Don't Make a Mess of Email Marketing
As I was going through my emails this morning, I received the usual fare. Find my soul mate? Delete. Free laptops? Delete. Cheap pharmaceuticals with rather insulting suggestions? Delete. Did I open a single one of these? No, I did not. And most people don’t. I’m sure that most have seen this- you may receive an email that actually makes sense, you might not. I do not even know where half of these emails are coming from- because I certainly did not opt into anything that would mandate my getting well over twenty five emails a month about various sites I’d never use, medications I don’t need, and deals I just can’t live without but have some how managed to all this time. Unfortunately, this is an all too common occurrence, but it does not have to be that way for your business. You also do not have to shy away from email marketing, either. There are ways to do it, and ways to not do it- and you honestly only have to look as far as your junk email folder or those emails you delete without even having a look at to know the “What not to do”.
First and foremost, it is generally not a good idea to buy lists of email addresses. I’m probably going to get some flack for this, but the truth is, keep your email marketing permission based. You’ll find that the time you invest is much more worth it when you’re targeting an audience that actually wants to read what you have to say. The very best way of doing this is by having a form, somewhere on your website where users can opt in, and have it done the right way. A good way to do this is to set it up so that users can specify their preferences in not only what they are sent, but how often- for instance, if you have a stand alone newsletter without any sort of advertisement, or if you do have special offers and the like.
A note about newsletters, they can be very effective advertisements if you know what you are doing. Generally speaking, a well written newsletter that announces a sale or offer without coming across as “ad based” is a wonderful tool as it doesn’t seem as though all the company is trying to do is push a product or a service. For instance, a small piece about what those at your office are doing to gear up for such and such sale, or how excited everyone is to be working on this offer or that deal. For the most part, though, keep the newsletters almost solely informative, because it still gets your name out, and people do remember- especially if that newsletter is sort of press release style, revealing charitable contributions, drives and the like that further personalize your business and endear it to the public.