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The target of your email campaign can be stored SQL query , imported bul
email list or anywhere else
The data from your database or MS Excel file can be merged with email
template.
The highest level in e-mail customisation can be achieved using build-in script
abilities
Please read several useful advices about bulk email marketing:
Common Mistakes in Bulk Email Marketing (at
Lencom.com from
grokdotcom).
1. The desire for instant gratification
Launching an bulk email campaign is like trying get your car rolling from a dead
stop. You think you're going to manage it all in one push? Nope. It takes time
to work up some momentum. And before you achieve a decent speed, you're gonna
start wondering if you are even up to the task. Be patient!
Studies have proved the only variable that influences the success of any
campaign is the power of your message. So make sure you are saying the right
thing. "Uncover the story that is uniquely yours; focus your campaign; commit
to your message."i And be prepared to give it time.
Once you get your momentum, it will be hard to stop it! Sure, along the way
you're gonna have to give the occasional push, but with the momentum
established, the job becomes much easier.
2. Attempting to reach more people than the budget will allow
This is the reach versus frequency issue. Let's say you are going to buy
inventory or place an ad in an email newsletter. You can afford to make 100,000
impressions. Do you go for 10 placements in one newsletter that goes out to
10,000 people, or do you opt for one placement that goes out to 100,000 people?
Same number of impressions, but the first option exposes fewer viewers to
multiple impressions.
Think about it this way: Would you rather reach 100% of the people and convince
them 10% of the way of them, or reach 10% of the people and convince all of
them all the way? When it comes to maximizing your email marketing efforts,
this is a useful analogy: Your message is the nail, repetition is the hammer,
and a block of wood is the customer. If the nail is sharp and you hammer
effectively, you will pierce through the wood and clinch the customer.
3. Assuming the business owner knows best When it comes to stuff in which you
have a huge personal investment (your kids, your homes, your businesses), you
risk losing your objectivity. Hey, it's a human thing. Too much knowledge about
your company and what you offer leads you to answer questions nobody is asking.
When you're inside the bottle, it's hard to read the label. But that's also
when you risk pushing your own interests at the expense of your customers'
interests. Sometimes it helps to bring in an objective outsider to give you
some perspective.
4. Unsubstantiated claims Folks make claims all the time that miss targeting
their customers' needs and simply wind up turning them off. Specifics about
yourself, your way of doing business and your products are far more persuasive
and cut to the chase far more effectively than generalities. So get credibly
specific!!
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