Business Guide To Email Marketing
Posted by Shannon Suetos on February 16, 2011 in Email Marketing [ 1 Comment ]
Business is tougher than ever in our current climate, and now businesses have to take every avenue available to them if they are going to grow and expand their customer base. There is not one marketing strategy that you can afford to overlook, whatever business you are in.
In our modern world, one of today’s most powerful marketing strategies available to businesses is email marketing. The trouble for many business owners however, is that there is not a great deal of training available in the area of email marketing, and for a newbie, knowing where to start can be a real puzzle. Here in our guide to email marketing for business we try to cover the basics so that you can begin to build a campaign that will help you build up a strong relationship with your customers, and a relationship that will inevitably lead to sales.
Email Marketing-Where To Begin?
The very first thing you need to really grasp is how email marketing is used. A customer has not given you their personal details so you can send them 30 emails a day pitching your products or services. They have given you their email address either in exchange for some information you had for them, or because they want to stay in contact with you and receive helpful information from time to time about whatever subject your business is involved in.
So the very first golden rule is- Never spam your customers!
They will leave you in a heartbeat, and your reputation will take a battering. Spamming does not work so don’t do it.
Send Them Useful Information
The key to successful email marketing is to remember want you want to achieve in sales, your main focus is to build trust and a relationship with your customers. The best way to do this is by sending your customers information that will benefit them. Free reports, articles, links to news stories, or anything of this nature will do just fine. What it does, is show the customer you are not only interested in trying to sell them something, but it also helps you appear an authority on your subject.
Whilst you don’t want to “give away the farm” so to speak (or else there will be nothing for them to buy) you want to give them as much helpful content as possible. That way when you do eventually come by with an offer they are more likely to entertain the idea of a purchase.
How Many Emails Before A Pitch?
In reality there is no definitive answer to this question. What works for me however is about 4 emails with content and information only for every sales pitch or offer I send. As I say this is not a factual number, it just works for me.
The key is to send more content than you do offers.
How To Get Your Message Opened
It is more than likely that your customers are receiving very high volumes of emails everyday, and there is a very strong possibility a great deal of them are spam. How are you going to make sure that your email gets opened and not filed under trash?
Well, the first thing you should have already been doing, and that is showing your client you are not going to send them trash or “spammy” offers. The next thing is going to determine whether your email sees the light of day is the headline, or subject your customer sees.
Your headline needs to catch your customer’s interest enough to get them to open your email. That is it. It doesn’t have to give too much away. The job of the headline is to get your reader to open the email and no more.
Try to avoid headlines like, “Bad News”, or “I’m so sorry”. These types of headlines seem to have been doing the rounds lately and are ticking a lot of people off. It gives the reader the impression something is wrong and may worry or frighten them. When they then see it is just you sending them a link to your new weight loss system they are going to be pretty upset!
Here is a list of a few examples you could use as templates for your email headlines:
● “Great news For Everyone Interested In (Your Niche)”
● “Brand New Development In (Your Niche). Read About It Right Here”
● “Very Important News Story From The World Of (Your Niche) I Thought You Should See”
These headlines do not give much away, but what they do is give a clear indication as to who it’s from and what the subject matter is. They should also arouse enough intrigue in your customer to get them to click through and see what you have to tell them. From there your actual email content takes over.
Stay On Topic
If you sell Pet equipment, then you should only be sending your customers pet related information. Suddenly sending details of a new “Make money online” course your friend is selling is relevant to what they expect from you and is not likely to interest them.
They signed up to your list because they were interested in what you had to offer. Sending them information or sales pitches about products that don’t relate to your niche is going to damage the relationship you have built up with them.
Treat Them Well
If you treat your customers well they will stay with you for life. This is a saying you here everywhere and it is true. You should treat the relationship you have with your customers as gold. If you look after them, give them helpful information, and only offer them products of the highest quality every now and again, your list will keep paying you year after year.
Remember that the Internet has made the world much smaller and the reputation of a business will make or break it. Be sure that your email marketing is the making, and not the ruin of your business.
This article was written by personal finance writer Timothy Ng from Sydney, Australia. He is genuinely passionate about helping people compare credit cards and helping them through researching to find the best credit card.