What not to do with email marketing
What not to do with email marketing
What not to do with email marketing
Believe it or not, email marketing is now officially middle aged. It's now 40 years old and generally looking pretty well for its age. There are, of course, some who believe it's way past its sell by date, and that any attempt to revive its lagging fortunes is just window dressing: they argue that social media has made email marketing largely redundant. However, there are also powerful supporters of the medium who believe that this form of internet marketing has never been more powerful. Both Nissan and Renault are staunch advocates who argue that targeted email marketing can prove to be every bit as effective as other mediums including social media marketing. There is a problem though: email marketing is seen by many as either black or white it either can appeal to you, or repel you. So, is there any way that businesses can make sure their email campaigns are always effective? How can ensure that they avoid making mistakes that could prove to be costly and undermine everything they are trying to achieve?
Anyone who opens an email and finds an unsolicited message or newsletter from a company they've never heard of has every right to feel miffed. To call it an invasion of privacy might be a tad harsh, but it can sometimes feel like it. You never asked for it, so what's it doing there? The answer is because the company in question bought an email marketing list and hit everyone on that list without a thought about its relevance.
As email marketing mistakes go, this is probably about the worst. Any company using blanket lists is in trouble because they have set the bar so high that they're not likely to get any future business from that user, even if future offers are relevant. It's regarded as spam and will always be. The only way to avoid this costly mistake is to build up your mailing list patiently and organically: it may be slower and harder work, but it's far more effective.
The wording of your email is also crucial if you want to attract new customers. If the title is boring, or even worse, long-winded, users will tend not to open it. If email titles are kept punchy and specific, users will respond positively. Likewise if the signature is vague or from someone a user has never heard of, then these will likely remain unopened. Try using your company domain in your email address, rather than a generic Gmail or Yahoo address. People like to know who they're dealing with.
Every email you send should have some relevance to the person who receives it. There's no point sending 4 motoring emails to one address when it should be known that only 1 resident has a car, and the other 3 prefer to use public transport or cycle. It doesn't really matter if one of them hits the mark: 3 didn't and this can be costly and inefficient. It's far better to research the market thoroughly and know that what you send by email reaches the people who are likely to be interested in it.
Any company with sufficient finance behind it can blast out hundreds of emails each day. What many don't do is analyse the results and feedback they receive, if in fact they receive any. How many of your business emails go unopened? How many viewers open them and immediately delete them? There are now sophisticated metrics applications available to businesses that will let them analyse this information. Moreover adequate research will also show companies when the best time to send an emails is and what the most effective form of wording is.
If your business is about to embark on a new email campaign, ask yourself this question first: do you know why you're doing it and are you entirely sure you know what you want the outcome to be? Many businesses don't, and start these campaigns with nothing more than vague and woolly notions that something or other may come out of it. That won't work. If your aim is to sell, think out your procedure before you begin, and work out what's in it for the potential customer. If your aim is to inform, then make sure that there is some function that will allow the user to respond to what you're suggesting or saying.
Whatever your aim might be, don't simply restrict yourself to just this one medium. Marketing functions across multi-channels these days and if there are ways to use these emails as introductions to the social media, then you should use them. Have a dialogue with your potential customers, and ask for their suggestions. Any dialogue started by an email campaign can quite easily go online and become something that is discussed on social networks. Any increased publicity can only be good for your business surely?
To find out more about email marketing or internet marketing visit www.searchandmore.co.uk
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