If you’ve yet to experiment with email marketing, now’s the time to give it a go. It’s a great way for businesses to reach customers, find new leads and convert those leads into buyers, but the best thing about it is this: it’s very effective, and very cheap.
However, with great power comes great responsibility. People don’t give out their personal email addresses to just anyone, and so you need to be sure that you’re adding value to your customers’ lives before bombarding them with your messages. Use these five tips to help build fruitful and long lasting relationships with your email subscribers.
1. Make it easy for your customers to subscribe (and unsubscribe)
The golden rule of growing your email marketing database is to make it easy for your customers to subscribe. Post signup forms on the homepage of your website, your blog, Facebook page—and wherever else your customers are likely to spot it. But don’t go too over-the-top with required fields—having to divulge too much personal information is likely to scare customers away. Similarly, it’s equally important to make it easy for customers to unsubscribe from your list.
2. Keep newsletter branding consistent with your business
Your email marketing campaigns should match your brand’s identity. If you’re using a newsletter template, try to customize it by incorporating your company’s colours and by placing your logo at the top of the page. The more in line your email communications are with your brand, the more familiar your customers will feel with your business when you begin contacting them on a regular basis.
3. Don’t overload customers with content
Your subscribers are busy people who likely receive a deluge of emails on a daily basis. You only have a few seconds to capture their attention, so make those precious moments count. Don’t overload them with text-heavy information—keep it clean, simple, informative and most importantly, easy to read. Break up text by separating copy into short paragraphs with alternating sentence lengths, and add subheadings and images to make it easier to scan.
4. Share content subscribers want
The key to any successful email marketing campaign is this: create content that’s interesting and relevant to the people receiving it. Only send newsletters when you have something important to say—content is king, and must come before creation. Some email marketing software allows you to segment your customers, meaning you’re able to target certain subscribers on your list with products or services most relevant to them. For example, if you’re having an in-store sale and your brick-and-mortar is located in Surrey, BC, then you can ensure your marketing database is segmented by location so only people who can actually attend your sale are being told about it. Sending content that’s relevant to your readers will keep them engaged with your brand, more likely to purchase, and less likely to unsubscribe—and it’ll also encourage them to share the newsletter with their own network.
5. Share and share alike
Broaden your network by not only creating content that people want to share, but by also making it easy for them to do so. Include a URL link to your newsletter so those that aren’t on your list can read it, and also add social sharing icons for sites like Twitter, Facebook, Pinterest and LinkedIn (depending on where your customers hang out). The goal is to encourage your friends to share with their friends, and for them to share with their friends, and so on (you get the idea).
To learn more about email marketing and how to supercharge your efforts by harnessing the power of social media, attend Tuesday’s webinar, “Socially Powered Email Marketing” at 1pm EST. Register here