Today, companies have many more outlets to reach potential customers than ever before. Television, radio, newspapers, magazines, social media, blogs, websites and mobile devices are some of the many channels companies use. Email marketing is nothing new, but when done correctly, your business can skyrocket.
Your goal for mounting a successful email marketing campaign is to build on your existing customers' trust. Here are two ways to accomplish that:
- Don't send them sales oriented emails all the time. Instead, send them helpful information and advice. Promotion should be carried on in small doses, with a maximum of 10 percent sales orientation and 90 percent helpful information. The last thing you want them to do is unsubscribe.
- Speaking of unsubscribing, please remember to give them that option. Refusing to add an easy-to-find "unsubscribe" link makes the customer feel trapped. And, your email may be blocked because of it.
The Main Ingredient Is Your Email List
Place your "Subscribe" information on your blog, social media, website, business card, landing page, confirmation/thank you page, or as a QR code. Once they sign up. that information is part of your list.
The Next Step Is Design
- Keep the design simple and elegant.
- Keep it looking presentable, even on mobile devices.
- Fonts should be easy to read.
- The message should be easy to understand.
- Quality images make email designs stand out, but make sure they're small-ish so they don't take too long to load.
- Your color scheme should go with your fonts and images.
- It's a good idea to use your existing company colors in the email.
- Finally, make each email personal, since one subscription template won't fit every customer.
The Last One Is Time Commitment
How often will you email your customers? It should be a maximum of once each week, though once every two weeks or once a month is even better since you won't be flooding their inbox.
- Be sure to leave enough time between emails for them to let your information soak in before the next one arrives.
- Be sure to allow them time to respond if your email requires a response.
- Keep up this pattern and loyal customers will come to expect this. Don't overdo it. Sending emails too frequently will drive people away.
Effective and inexpensive, email marketing is the easiest and fastest way to send information to current customers and develop new ones.