Nothing keeps you from clicking “select all, delete,” faster than opening your email to and inbox littered with spammy subject lines, desperately competing for your attention, time, and, ultimately, your wallet. We’ve all had the experience. Unfortunately these potentially interesting emails are victims of bad email marketing strategy. As an entrepreneur it’s important to learn from the mistakes of these bad emails to avoid incorporating generic material into your own strategy. Poor email marketing can tarnish a new business’ brand but by following a few cardinal rules of effective email communication your campaign efforts can avoid the trash folder and generate clicks, customer loyalty and sales for your business.
Track Email Metrics
Most email marketing service providers offer user friendly tracking features that save data directly to the smtp server. Look at what people are opening and clicking on and analyze it. Look at themes, wording, email format, word count and image and call to action locations. Reuse what works and throw out what doesn’t. A major benefit of email marketing is the simultaneous collection of customer data. Taking advantage of this can help you better understand your market and decide what tactics work and should be used in the future. Be sure your utilizing a metrics feature with your service provider, conducting research and solving problems.
An appropriately segmented and consistently updated email list is the backbone to a successful email marketing campaign. Organize email lists to your advantage to alleviate work flow. Organizing customers by demographic and buying patterns is one great way to segment lists. If you are sending out a B2C newsletter targeted only at existing customers you can add all desired contacts in one click with an “existing client” list. Similarly, if you are a business selling product X, a hot item for moms, you can send out automated emails to a demographic of men 18-49 prior to mother’s day simply with an appropriate list targeted at that specific demographic.
To acquire customer emails, your company website is a great place to start and to build an opt-in form. Add a plugin on your home and about page. Offer an incentive like an instant discount with an email sign-up and long-term special offers. Many email marketing service providers offer a direct plug-in that can be easily built into any website. Routine upkeep is essential for email marketing success. Regularly update lists as customers come and go and as demographics change.
Make the Message Clear, Genuine, to the Point
Make subject lines stand out, suggests Business2BusinessCommunity.com. Make a reader want to click, but at the same timeclearly tell the customer what the email is about. Take into account the types of emails from businesses you read. Make emails as personal as possible. Most automation tools have formats that can place the email recipients name in the message. Instead of reading “dear valued customer,” it can say “dear Jill.” Keep messages clear and brief, most people do not spend a lot of time reading emails. Format your emails so that the message is conveyed in seconds, and make CTA’s visible and clickable.
Written by Brian Foster