Email Marketing - How to do it Right.
Email Marketing, are you doing it right? Here are some points to help you review.
Build an Organic List – When sending out emails it is important to understand who your audience is, what they expect, and how you are going to connect with them. You can always get lists to send mass emails, but an organic list is where the real interaction is. All you are going to do by sending an unsolicited email to random email IDs is turn off most of the people you were hoping to turn into customers. Making sure that people are interested in receiving your emails is the key to successful email marketing. Whether through your website, in your store, or at an event, make it clear that customers are opting in to receiving your emails. So try to build your own organic list of loyal and happy customers that want to receive your emails.
Follow Core Rules – As an Email marketer, it is important to follow certain laws, spoken or unspoken as they may be. First, do not makeup tag lines or titles that are deceptive and misleading. It is clickbait and all it does is create hype in the minds of potential clients and then disappoint them. Make sure your taglines are catchy and your content is proof worthy. Second, provide your potential and existing customers clear ways of unsubscribing from your emails. This helps them to see your company's transparency and the value of their choice. Third, always include brand or company name, address, and location on every email. If you want your potential clients to perceive you as a legit business, this is where it starts. No designation, loss of contact details, no location, make your company seem shifty and untrustworthy. If you find yourself slacking on one or more of these it may be time to refresh.
Mix Up Your Messages – Try not sending the same generic and repetitive sales messages to your list like a spam account that only wants the customer to take some sort of action for profit. Instead, use your emails to build a rapport with your clients and send them insightful and thought-provoking messages that will lead them to want to connect with your brand and share it with others. Let them know more about your company through your emails. Remember to change up between humorous, serious, sales, or sign-up messages so that you provide content that appeals to different customers on your list.
Respect Your List – If you are lucky enough to have a responsive list of people subscribed to you then it goes without saying that you must respect and treat them well. The people that are sharing information with you have trusted you with this data and that is something valuable. Do not sell sensitive information or use their information unduly. This is your chance of converting them into fans and even advocates for your brand. Treat them likewise. If you are able to garner birthdays, anniversaries, etc. use it to send thoughtful wishes and offers that will attract your listed customers and show them the personal touch your company holds. Similarly, respond to queries and any feedback offered by customers within a working week or send an acknowledgment to let them know that their message is seen and that you will get back soon.
Follow a Schedule – Sending out newsletters to your subscribers on a particular day of the week or month is a good way of letting your subscribers know what to expect from you and when to expect it. It makes them ready and even excited and they will begin to look forward to such emails. Follow a steady pattern, make sure to add a call to action point so that your customers understand your direction and purpose of the email.
Optimize for Mobile – Ensure that the emails you work hard on creating reach your subscribers and perform equally well on both desktop and mobile devices. If your email does not display correctly on mobile platforms, half of your audience is going to think you don't know how to properly craft an email. So make sure that you check the functionality of the emails you create on desktops and mobiles before you send them.
When done right email marketing is an effective way of growing a customer base. Build an organic list, create a connection, do not be misleading, respect your list, and follow a steady schedule, you are sure to find your strategies achieving the results you desire.
We hope you found these tips helpful, if you did, let us know or even better send us an email.
Ruth is the Content Writer & Media Executive at Social Donut 101 based in India.
She is a writing, design, and pizza enthusiast and has a hard time resisting cake.