by Audrey Julienne, Raison d’Etre
Why e-mail marketing? It’s affordable: E-mail marketing is an easy way to stretch a tight marketing budget. Unlike direct mail, email marketing requires virtually no production or postage costs.
It’s effective: You can turn your customers into loyal customers. By staying in touch with them you make sure they remember you when they are in need of the products or services you provide.
It’s immediate: E-mail communication can generate an immediate response. A quick last-minute announcement or special can instantly drive more sales.
It’s measurable: Unlike most marketing options, e-mail marketing is measurable. Most e-mail marketing services allow you to easily track who opens your emails and what links they click on. You actually know who is looking at your messages.
It’s easy: E-mail marketing services make it easy for you to create professional-looking campaigns with no design or expertise.
Do’s and don’t's
Gathering e-mail addresses
DO: Invite people to sign-up themselves, check for email fraud.
DON’T: Gather e-mails here and there and add them to your list.
List management
DO: Segregate your lists and by interest and provide information via e-mail based on that information
DON’T: Send a lot of information about everything to everyone
Frequency
DO: Adapt your frequency to your message and your audience
DON’T: Send as many e-mails as possible
E-mail settings
DO: Turn the permission reminder on
DON’T: Write lengthy e-mail subjects with plenty of words like “Win” or “Free”
Look and feel
DO: Design an inviting and branded email
DON’T: Write miles and miles of copy about several subjects without separating them in articles
Content
DO: Keep your content clear to the point, relevant to your audience and interesting
DON’T: Gather a bunch of specials and promotions, sent randomly whenever there is enough info to fill
Analytics
DO: Refer back to the analytics of the sending software
DON’T: Ignore the numbers and assume that people will call if they’re interested in something
What’s next?
DO: Adapt your content to what your audience reads, clicks, respond to
DON’T: Send e-mails without getting feedback from your audience once in a while
