Today, many companies are looking for a way to the client’s heart through e-mail marketing. In principle, in this sphere there is always something to work on, there is something to praise the senders of letters, there is something to blame for. It happens that not from the evil in the e-mail newsletters can be found typical errors, we all attack the same rake.
The other problem is that the bulk of people make their opinion about what a newsletter is and how it should be conducted on inconsistent data, rumors, gossips and superstitions. Therefore, very often the most effective weapon of advertising starts to work against the product owner…
Here we are going to reveal the main rules for the competent management of your mailing lists and the effective achievement of any goals you set.
Rule 1: Own will
Every day, the technical support of email-messaging services gets the question: “Do you provide databases for e-mail marketing?”. People do not even think that this will not help, but rather will harm their dispatch and may worsen the attitude towards the company. Think for yourself, would you give up your clean, hard-won database for someone else’s e-mail list? The newsletter recipient has the only one way to appear in your e-mail list – exclusively by his own consent and will! He must subscribe on his own and, importantly, CONFIRM this subscription himself. These two actions in the mind of the subscriber leave a sufficient trace, so that later he will not be unpleasantly surprised.
Rule 2: Frequency
A lot of website owners assume that it is obligatory to notify their subscribers on a daily basis. But sooner or later, all your e-mail list will turn into spam, and you definitely will not increase sales, but, most likely, only get negative feedback from customers and unsubscribe notifications.
It is important to follow the initial frequency stated in the newsletters and send something that will be of interest to the client. Letters can be sent:
– Often (every day, it can get boring);
– Rarely (once a month and less often, you may be forgotten);
– Irregularly (both taken together).
Rule 3: Interest
You create and publish the newsletter first of all not for yourself, but for future subscribers, therefore the information in the e-mail list should be oriented not to your selfish needs, but primarily to meet the needs of your subscribers in quality advice, useful and free information on the topic. Of course, you should not forget about yourself, starting from the sphere of your interests, abilities and creativity, but all this should be sharpened to solve real problems and meet the needs of subscribers of your mailing list. This is the only way you will be appreciated and trusted.
Automatic letters attached to any action – a great way to increase sales and make an unobtrusive offer at the time of purchase.
For example, if a customer buys household appliances, you may need installation services.
Rule 4: No advertisements
The e-mail list is not for advertising products and services. Yes, there can be advertisements, and, of course, there is a place for advertising and mutually beneficial exchange in the e-mail list… But to send pure advertisement to your subscribers is the shortest way to lose them quickly and cause a wave of discontent. Today only few people subscribe on advertising. People are tired of advertising, so give them 80% of useful and free material and no more than 20% of advertisements.
Rule 5: Well-written content
When writing a letter, it is important to think over the purpose for which it is compiled and what can be expected after reading it. And remember, no one except you will read the letter completely. Letters are read diagonally, if immediately from the letter the sense is not understood, they will proceed to the next.
Follow these 8 important keys for a well-written newsletter to create a great content:
- Be Transparent
- Take a Branded Approach
- Write an Irresistible Subject Line
- Place Important Information First
- Use a Mobile-Friendly Layout
- Make Your Content Scannable
- Eliminate Any Errors
- Don’t Neglect the Footer
Bonus: For a person there is no more pleasant treatment than by name. Collecting the contact database is important to ensure that the client specifies his name. Personalized letters will be more personal for the client and help build a trustful relationship.