Is your email marketing strategy based on sending random emails about your products or services to people you don’t know from Adam, in the hope that at least one of them would respond? Then I have news for you my friend… that’s called spam! It’s against the law and against good business ethics. Here are some suggestions you should consider instead to make your email marketing look professional.
Make sure you have setup a proper system for interested persons to subscribe to recieve email marketing messages from you. Don’t send your email newsletter to anyone who has not subscribed. Ideally, your subscription process should include a double opt-in email authentication, whereby someone interested in receiving your email must submit their details through the subscription form on your website and also click a link in a welcome email that they will receive from you to indicate that they have given you permission to continue to send them your email. This helps to guard against your email being labelled as spam by the recipient.
Clear Focus, Message and Value Proposition
Ensure that your marketing message connects with your subscribers on an emotional level and provides them value. Your email needs to have a clear focus, message and value proposition. If you are promoting a new product or service, then it also helps to include special offers, coupons and discounts.
You need to be careful about the type of information you provide in your email. For best results, adopt the 80/20 rule! Let 80% of your email be about current industry news and trends, analyst reports, etc and 20% on your product or service. This will make your email marketing portray you as an authoritative source of information about your industry, product or service. You should also adopt the 80/20 when it comes to the amount of text and images in your email by providing more text than images.
You need to keep your contact list fresh and relevant by regularly deleting people who have unsubscribed or those with bounced email addresses. You should also delete those who are no longer opening, reading or engaging with your email. Your chosen email marketing service provider will provide you with the necessary tools to do this.
As much as possible avoid using industry jargon except when you’re sure that your reader will understand the meaning of the terms. If it is unavoidable, then explain the jargon that you’ve used in simple terms for your reader to understand. Also, go straight to the point using catchy subject lines. Be honest and transparent in all your email marketing to your subscribers.
Easy to Unsubscribe
Include a prominent ‘unsubscribe’ link in each email marketing message you send out to give your reader the option of opting-out of receiving any further email communication from you. If they choose to unsubscribe, be sure to delete their details from your database immediately so that you don’t make the mistake of sending them email again in the future. Depending on your chosen email service provider, any person who unsubscribes is usually deleted on your behalf so as to avoid spam.
These are just a few of the things you need to do to keep your email marketing looking professional. Email marketing is still one of the most effective means of marketing to your existing and potential customers.
Would like to add email marketing to your other marketing activities? Or are you already using email marketing but not seeing any tangible results? Feel free to contact me. I will be glad to help.
Do you have any questions or comments on this? Share it in the comments below.