The Five W’s of Email Marketing


1. Who are you marketing to?

Those you are marketing to are the revenue generators for your company. Marketing to the wrong crowd is almost as bad as not marketing at all. You must identify who, of the six billion people living on this earth, would be interested in your product and focus your attention and resources on this select group of consumers. Also, marketing to an email database that has been bought and sold a million times is not a productive way to spend your marketing dollars. Always make sure your database consists of fresh, permission based, opt-in data that has not been exhausted by bulk mailers.

2. What are you marketing?

Claiming to sell anything for free simply won’t work. If you are trying to lure consumers to your website with a claim like this is, think again. Not only will your email be reported as spam, it will be considered false advertising. Similarly, if you claim to know how to make an instant profit with the click of a button, you are questioning the intelligence of your audience. Why would anyone advertise such valuable information?

3. What does your email creative look like?

If you have a flashy product that will appeal to many people worldwide, why not showcase it? There are too many email creatives that simply don’t do the product justice. People are attracted by color, design, and aesthetically appealing advertisements that sell the product at a glance – not advertisements made up of black and white text that take time to read. Also, it is imperative that your email creative has a call to action – some sort of “click here” button for additional information. Don’t make it hard for your customers to attain the information they need to make an immediate purchase.

4. Where does your email creative take your customers?

Your landing page is just as important as your email creative. The email creative is an eye-catching tool to direct your consumers to your website. The landing page is where you make your sale. If your email creative links directly to a “sign up” screen, consumers may be hesitant to fill in their personal information without further researching your product. Once a potential customer opens your email and clicks on a link, you can be rest assured that you’ve already peaked their interest. Now, it is a matter of educating your consumer about the product with key selling features before making the sale.

5. When is your campaign set to deploy?

Anticipating the state of mind of your customers is a strategy that is often overlooked in email marketing. Scheduling an email campaign that advertises a more efficient way to do your taxes at 4PM on a Friday afternoon is a recipe for disaster. You will never see an inbox message be sent to the “deleted items” folder quicker. Also, sending it Monday morning will generate nearly the same result. When business professionals are flooded with emails on Monday morning, it is unrealistic to believe that your message will get the attention it deserves. A little target market research may be involved to determine when your email recipients are likely going to pay attention.

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