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18 JULY 2011
Email Marketing can get fantastic results for marketing your business, your services and motivating people to visit your website. It creates a line of communication between yourself and the reader, and when executed well, creates loyalty, brand awareness and hopefully leads to continued business.
It's no surprise then that a lot of businesses are using this method of marketing. But how many are using it well? As our inboxes get fuller and our time is under more strain than ever, it is critical to get the formula right so that you are welcomed into your recipient's inbox and not viewed as annoying spam.
It's not difficult to create a monthly newsletter that is compelling and interesting to read, it's just that people often don't realise what their target market wants. Often it is just a case of ensuring that the content you are sending is valuable and worthwhile to the recipients. You also do need to have the reader's consent.
There are some simple rules and when followed correctly, you will have a very successful email marketing campaign:
GIVE THE READER GOOD CONTENT
Never forget the old saying "What's in it for Me", or in this case, the reader. Who wants to read a bunch of thinly-veiled ads. Give information rich content, provide special deals, have competitions, link to other informative sites, provide good images or video links... build up a strong relationship by giving and winning the reader's trust, appreciation and maybe one day, hopefully their business!
MAKE IT EASY TO SUBSCRIBE
Every page on your website should provide a very clear and quick to use form that enables the reader to know what they are signing up for, and how frequently they will receive it.
DO NOT SPAM
If the mail is invited, then it is spam. It doesn't matter if you think it's great information the reader should have, it's still spam if it is uninvited! To be sure that you aren't spamming, you need to have conducted business with the recipient in the past 2 years, or have met them and collected their contact details with the clear indication that they were happy to receive your correspondence. Another even better method is to have them tick a check box on marketing material that clearly shows they are happy to receive your email marketing, and then keep this documentation.
To abide by spam laws you must have consent to send your commercial email marketing messages. So it's not only law but it is also best practise, and the more targetted and consenting your list the better your results will be. The best way to avoid being reported as a spammer is to:
- Use a confirmed opt-in subscribe process on your website that ensures you have their permission.
- Let the recipient know why they are receiving your mail, and how you obtained their details in a clear location at the top of each email.
- Include a single-click unsubscribe link in every campaign you send. That way, the recipient will just easily unsubscribe and feel no need to report your correspondence as spam. If there is no unsubscribe link or instructions in your email you are breaching spam compliance laws. If you have this system automated, you do not run the risk of breaching these laws and greatly reduce being reported to ISP's and authorities.
INVEST IN AN E-NEWSLETTER CAMPAIGN SYSTEM
There are many good programs around these days that are designed and customised to suit your branding and link back to your website, and then you are able to edit and use them as much as you like for a very small send out fee, based on the number of people you are sending to. If you are a client of ours, you will already be receiving our e-newsletter, and you will see what is possible and how closely it can replicate your branding.
Businesses that still rely on pdf attachments as email marketing are just greatly reducing their chances of having it read. Most people are cautious of attachments and will not open them unless they are 100% sure of the sender, mainly because of the real fear of a computer virus. Also, a PDF requires an additional step to be taken by the recipient, and it's just one more reason why not to read your newsletter.
Probably the most important thing to remember is to not abuse the relationship with constant advertising and meaningless information. A campaign once a month is traditionally acceptable, or perhaps weekly giveaway tips on a smaller scale... Just remember to keep it informative and loaded with useful information to make it relevant and memorable.
A MESSAGE FROM US
Are you missing opportunities with your marketing because you don't have time? You have the database, you have the content in raw format and the desire to communicate with your target market, but you just don't have the time to do it? Let Divine Creative Design help you with an ongoing service to write your articles, update your website and create your e-newsletters campaigns and send them out either montly or bi-monthly. Contact us to find out more.
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