Email marketing, when executed properly, is an extremely effective marketing tool. Above all else, you should make sure you produce valuable, compelling content – if people aren’t interested in what you have to say, they aren’t going to subscribe for future emails.
One thing to bear in mind before writing your content is getting past the spam blockers; junk filters are quick to block suspicious messages. This is why it’s important to avoid spammer’s language; words and phrases such as ‘FREE!’, ‘Buy now!’, ‘Congratulations’ and ‘Winner!’ should be avoided at all costs. Junk filters are quick to pick-up on this ‘salesy’ jargon and so are the public.
Your subject line is the shortest piece of content you need to write but also the most important; it needs to be intriguing enough to get your email opened but not too pushy to drive people away. Good subject lines will offer to solve a problem, describe a benefit or arouse curiosity; this should lead to a click through to the rest of your content. Using an editorial magazine style often helps when writing the subject line and ellipsis (“) at the end of a sentence always creates a sense on intrigue”
The main bulk of content in your email needs to be specific to your target reader; think about what your target reader would like to hear. Mistakes are often made when emails are written without with target audience in mind; the content is meant to build relationships with potential customers and make them feel like a pal. This part of the email must be concise and stick to the point, you don’t want the reader to lose their trail of thought and you want them to stay focused on one thing and one thing only – your service or product.
The layout of your content needs to be broken up by headlines, captions, bullet points or lists. Sub-heading and captions make text easier to read, and the reader can choose which sections to read at their leisure.
Including a link to your website somewhere in your email is brilliant way to increase traffic to your site and encourage readers to find out more. You could also link to an online form for readers to fill out for more information, keep the form short and sweet, readers don’t want to be spending more than a minute filling it out – you could also include a phone number for the same purposes.
It’s important to track your email once it has been sent; your subscribers will tell you what you are getting right and what you are doing wrong and it’s important to listen to their views. From this, you can improve your email for next time. Don’t be disheartened if your email campaign takes a while to get started, the feedback you receive is essential in making your email a success.
Sometimes the most profound new marketing strategies strike you at first as not new at all. Hey, I knew that already doesn’t disqualify something from dramatically changing your business.
Enter setting expectations. Or even more accurately, NOT not setting expectations.
Problem: When you install an enterprise software system, the vendor must convert all the user company’s data to conform to the new system. Meanwhile, the decision-makers at the user company start thinking, Wait a second, this new expensive software can’t even handle the data our crappy current software handles just fine. What are we getting ourselves into. And eveything about the installation after that seems to go a bit rockier. Everything is seen through what-are-we-getting-ourselves-into eyes.
Problem: When a landscaping contractor remodels your back yard, the place looks awful (all torn up) for about 80% of the time. During that time the homeowner starts to question whether the contractor knows what he’s doing.
Solution: Let me tell you how you’re going to feel throughout some of the project. I know it’s hard to imagine, but that’s just the way these projects work. Realistic expectations foster comfort and a comfortable prospect or customer is a much happier prospect or customer.
A Few HINTS & TIPS TO GROW YOUR EMAIL LIST
Sending out strategic email campaigns is a great way to improve customer loyalty and gain new customers. Your customers will appreciate all the special offers and benefits they will receive from the newsletters. So how do you get customers to sign up. Here are a few tips to improve opt-in rates for your email marketing list. You really shouldn’t rely on this. Even better than text, place a sign up graphic on nearly every page encouraging customers to sign up.
Be Trustworthy
Assure your customers that you will not sell their information to other advertisers. Email Marketing is a permission based service. But since there are so many types of email marketing campaigns you can send besides the usual sales or promotional push, keep reading and we’ll bet you’ll find your next type of email campaign.
The best Of or Our Favorite Products email
This simple email can be sent featuring a bunch of the best services or products that you’ve chosen. Even if you get a poor response, take the answers you have and create a customer favorites email campaign that highlights the services and products recipients find divine. Email discussion lists are great ways of communicating with people who have similar interests as the topic of your Newsletter. But with the recession projected to extend over the next few quarters, marketers are going to have to revaluate their business strategies; now more than ever the business environment is one of cutting marketing costs and increasing gains. There’s no space in consumer’s lives for untargeted, irrelevant emails anymore and neither should there be any room left in yours.
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