Is email a central part of your business’ marketing strategy? If it isn’t, there’s no doubt that you’re missing out on one of the absolute most effective forms of marketing out there. If you want to reach a wide audience of potential customers for very little cost, email is the way.
To start, you need to have permission to send email to your target audience. In Canada, there is anti-spam legislation which makes it illegal to send an email marketing message without permission. So start by asking permission so you don’t make a bad impression or get targeted for being a spammer. The potential consequences of sending unsolicited email marketing messages, your message might just get trapped in the spam filter, or you could even be blacklisted by ISPs (internet service providers).
Easier said than done, right? Well, if you want people to opt-in to receive your email marketing messages, you need to offer them an incentive. This will obviously vary based on your business. Common choices are to provide a discount on services or a coupon for a product. They can also enter into a contest for a prize, or you can offer a valuable product like white paper or e-book. They’re giving you access to their inbox, so you need to give them something of value in return.
People want to feel special and notice. Track birthdays, so you can send a follow-up email that includes a “Happy Birthday” message. Maybe include a special “birthday” discount for 20% off a service or even a free product. What better than bringing your company to the top of someone’s mind on their special day?
Successful email marketing doesn’t stop once you get a subscriber. You need to keep providing incentives. Give special incentives for longevity, like staying subscribed for a month or longer. You want customers to stay engaged with your marketing material and give them a reason to open the email each time instead of deleting the email or unsubscribing.
One handy tip is to treat every reader as if you’re in a relationship with them. Be kind and courtesy and connect with them as an individual. Welcome them in the first email. Give promises of future rewards, valuable content, insider tips etc. and then follow through in subsequent emails.
Your emails should be a lot more interesting than black and white text. Use colours, images, and fonts that reflect your branding, but are easy to read. If your content hurts the eyes or is hard to read, people will just click away – and maybe unsubscribe altogether. Be consistent with your emails, don’t come up with random templates each time.
The more you learn about email marketing, it becomes more and more obvious just how effective a marketing technique it can be. You’ll wonder why you waited so long once you start using email to promote your business.
Just remember the techniques and secret tips you have learned from this article, and your marketing campaign will definitely yield great results.