To ensure that your readers get the most value from each and every email promotion or electronic newsletter you distribute, learn the ABCs of email marketing:
Ask for feedback in every campaign and newsletter
Brevity is key-no more than 2 screen’s worth of content is a good rule of thumb
Content should be brief, punchy, and hook your reader into wanting more
Deliver value with every issue
Educate your audience by showing them how to use your products and services effectively
Focus on specific clients by developing follow-up campaigns
Give readers multiple ways to get in touch with you
Have a clear communications strategy for your email program-make sure it is integrated with your traditional marketing efforts
Invest in a good copywriter if you lack the time or skill to produce quality copy yourself
Just say NO to anyone wanting to purchase your distribution list
Know your audience and deliver information that meets or exceeds their expectations
Listen to your readers; use surveys to accomplish this
Maintain contact with your customers and contacts on a regular basis
Never use a purchased list
Obtain new contacts by capturing contact information on your website, at your store, at events, after speaking engagements, when networking
Plan ahead; keep a “fodder file” of good topic ideas
Quickly unsubscribe those who request it
Respect the permission your contacts have given you
Send professional looking, graphically appealing campaigns-text messages don’t deliver the same impact
Track your open rates and click-throughs-strive to improve month-to-month
Use an online service like Constant Contact to optimize delivery, manage legal compliance, and track campaign results
Valuable information will ensure high open rates and click-throughs
Website traffic increases are a key benefit of email marketing-make sure you use links strategically
Xtreme graphics can detract from your overall message; keep in clean and easy to read
Yes! Email marketing is an effective way to build strong relationships with customers and contacts