The Dos and Don’ts of Email Marketing

Thursday, February 22, 2018

Email can be one of the greatest ways you can access and reach your customers. If you haven’t considered email marketing, now may be a great time! If you use email for marketing, are you using it in the most effective way possible? Check out these do’s and don’ts to help you build a strong email list and produce quality content that they WANT to read!

DO Send Emails to Lists That Want to Hear from You

It’s important to make sure that your list of contacts actually want to read your information. CAN-SPAM laws crack down hard on email lists that contain people who don’t want to get your emails. Because of this, we don’t recommend buying email lists. We DO recommend that you put a sign-up form for your e-newsletter on your website and social media. You can also ask customers if you can add them to your contact list.

DON’T Send an Email Without a GOAL

What is the goal of sending out your newsletter? If you don’t have a defined goal, you won’t be getting defined results. Here are a few ways to create a practical goal for your e-newsletter.

G - Get Personal
Introduce your business to them. Share information about your staff, your facility, and your services. Not in a “salesy” way, but in a small town, "get to know you way."

O - Offer Value
Offer something to your customer in your email. From informing them about your upcoming sale to alerting them to a brand new product or service. Think of their need and offer a value for it.

A - Action Oriented
A call-to-action is a great way to get your customers involved in your business. It can also improve the click rate on your email. Do you want them to call you? Tell them to call for a free quote. Do you want them to visit your website to learn more about a product? Make sure there’s an easy to click button that tells them to.

L - Learn More About Them
You can instruct your readers to fill out a detailed form in your e-newsletter. This helps you learn more about them - and then provide them something of value upon completion. You can use this information in further marketing efforts!

DO Personalize Your Emails

Studies have shown that personalized emails get better results. Keep it simple when personalizing, like adding the recipient name or company names. You do want to avoid being too friendly with salutations like “Dear First Name.”

You can also make sure that your email is coming from a personal account. Build a personal relationship by not sending from "noreply" emails.

DON’T Worry About People Who Unsubscribe

You can’t please everyone, so if you have an occasional email unsubscribe, it's okay. If you find that you’re having a LOT of unsubscribers, take other measures to figure out why this is happening.

DO Send Your Emails On Different Days

Do you know what the most popular days are for sending emails? Tuesdays, Wednesdays, and Thursdays are the MOST popular days to send emails. So, when should you send yours? Try Mondays and Fridays! If your readers get overpopulated with content on the most popular days, they may not read yours.

DON’T Write Clickbait Subject Lines

It’s important to be purposeful when creating a subject line, and not create clickbait. Write something thoughtful about the content of your email. If someone opens it and realizes it’s not what they thought, they’ll exit. This can affect your clickthrough rates.

DO Pay Attention to Your Open Rates

Finally, watch your lists and pay attention to those who aren’t opening your emails. You may actually be doing everyone a favor if you quit sending them emails. Their inbox won't be full of emails they won’t read, and you aren’t impacting your open rates in a negative way.

How is Your E-Newsletter Campaign?

If you aren’t getting the results you wanted, or aren’t sending e-newsletters out at all - we can help. Our marketing company in Missouri can help you at any point. From starting your email newsletters up or continuing to maintain your existing campaigns. From zero to thousands, we can help you amplify your message to your clients.

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