Details for a fruitful database

My Quick Tip business newsletter (Successis.co.nz) is one of the longest-running in New Zealand.

It started in 1999, and I rarely get people unsubscribing. I thought I'd share my experience and outline, over the next few weeks, what I believe are the five vital components of a successful marketing email.

1.Database

2.Content

3.Technical setup/design

4.Distribution

5.Response management

Each component has a significant bearing on how well received (or received at all) your email will be, and if any action required will be taken by your recipient. Here are two important database tips. We'll follow up with the others in the coming weeks.

Database

1.Targeted is best.

You must ensure your email is relevant to your recipient. If you are promoting something in New Zealand, exclude emailing the contacts on your list who are outside the country. Why? You might sacrifice a few sales in the short term. Longer term you'll preserve the goldmine you've worked so hard to acquire. That's the trilogy of your marketing database - your permission to email those on it and getting them to read your email.

In this day of extreme information overload, it's vital to be relevant in your targeting.

This is why one of my top recommendations is to always get as much information as you can into your marketing database.

This leads us to point two, when your email is a selling one.

2.Don't try to sell the same thing to the same people too many times.

Your first use of the database for a specific offer will get the gold medal. Your second email on the same subject turns up a few more, a silver medal. Notice bronze is omitted? Your third run is a wipeout - little take-up and lots of unsubscribes.

My advice - if possible, don't be greedy and skip the third email.

Conquer Your Email Overload
by Debbie Mayo-Smith,
Penguin, $34.99