Top Ten Email Marketing Secrets: Part 5
A Five-Part Series on How to Use Email Marketing for Your Business
Part 5: The Rundown
Welcome to the final installment of our Five-Part Series on How to Use Email Marketing for Your Business. By now, you know the drill: We’ve covered personalized emails, social media, timing and frequency, automation, subject lines and creative content, and those dreaded email marketing pitfalls to avoid.
As our series winds to a close, we’ll do a little reflecting, as well as touching upon a few new points of email marketing interest.
Email Marketing: Back to Basics
Before you send any emails at all, whittle your list down to a targeted and segmented group of prospects. In other words, know your customers. That way, you’ll avoid the SPAM folder.
Now, if you know your customers, you know they’re busy. Keep initial emails tight—three to four sentences. Pique some interest, land some engagement, and then open up the conversation.
Again, your subscribers are busy. Sometimes a follow-up email is required. One effective follow-up strategy is to forward the original email, along with a brief message, such as, “Did you get a chance to look this over?”
Following the follow-up. Sometimes your subscribers are really busy. The important thing here is not to take it personally. Everybody—yourself included—gets bombarded with emails on a daily basis. Even some of the important ones (read: your company’s) go unnoticed. Following the follow-up is delicate business; tread lightly. The last thing you want to be is pushy.
Get personal. After you’ve gotten a response, research that prospect. The goal here is to give them exactly what they want, tailoring your services to meet their individual needs.
Show what you know. After you’ve done your homework, reach out to that prospect with a customized email detailing how your offering matches their needs. Keep it light.
Now you’re engaged in a two-way conversation. So, stick to concise and casual back-and-forth messages. Email marketing campaigns are meant to inform and engage. Don’t dump text- or information-heavy documents into your subscribers’ inboxes. Again, keep it light, literally and figuratively. Long emails blasted to huge lists see very little response rates. Period.
As with blog posts, frequency is key. An email marketing campaign is not a one-shot event. It’s an ongoing series to raise awareness of your brand’s identity and activity. Keep the conversation going.
Now that you know (some of) the rules, break them. Well, not really. But it’s important not to confine yourself to any specific set of guidelines. Experiment and test, see what resonates with your client base, measure response rates and click-throughs. Find what works for your business, and run with it.
That’s it for our Five-Part Series on How to Use Email Marketing for Your Business. We hope you’ve learned a few things to help engage customers, establish connections, and, ultimately, drive sales.
Stay tuned! More insider tips and secrets on the way.