Email Marketing Facts And Suggestions


Email marketing is, like social media marketing, one of the key tools in your arsenal for running a business today. Communicating with your existing and potential customers by e-mail is an affordable, quick way to increase product awareness and direct sales. It simply cannot be ignored.

Anyone visiting your website and actively signing up to alerts must be a valuable addition to your database. They’re opting in to receiving updates about your business; its products and services. Customers who’ve bought products and give you an email address are targets to communicate with via e-mail. There exist, however, firm rules on sending emails to people whose connection to you is tenuous.

Collecting people’s electronic addresses is very critical. Smaller firms in particular can overlook the importance of harvesting these details. Dedicate a small area of every website page to sign ups: with incentives to join like prize draws. Instruct all who make outbound or receive outbound calls to ask for contact addresses.

To avoid being classified as spam, or even being prosecuted, needs knowledge of the law. You can contact unsolicited prospects as many as three times, but must give them the option to not receive further contact. Buying in cold contact lists isn’t just costly, it returns worse results than contacting ‘warm’ prospects with whom you already have some relationship. Gather these – every sales enquiry, each ‘Like’ on Facebook – to build a customer base for this form of marketing who are really interested in your offering.

The design of your mail can avoid it being classed as spam, languishing in spam folders and getting you blocked. Avoid blatantly ‘salesy’ titles. Develop both full html and plain text versions of your message. And don’t cram them full of Flash and animation. Send the message from a believable address, avoiding ‘sales@’ type names. You’ll get taken seriously and be less likely to be deemed trash. Remember to include opt-out clauses, so they don’t get your mail if they don’t want it. It’s not only courtesy – it’s the law.

The frequency with which you send emails for marketing purposes is also key to success. Don’t be tempted to bombard your clients with daily updates if there is nothing new to say. A well-crafted message sent every fortnight or month, with something genuinely interesting to report, with genuine special offers, will get a a much greater response than a bland e-mail sent more regularly. Consumers today are media savvy with lower tolerance levels. Make your message impactful and useful.

Sending targeted, interesting and personalized emails increases response rates and click throughs to your site from an industry standard of 2% to over 20%. Don’t forget to track your campaign success. Don’t just look at sales spikes straight after a message is sent out, but also click throughs and bouncebacks. Deal with bouncebacks, attempting to correct email addresses then delete addresses that just didn’t work.

Analytics software such as Google Analytics, which is free, will help you monitor traffic on an day by day, hour by hour basis. If you create a bespoke landing page from each email marketing campaign, you can see exactly how successful it was – only the people who received the email will click through to this landing page, not available elsewhere. It’s like a response code of old.

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