When it comes to email marketing the old adage of being at the right place at the right time is the key to success. Having contact details of existing or potential customers is worth its weight in gold. People have trusted you with this information so don’t misuse it. We’re not only talking about the obvious forms of misuse, but also squandering your opportunity by sending them information they have no interest in.
When you decide that you want to use email marketing as part of the marketing mix make sure you consider these 5 points:
Know Your Audience
You may have 1000’s of email addresses on your database but that doesn’t mean they all want to receive the info you’re about to send. Segment your database by their needs, knowing the sub sections of your audience will enable you to target your contacts more effectively and offer true value to your customers.
Grab Their Attention
We have all hit the delete button after reading an email’s title alone, so choose yours carefully. The best way to see what works for you is to test different titles and measure the response. By doing this it allows you to understand your audience better the next time, and we all want to improve on our last campaign.
Get Your Timing Right
Knowing when to send something out to your customer base brings us back to the “right time”. Think carefully about this before you hit the send button, have you been bombarding them with emails recently? Can you handle a follow up once the statistics come back? Can you deal with any queries that may come once you send it?
Remember, Less Is More
No one wants to read “war and peace” in their inbox, think of what comes through to you on a daily basis, would you read a long winded post? Probably not. Therefore keep it short, sweet and to the point. The key is making sure that the content is related to your customers.
What is your call to action? Make it clear to the reader what they need to do next, is it to click for more information, or perhaps to call and speak to someone? This is what will lead to the conversion.
We hear you, it’s not rocket science but you would be surprised by the number of companies that are still hitting people with emails that are of no use to them, just take a look at your inbox. In the end we become tired of receiving junk and unsubscribe. Don’t let your customers do that to you.
Email marketing is widely regarded as one of the most effective forms of marketing, which can give you intimate access to your customers and establish brand loyalty. But only if done correctly.
If you want some help with your email marketing, drop us an email at firstname.lastname@example.org