works!
- Test, Test, Test — An email strategy that worked for you or for a competitor six months ago might not work today. Companies need to test variables continuously including format, design, copy style, calls to action,
subject lines, personalization, segmentation, content, days/times to send, etc. Start with simple A/B split tests, and repeat the test at least a few times to verify results
Whether you're a heavy email marketer or just thinking about using email to market to prospects and customers, there are many companies offering this service, speak to us and we will be happy to point you in the right direction.
Tip of the month: Avoid getting stagnant
With computers enabling us (designers) to put out work at lightning speed the temptation is there to go with what you know and jump straight onto the computer. At the end of the day you are getting the work done but often the level of creativity is minimal and your sense of achievement non-existent. Our tendency to get comfortable with the familiar can have a negative impact on the work or product we deliver. Tips to help get back your creative juices:
- STEP AWAY FROM THE COMPUTER! Most of us are tied at the hip to our beloved 'puter', make sure you spend sometime in your workbook, doodling, playing being silly, this is where creativity breeds
- Visit and explore new places — A trip to the art gallery is an obvious inspiration but how about a trip to the planetarium or the zoo. Expand your horizons, broaden your internal database of visual stimuli. "He who cannot draw on three thousand years is living from hand to mouth" Goethe
- Change tools — Experiment with finding solutions to your design problems by limiting your choices, ie use paintbrush, pen, camera, airbrush, spray can. Design is about creating, so get creating
- Masters of Design — "He who resolves never to ransack any mind but his own ... will be obliged to imitate himself" All great artists, poets, designers will say they were influenced by someone or something, eg Kurt Schwitters said he owed his fascination with printed ephemera to Jan Tschichold. Salvador Dali declared the railway station at Perpignan the centre of the universe. Irving Penn reckoned that 'all designers, all photographers and all art directors whether they know it or not are students of Alexey Brodovitch. (excerpt from the art of looking sideway, phaidon)
The Daily Monster
WOW is all I can say check it out The Daily Monster
Till next time : )
Denise & Lesley