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Getting Ready
Once you've decided to include email marketing in your direct response marketing campaign, there are a few things you will need to pull together. Getting ready for your e-mail marketing campaign includes conceptualizing and executing the creative, securing your lists and establishing a landing page.Creative
Chances are you'll want to take advantage of e-mail's ability to use HTML and the Internet to deliver graphics with your message. These can include photos, logos and other images, and can be designed around a creative concept.A large firm like Cornerstone has the resources to assist in the concept, development and design of your e-mail. When preparing an HTML or graphical e-mail, you must have a way to host its images on the Internet. Fortunately, firms like Cornerstone are able to do that for you, making hosting images and other back-end considerations convenient and easy.
Even when preparing an HTML message, you should always have a text-format message for those on your list who can't support HTML. Broadcast systems, like those at Cornerstone, send text and HTML at the same time, and default to HTML when it's supported.
Lists
When you work with a list broker such as Cornerstone, it will recommend the list or combination of lists that are most appropriate for your target. When combining lists, it's also important to work with a firm that has the resources to perform a suppression and other data-enhancement techniques. In fact, even when working with your own customer list, you'll want to employ the kinds of data-enhancement techniques that Cornerstone can offer.When renting e-mail lists, you never actually handle them. Most lists are sent out by either the list owners or the appointed list managers.
Landing Page
Recipients click through to purchase, sign up or learn more about your offer. As a result, your creative needs to include a link to your landing page. Even more important, you need to establish a landing page to accommodate recipients who click through.Remember to include your privacy policy on your landing page, and to make it readily available for visitors to access and read.
Refresh yourself on privacy laws by visiting the website of the Office of the Privacy Commissioner of Canada at www.privcom.gc.ca or get a specific e-mail marketing review at Industry Canada's website at e-com.ic.gc.ca.
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