When done correctly, email marketing can be incredibly effective. Even in today’s instantly connected world full of status updates and shared photos all across social media, email marketing still has its place. If you have had email marketing campaign services recommended to you, here’s what you should know about marketing to clients via email:
First and foremost, email marketing can be very personal, or very impersonal. Getting your email into someone’s inbox is a relatively easy feat, but if you want to get that email opened and viewed, you’ll want to take the personal route. Otherwise, your correspondence simply becomes another newsletter, or worse yet, another email snagged by your recipient’s spam filter. So, how do you get personal? First, make sure you’re invited – do this by emailing only those people who have subscribed, and never sending out cold-emails (or purchasing email lists).
Commercial emails are certainly acceptable, as companies email their customers and prospects all of the time, but here’s how to get that personal touch:
Address your recipients by name. Even though this is accomplished relatively easily (via email templates that pull your recipients’ information from a database), it still feels personal when you’re on the receiving end of such an email.
Acknowledge the current season. Mention the weather, upcoming national holidays, big events in the world (such as the presidential debate), etc.
Offer coupons – you can never go wrong with offering a money-saving opportunity!
Make it relevant: if possible, do targeted email marketing in which you’re emailing relevant content to relevant recipients.
Finally, some common-sense tips for your email marketing campaigns:
- Double and triple check spelling and grammar; also look for mistakes with commonly mixed-up words (such as their and there; then and than; and and an; etc.).
- Don’t email more frequently than once per week.
- Invite feedback – and read all of it. Negative feedback can be hard to look at, but it’s worth reading, since you never know what nuggets of useful information may be hidden in the criticisms.
- Include easy instructions for unsubscribing.