In these times where information technology has become a necessity rather than just a convenient tool in everyday life, email is now seen to be a very powerful tool in marketing.
With the speed that email marketing delivers messages to prospects, its directness in addressing target markets, and the undeniably low cost it entails, it is no wonder why email marketing is considered to be more powerful than other methods of advertising. However, despite the numerous advantages of email marketing, it could either result into amazing returns if done strategically, or terrible losses if carried out haphazardly.
What does it take to become successful in email marketing?
Here are six helpful tips for a sound email marketing plan:
1. Address prospective clients personally
Practically everyone gets spam in their inbox and virtually everybody has developed allergies for email advertisements. To prevent recipients from automatically trashing email ads, it is important to call their attention using the most beautiful words to their ears (or eyes): their names. Addressing prospects personally makes them feel important. The more recipients are made to feel that they are treated as persons and not numbers, the more likely they will be willing to go on reading.
2. Create a mailing list
It is impossible to do the first tip if one does not have a list of addresses to match the names. Building a mailing list of target prospects is among the most vital steps in a strategic email campaign. As time goes on, the list grows and becomes an important asset as a source of profits from the would-be loyal followers.
3. Try to avoid appearing suspicious
People are getting more aware of the truth in the phrase “too good to be true.” As mentioned earlier, people are growing sick of spam, and they treat anything that resembles spam as dirt. It is important to make efforts to compose email advertisements that do not look like spam. To prevent an email ad from being trashed, it is wise to avoid making hyperbolic statements, overusing characters such as dollar signs and exclamation points, and doing other things spammers usually do.
4. Limit email advertisements during holidays
People are usually too busy to check their computers during the merry months and thus they are most likely unable to read messages in their inboxes. Only the most important, business and personal emails are read, and the rest are immediately thrown into the recycle bin. It is therefore wise to avoid doing email marketing during Christmas, Halloween, Easter and other occasions.
5. Make email ads easy for recipients to understand
It is indeed important for email advertisements to catch the attention of the recipient; however, it is also equally vital for the readers to realize the response that is expected of them. Whether it is to click a certain link, or to reply to a certain message, the recipient should be able to fully understand what is supposed to be done after reading the email. Otherwise, the email campaign may be as useless as a trashed spam, despite how effectively it was able to captivate the targeted market.
6. Make the brand known right from the start
The point of email marketing is to make a certain product, service, or brand known to its target market. While the immediate goal of an email is to get a positive response, such as making a sale the long term goal is to make the deal not only a one-time shot but a lasting business relationship. The key is recognition with the customer being able to identify and remember the brand for a long period. This could be done by placing the brand name in key areas such as the “from” and “subject” line, or other notable parts of the email. If the client was satisfied with the first transaction, loyalty is not too far if the client is very much familiar with the brand.
Being successful in email marketing indeed requires effort, but it is not at all daunting to plan a strategic email campaign. To succeed in email marketing, one has to know the target market, treat them well, deliver what is promised, and make a lasting impression. With careful planning, the benefits that email marketing can offer are countless for your local business.
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