Email marketing–know what to say and how to say it!

Businesses get into the regular habit of sending the company marketing email when they have nothing new to say and don’t even stop to think about what or why they are emailing in the first place!

Incredible, but sadly, all too true amongst many businesses, sleepwalking through their regular online marketing schedules!
Developing and sustaining customer relationships is a technique to be constantly refined, and email marketing is a great way to stay in contact and call your customers to action.

A campaign has to be carefully pre-planned if you want a decent return on your efforts.

At the outset, clearly define what your goals are. If you’re launching a sales campaign, too much content will either confuse, dilute and ultimately weaken the key message, distracting the recipient from the main goal of sending the email.

A newsletter should only be sent when you have something to say. Yes, real original news! People are subscribing to you to receive genuinely new, informative and relevant content and will opt-out almost immediately, to prevent having their inboxes cluttered up with any more spam, if they see a lack of real purpose or interest in your mailouts. Content really is king!

It will boost your response rates to place subscription forms on your site with an outline of what your subscribers can actually expect to receive. Just briefly stating exactly what you are intending to send them will help them to decide whether to sign up. Some might just not bother if there is a lack of info or if you are too vague about what they will receive.

Always remember that ‘Less is More’. Emails that are too long will rapidly lose the reader’s interest in what you have to say. Most recipients just skim across the sentences, picking out keywords that they find of specific interest to them. Obviously, your meticulous pre-planning will have ensured those all-important keywords are put strategically into place!

Any additional info can always be put into a summary article that has many links in it, directing them to the full articles on your site.
Linking through to interesting media from your own newsletter will obviously depend on your business type.

An experienced and professional web design and development agency will always stress the importance of linking to interesting articles, relevant and funny news stories and videos. Mass appeal content will have your subscribers forwarding on the email to their friends and colleagues – a sign that your email marketing campaign is actually working!