Email Marketing – 5 keys to Sell by Email.
Email marketing is less costly than most advertising methods. It is one of the easiest for local marketing budgets to handle. In the present competitive surroundings, the effectiveness of traditional advertising is decreasing at accelerated rate. While some companies, particularly the larger ones, are dedicated to compensate the loss of effectiveness with a greater presence in all areas. For those that do not have necessary the economic resources to participate in such waste have to fight using one or more a strategies and engaging techniques. Email marketing is a good solution for local internet marketing.
Email marketing has suffered much lately due to the bad practices exerted by the unscrupulous ones dedicated to the massive shipment of unwanted messages (Spam). Nevertheless, the experts have agreed on in an important point: as the internauts acquire a greater culture of Internet, it is easier to deliver good content to them through electronic mail especially when they look forward to seeing your message and ask to receive it. That is to say, the future of marketing by email continues to be promising, as long as we know to put limits to the messages we send.
1. Make sure your customers are prepared to receive your messages.
You do not send email marketing messages to those that do not want to receive it or those that will not benefit from your message. It is as simple as that. You will save legal problems, a bad image and, in addition, a pile of money in time. Take care secondly, that your advertising messages do not seem Spammy.
2. Personalize your messages.
Once again, this rule has two slopes. Firstly, whenever our resources allow us to do so, we would have to begin the messages by giving them a salutation with their name. In addition, the possibility fits of generating customized messages according to the preferences that the receiver expressed when subscribing to the mail list. This supposes that our Web site has to be designed exactly and taking advantage of all the possibilities on the internet.
Also, the personalization can be understood from another point of view. Our messages have to try to establish a bond of confidence with the receivers. Why to send simply a list of prices when we can approach them as a possible client as well, chat with him and make see how our new products him can help in its life or work him? The most effective messages are those than they are written in conversation tone, with commentaries about the excellent facts of the moment (attention: excellent for the receiver) and with the most personable style possible. That is to say, less announcement of company and more informal letter, although without going over board.
3. Choose the correct format.
Email marketing can be sent in simple text format or in HTML, as if they were a page Web. We suggest using a combination of both. Email marketing only has an open rate of 33%. That has to do with many factors that can be a whole lesson on. However, open rates have a lot to do with Subject Lines. Capturing their attention has to do with the content.
4. Pay Special attention to dates and hours.
Those that are dedicated to marketing to customers by email know the important thing that it is to choose the correct date to send a mailing. For example, the month of August and Christmas times are both worse moments of the year to send advertising letters for pizza coupons. However, they are very effective for jewelry stores, and flower shops. More and more people are beginning to read emails on their smart phones. So, pay attention that you are not sending emails in the middle of the night. Since, statistics show that more than 50% of smart phone users are within 7 feet of their phone 24 hours a day.
Also, many believe that neither the weekend nor Mondays are a good time for email marketing, because Mondays in the morning usually are an excess of pending subjects that they demand the attention of our receivers. Our messages run the risk of being read and superficially of being filed directly or sent to trash. On the other hand, Fridays seem to be the days in which the electronic mail in the office is read more. Perhaps for the domestic surroundings, we must invest the equation and center the shipment in the week ends. Nothing has as to find out how our market works exactly.
5. Have a goal and make it worth while to read.
Like all email marketing, the delivery of advertising by email has to have noticeable, precise, quantifiable and possible objectives. Email marketing can make many things possible: from directing visitors to our Web site to directly generate advertising benefits from the message. Or delivering coupons, discounts, surveys, and rewards. Send tips, thank yous, special event announcements and such. Be more involved in the community and announce things going on in the area. It may not have anything to do with driving in more customers… However, community participation usually gets rewarded. Plus, it keeps yo in front of them without seeming spammy.
As always, this list of advice and is not at all an exhaustive list of tips, but is a good base so that we begin to write messages for email marketing that is engaging and not disruptive to your customers.