A big part of running a successful company is learning to get the word out about your business. To do that, you need a strong marketing campaign; one of the best ways to market your company is to use email marketing. Email marketing can be a smart way to reach your target market, and here are some great tips to have success.
Minimize traditional email marketing activities during the holidays. Customers are preoccupied with family and friends, and are less likely to be paying attention to business email. Your odds of ending up in the spam box are considerably higher, which could have longer term implications for your bottom line. The major exception to this would be a business directly related to the holiday activities. Otherwise, give yourself a break and enjoy some downtime yourself. Business will be back on track in a day or two.
Follow up with contacts you meet at trade shows. Collect people’s phone numbers when they stop by your table and call them within a couple of weeks of meeting them. Use the follow-up call to check in with your contact and ask him if he would like to receive your marketing newsletter by email.
Design your email around a single specific message. Don’t overwhelm your reader with a ton of text! Create the specific message using brevity and conciseness. Your customer base will greatly appreciate not being perplexed by too much unnecessary information.
Collecting and analyzing statistics is as important to the success of an email marketing campaign as it is to a business website. Invest in software that allows you to track the effectiveness of every email, from what percentage of your emails are actually opened to how many result in unsubscriptions.
Be certain that email marketing initiatives allow for recipients to opt out of further participation. While they are very inexpensive, each email does cost a bit of money. Furthermore, the negative publicity and blowback from being seen as an aggressive spammer is not only bad for business, but can result in blocks and black listings online.
While online promotion is essential, don’t overlook the opportunity to promote your mailing list offline. To build both new subscribers and potential clients, look for any opportunity possible to get the word out. Some great opportunities to build your business can be found at networking events, trade shows, conferences and local gatherings.
Make sure your mailings include more than just a sales pitch. Instead of a marketing email, give your content the appearance of a newsletter full of pertinent information on your industry. When customers receive a large number of emails that only focus on getting them to buy something, they are more likely to unsubscribe. Most people will bore easily at the sight of a salesman in any format. Focus on keeping their interest.
Email marketing can be a boost to your business, or it can hurt your business. Use the tips laid out here to make sure that your email marketing plan does what you need it to do; apply them to your email marketing, build relationships with your customers, and raise your profits.