Every marketing survey I have seen says that legitimate, targeted e-mail really works. From Web sites like www.targetmarketingmag.com, you can wind your way through channels of feedback, information, tips and techniques. Successful e-mail marketing breaks down into three major tasks: managing the e-mail database, creative copy and content and analyzing response.

Success in e-mail marketing is directly related to the relevancy of your message to the client. A targeted list is essential for freelancers. When using qualified lists, e-mail “blasting” is unnecessary. The more targeted the list, the more response you will receive. Successful e-mail for freelancers (also called business-to-business) is about quality, not quantity. Then, based upon your results, you should start segmenting the lists into tighter and smaller groupings to send different, even more focused, messages.

Design your e-mail with an image, a message and relevant content. “Relevant content” is information that the recipient can really use. Utilize copy from your own Web site and seek third-party information (with permission) to add material. Professional associations, industry meetings, industry authors and conferences pertaining to your freelance services are excellent resources to explore. On the subject of design, templates are available for anyone not well-versed in HTML that can help with composing a more professional looking e-mail without difficulty. Remember to keep your e-mails less than 50k in size, and most importantly, do not attach files. Review the regulations in the CAN-SPAM Act at www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm for guidelines, including what to avoid in subject lines, acceptable content and more design aspects of effective e-mail campaigns.

The analysis of your e-mail marketing can be handled by software, that you can use to determine deliverability, open, click-through and unsubscribe rates. However, you must make good use of this information or your goals may not be attained. Making changes based on feedback is essential, if you expect to see positive results. The frequency of your e-mail marketing will depend on your targeted audience. Ask yourself the determining question: How often are your clients in the market for your services?

Working with an e-mail service provider (ESP) can automate much of this process for you. I would like to thank Suzanne Norman, director of community relations at Emma® (www.myemma.com) for her assistance and for referring me to creative professionals willing to share their knowledge and experience.

How are you using e-mail for marketing and branding?
Photographer Meg Baisden (www.megphoto.com) says, “We use the graphic designers on staff at Emma to discuss the individual style we seek, and to help us establish a consistent presentation for our e-mailings. Our goal is to oVer new products and create a drive-to-blog marketing strategy.”

Creative director Joel Anderson (www.andersondesigngroup.com) explains, “Our main goal is branding. So it makes sense that we play up our own brand, while maintaining close contact with our clients and friends. We tailor e-mails to promote the two facets of our business. One is Anderson Design Group, our full-service business-to-business design firm. The other is Vintage Art Studios, our consumer products company. We target the B2B clients by genre. For example, record companies and book publishers receive our hip stuff, while our corporate clients get our more traditional e-mails and our Vintage Art Studios customers receive e-mails that showcase the latest art prints and gifts.”

Norman sums up, “Obviously, sending an e-mail can communicate much more than just written information. It’s another means of showing your individual personality and style. That is especially pertinent for professionals who make a living in the creative arts field. After all, if the medium is the message, it’s important to find ways to connect with your customers that will allow them to see your creativity and style in action. That is essentially the definition of branding.”