Many people can give you a laundry list of reasons why email marketing is important. From newsletters, promotions and giveaways, there is no arguing that this specific form of marketing can strengthen customer relationships and create brand awareness. But are we doing it right? Are we forgetting to implement certain strategies that can make or break a business? There are four easy steps you can take to ensure your success when it comes to email marketing.
Identify Your Target Market:
Knowing your audience and their makeup is extremely important. You want your audience to look forward to your emails and use the information that is sent to them. Your target market should be interacting with your brand through social media, forwarding your emails and responding to your offers. If you are not seeing a high level of interaction from your target market, chances are, you need to reassess your audience and identify what their needs and wants are.
Always ask for permission. Email marketing is very different from any other form of communication. You are entering into a very personal aspect of someone’s life. You must, under any circumstance have permission from a customer to email them. Also, providing an, “unsubscribe” button is mandatory as it states in the CAN-SPAM Act. When you receive permission, your emails will most likely be anticipated and favorably received.
Your logo, colors and images related to your brand should be included in every email that is sent out. Creating a consistent look will familiarize your customer with your brand and eliminate confusion with new customers. Be careful when choosing fonts and colors, a professional and clean look should be the design goal of your email. When adding images, remember that most people will not wait more than a few seconds for an image to load. Many check their email on their smart phones and are only able to view a limited size of images.
So you have successfully targeted your audience, received permission and have created an attractive email message. Now what? Simply put, respect your customer! Carefully plan out your emails in conjunction with your sales and various holidays. Sending a daily or even a weekly email may sometimes be too much, resulting in a loyal customer unsubscribe rate to go up. Sending an email 2-3 times per month has been said to be the ideal number, however it really depends on your product or service.
Email marketing is a powerful sales and communication tool, but only if used correctly. Follow the four steps listed above…your success is just a click away!