This is the first part of a 5 part series on email marketing with Microsoft Dynamics CRM 2011 and the popular eCampaign solution from MyCRM
As you may know, most people now spend more time reading their emails and interacting with email either from their desk or mobile device than they do surfing the web. Email is one of the most powerful mediums that you can use to enhance product awareness and target potential customers and prospects. Here we have defined 10 steps to improve email marketing with Microsoft Dynamics CRM to increase viability of campaigns and product awareness.
1. Avoid getting caught in the spam filters
It is a known fact that the majority of large Internet service providers and email providers/ organisations now use rigorous spam protection mechanisms to trap unsolicited email before it gets into your prospects and customers inboxes. Spam filters generally “rank” each email by a number of different criteria, and, if that email rates above a certain level (such as 10 spam points), then it is flagged as spam and deleted. To make sure your emails don’t get flagged as spam - and deleted before they even get to your intended audience - try to avoid using words such as ‘Free’, ‘$$$’, ‘Save’, ‘Discount’, in, Job, etc. in both the subject line and the content of your email This will help with the delivery of your message, but Spam filtering is an increasing science so diligence in the design of content is very relevant.
2. Maximising click-thru rates
It is extremely important to get your message right and make sure collateral for you email campaign is easy to understand. Much market research has been done and analysis has shown that end users and consumers prefer easy to read layouts with effective head line text. URLS that are included into email templates should be available through direct text links as well as buttons. The inclusion of a blue bold text link CLICK HERE is likely to have a greater response of click through than a button or a strategically placed graphic.
3. Opt for personalisation
Within Microsoft Dynamics CRM personalisation of emails is part of core product, sometimes referred to as data slugs. Using a solution like Dynamics CRM you are likely to have a greater return and higher interest rate. Take the following example. If you were standing in a crowded room, which one of these would get your attention? “HEY, YOU!” or “HEY Sue” (assuming your name is Sue). By opting for personalisation of outbound email to named contacts research shows that you can receive up to 650% more clicks on your email message Why? Putting things simply, it’s because your prospects and customers feel like they already have a relationship with you as you’ve addressed them by their first name.
4. Easy unsubscribe process
By using a combination of Microsoft Dynamics CRM and MyCRM’s eCampaign module tailored unsubscribe is built in allowing your end prospects and customers to easily unsubscribe from email messages and marketing lists.
5. When is the best time to send the campaign?
Research and studies have shown that the best day to perform an email marketing campaign to your targeted marketing list is either Tuesday or Wednesday when people are more receptive to communication. This means that they are more likely to read your content and click on links, meaning
more response and return leading to great potential sales. On Mondays, you will find and research has proven, that people at work will be catching up or recovering from the weekend. We have tested this method ourselves after taking advice and found that Tuesday and Wednesday after lunch, post 1pm and before 4pm, are the best times to communicate with prospects and customers.
6. Repeat email campaign
Sending regular weekly emails for the purpose of product placement and direct selling can have a negative response from prospects and customers. Remember to schedule a campaign and send the follow up campaign 2 or 3 weeks after the first, preferably at the same time on the same day of the week.
7. Consistency is key
If you’re running a newsletter or frequent email publication, make sure you keep the look and feel consistent from issue to issue. By keeping the look and feel consistent you help to maintain and strengthen your brand and your image to your subscribers. This will make it easier to close sales when you need to. Create a template for your newsletter or eshots and whenever you need to create a new issue or send out a new campaign, use that template as the basis for each campaign or issue.
8. The 5 second subject line
It is a known fact that when sending email marketing or newsletters you only have about 5 seconds to catch the attention of the end recipient or subscriber as it hits there inbox. You generally have about 5 seconds to catch there attention with the subject line of your email. After this, they will either delete your email or ignore it. As a tip in your subject line, try and specify a benefit that the subscriber can expect by reading your email. For example, instead of using Newsletter Issue 274, use ‘Newsletter: <include a name for the feature in your email> like ‘10 Tips for Email Marketing success’.
9. The preview pane
A number of email clients such as Microsoft Outlook show a preview of an email when it’s selected in your inbox. Always have some interesting content at the very top of your email, as this is the part that will show in the preview window of your subscribers email program. Also try not to have too many graphics at the top and have text content as if the end recipient or subscriber has to download images to see what the email is about they are more likely to ignore it or delete it. If you can capture people’s interest in the first 30 seconds they are likely to read all the content in the email that has been sent.
10. Always close by signing off
A very important ending point is to include a signature at the bottom of your emails as it’s one of the easiest ways to attract more traffic to your website. This signature should include your personal details, your web address, your company details and an unsubscribe link. Links should include email, company website and can also include 3rd party popular links like Linked In which may hold a professional profile.
To find out how you can make your Microsoft Dynamics CRM 2011 solution an effective email marketing tool click here
Or contact our sales tem email@example.com