If you are marketing online and not using email in the mix you probably should be. It’s an excellent way to communicate with customers and is one more touch point that can help marketers spread information, offer special deals and sell more products. It’s a way that marketers can get more out of their advertising and marketing efforts and really build a business instead of just running offers. Also, when you look at the competitive landscape, marketers who build lists and market to them are getting more for their marketing dollars which allows them to be more competitive when spending money on advertising. Think about that for a second. If you and I are competing for traffic and I’m building a list to further monetize my traffic, I can afford more traffic or higher costs than you. Who is going to win in the long run? I am.
There are several things to keep in mind when starting out listed below.
-Create excellent and compelling content. Make sure you are sending relevant information to your list. Write a subject line that gets click thru’s. Send only one subject per email. Make sure you have a clear call to action.
– Keep it personal. People like to communicate with people not cold impersonal companies.
– Use an email service to manage your list, build your emails and track performance. Companies like AWeber, Icontact, and others offer tools to build the emails, manage unsubscribes and report performance. There is a cost, but you get what you pay for. Deliverability and convenience are worth way more than you will pay for these services.
– Make sure your emails are mobile friendly. With 27% of emails being opened on mobile devices, it’s a must. Most services offer this but make sure.
– Text vs. HTML. Test this, but I recommend text. Many email services make you manually open HTML. I find that text with text links, written properly, they outperform HTML every time. Figure out what works best for you.
– Time your emails. Test to determine when your opens are the highest and send at those times. Some markets open best during the day, others at night. Find your sweet spot.
– Segment your audience. Determining what’s important to each person on your list can help you market to them effectively.
– Analyze and optimize. Look at open rates, bounce rates, click thru’s, conversions, etc. and optimize your process as you go.