Email Marketing Best Practices

Email Marketing is a Commitment

When you ask someone for their email address, you are beginning a relationship with that person. After all, you are communicating in the same medium as their family and close friends. However, unlike family, you can’t be forgiven for mistakes.

Be Useful

Whenever you send an email to a customer or potential customer, make sure it is something that would interest them, whether that is an interesting story, household tip, or helpful advice. If your emails prove to be a good time investment for your reader, they are sure to open another email from you in the future.

Make It Easy to Unsubscribe

There is nothing that drives me crazier than jumping through hoops to unsubscribe from an email. There are a lot of reasons to cancel an email subscription, such as moving or a change in circumstances.

Diversify

Smart email marketers offer different types of newsletters so readers don’t have to choose between all or nothing. I may not want to get a daily deal, since it crowds my inbox, but I may want special promotions or monthly travel tips.

Hold on to Your Information

Nothing erodes trust faster than finding out someone sold your information for a quick buck. They may have made a bit of money for selling the list, but they lost out on you as a lifelong customer. Your relationship with a customer is worth much more in the long run.

Don’t Give Up

Some people on your list may never have opened an email from you. Unresponsiveness does not necessarily mean you should delete this subscriber forever. The cost of acquiring new customers is much more than the cost of retention. Instead of wasting money sending an unresponsive person every email, you could send only the occasional email. Some marketers send an email with a special offer in attempt to win a customer back.

Email marketing is a valuable tool in building your business, and can be very profitable if used correctly. Just make sure you are sending something people want to read!

One Response to “Email Marketing Best Practices”

  1. admin says:

    Hi John,

    Sorry I didn’t see your comment on my blog sooner. Email marketing is a fabulous way of reaching engaged customers. People look to you as an information source and trust you enough to give you their email address. It works especially well when you pair it with social media.

    I just wrote a blog post about this for my sister company Social Sonar: http://www.socialsonar.com/_blog/Up_Periscope/post/Social_Media_+_Email_Newsletters_BFFs/

    Let me know if you have any questions.

    Thanks,
    Alison
    alison@socialsonar.com

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