Email marketing is a fantastic and cost effective way for you to touch your clients regularly. As people don’t give out their email addresses to just anyone, it is important to make sure you are creating valuable email campaigns to foster business rather than turning any away. Here are some tips on how to assess your approach.
Make it easy to sign up: Create a very simple form for people to quickly fill out to receive your newsletter. Asking for too much information will often deter most from completing it. Post this form in as many places as you can – your website home page, contact page, Facebook or even a link in your email signatures.
Tell subscribers what they will get: Be transparent on your intentions with your campaign. Tell them what your message includes and how often they will be receiving it. This will give them a clear understanding and help avoid unsubscribes.
Design within your branding: Nobody likes to receive strange emails. Make sure your email campaign is designed to reflect your particular branding so it is immediately recognizable to the recipient. This will also help make your brand resonate with your clients.
Make it easily digestible: Not everyone has the luxury of having a lot of time to read every message completely through. Create your campaign with photos, headings and subheadings so that those who are pressed for time can easily scan your message and read about the elements that are of most interest to them. For any longer articles, consider adding a link “for more info” where one can click should they want to read the full content.
Give them what they want: Consider your audience. Who are they? What do they want from you? An email campaign that is rich in useful content is most effective. Try diversifying your message with a variety of key points so you have the best chance of offering something to all who are on your list.
Make it shareable: Give your campaign “legs.” Include content that your recipients will want to share with those who they know.
Monitor your stats: Keep tabs on the open rate on your campaign. This will give you a good idea of whether or not your recipients are staying interested. The number of opens and unsubscribes are also valuable sources to measure effectiveness.
Only send valuable messages: It is easy to want to share many messages with your audience, but only send those that are truly juicy. Sending emails too often and with messages that are not of high interest will train your recipients to not value your messages and potentially unsubscribe.
