E-mail marketing comes in many forms, but the underlying idea is the same: promoting your business through e-mail. The most common way is a periodic newsletter. This serves as a great reminder for your customers and updates them on any new developments in your business, whether it’s a new product, service or special offer.
You can also post promotions or attach coupons to your e-mail. This adds value and a sense of reward, which makes it more likely that clients will want to read your messages.
A great way to make your customers feel appreciated is holiday greetings and birthday wishes, which can be personalized for each unique recipient. The best part is that they’re automated, so you don’t have to lift a finger!
Does Email Marketing Work?
You bet! According to the Direct Marketing Association, in 2005 e-mail marketing generated a return of $57.25 for every $1 spent! Not surprisingly, a 2010 survey of industry executives found that nearly 40% said e-mail was the most effective advertising channel.
Why Does Email Marketing Work So Well?
First, it is incredibly affordable. In most cases you can set it up yourself and e-mail means no money wasted on printing or postage. All it really takes is a little time. Second, it is direct between you and your client and may be targeted to a specific audience. Finally, e-mail marketing can be very personal, which builds a trusting relationship with your client base over time. Most of your clients sign up voluntarily and provide you with their e-mail, so they do not regard it as spam. Plus, e-mail is super-fast: it’s delivered as soon as you click “Send”.
How To Make the Most Out Of Your E-Mail Marketing
Start with a good subject line. This will make or break your e-mail, and determine whether the recipient will actually read it. Make it concise and straight to the point. Try using flamboyant words (such as “flamboyant”) to catch their attention. Stay away from funky punctuation and symbols such as !!! and $$$.
In the body of your e-mail, get into it straight away and mention the main purpose of your communique in the first one or two sentences. Most people do not have the patience to read every word carefully. Speaking of which, bold key words and phrases since the majority of readers simply skim through the text. On that note, try using more pictures and graphics. Create a clean, organized layout so that it is pleasant for the eyes. (You may want to get some professional help for this – you will only need to design it once!)
Write in a personal tone, rather than a formal one. This adds a warm touch that suggests to your clients you are not simply a marketing drone. Use “I” or “we”, as well as “you” and “us”, “together”. Even better, use the client’s name. As Dale Carnegie said, “If you remember my name, you pay me a subtle compliment; you indicate that I have made an impression on you. Remember my name and you add to my feeling of importance.”
Again, keep your text short! Some people will be put off when they see an epic e-mail and instantly delete it without even taking a second glance. Best of all, embed a video. And be sure to include a clear call-to-action.
Don’t forget a link to your website! And make sure it’s salient to increase traffic to your page.
A final tip: don’t send out your newsletters and greetings during the holiday seasons, when everyone else is doing it. These are sure to be forgotten. Be spontaneous!