By Rich Lewis at Burlington Press
As much as the mail boxes outside of our homes are full of mail, our email boxes are even worse. Email marketing is popular, it is relatively inexpensive and not that difficult to do. Just like any other form of marketing, in order to get noticed, it needs to stand out. Here are some basic ideas you should be implementing.
State the purpose of the email upfront. Keep your message short and direct while stating the main point at the start and in the subject line. Few people want to wade through a lot of copy to figure out what you are trying to say. They will end up editing your email with their delete key. Brevity is best. Also keep in mind those people who read emails on mobile devices Space is limited and your copy should be too.
Make sure your list is good. If you use an email list from a list vendor, don’t expect it to perform as well as a list you have generated yourself. Think of the unwanted emails you receive every day and picture your logo or brand there. Every list, no matter where it comes from, needs to be maintained and updated on a regular basis.
Plan your emails based on what your customers do. Analyze how customers react to what you send and modify what you do to increase results. If you send out multiple types of email, pay attention to who reacts to which email more. When someone wants to opt out of your list, provide a choice to continue receiving certain types of emails instead of just opting out completely. All of this helps you understand what your audience wants.
Consistency of design and content. Keep the design, color scheme and overall look of your emails consistent so the person receiving it gets accustomed to it. Simplicity is a must because the more complicated the design, the more apt your email will look different in different email programs.
Create a schedule. Hopefully, whoever you are emailing to will grow to expect your email. If your email schedule is done on a regular basis, once a week for example, your customer will begin to expect it. If you are regularly offering discounts and sales email on a certain day you will develop an awareness that “Saturday is Discount Day.”
Target your audience. If you are sending a variety of email types, don’t send all things to all people. It isn’t beneficial to send 10,000 emails to announce “members only event” if you only have 2000 members of your organization.
Less is more when it comes to frequency. How often you send email is a delicate balance between your need to get your message out and your customers’ and prospects’ desire to receive your message. It is easy to overdo it so err on the side of less is more.
Consider what kind of reaction you want. Your email, just like any other communication, should have a call to action. Give them a reason and a way to react to your email, but keep the choices limited to avoid confusion.
All of your email must be CAN-SPAM compliant. Never risk ruining your company or brand’s reputation by having your email communications considered spam. Every email you send must show who sent it with a postal address, a method of contact and a way to opt-out of your email list.
Email success comes from keeping your emails consistent in look and how often they are sent. Make them short and to the point with easy ways for someone to respond. Finally, make sure your list is accurate and keep analyzing your results to refine your message and increase your success rate.