In a tough economy, e-mail marketers can still win. Within seconds, your email campaign is waiting to be opened in your recipient’s inbox. But powerful tools come with great responsibility
This is a great time to utilize e-mail marketing as you look to grow your ROI. The internet is at its fastest and people are in love and live in their email. As technology increases, our lives now consist and literally exist around our computers and the Worldwide Web. If you have any doubts that the statement above is not accurate, turn off your computer for 2-3 days. A form of communication withdrawal will immediately set in and it isn’t pretty.
E-mail campaigns correctly targeted are powerful, fast, and reach those who are interested in hearing from you in a matter of seconds. No matter where someone lives, if they have e-mail, you can communicate with them. You have before you a worldwide market with an endless database of prospects, but there are guidelines to follow. No one wants their e-mail campaigns going to the junk folder or being spammed because of a few simple mistakes. So what are they?
Not having Adequate Demographics
Having accurate e-mail database demographics is a key to success. Building and adapting them for change and accuracy is important. Information can rapidly change. Life does not stand still. E-mail addresses change, people move, get married and get older. Preferences, needs, and desires do not remain the same. Keep up with the changes of your target audience. An outdated e-mail list management database renders your campaigns useless. Remember – one size does not fit all.
Not doing Do your Proper Research
You may never personally meet your prospects or clients, so know who they are and what they are about. Do you understand their issues? Join some forums that target your product or service. See what people are saying and what they are looking for.
Respond to forum questions. When you interact with people, you are building a relationship leading to trust. Properly researching your market equips you to market specifically and accurately to real people with issues and opinions. ROI’s are built with one client at a time.
Too many promotion-only emails
Successful direct e-mail marketing strategies depend on balance. It is not an exact science. Emails need to go out often enough reminding customers why they signed up in the first place. Some suggest 2 or 3 emails a month, or possibly, once a week. But sending out 5 or 6 a week is absolutely too many. What is the unsubscribe rate? Are you balancing out your campaigns with valuable information, and relevant tips vs. promotional type emails? Whether your emails are going to prospects or clients, no one wants to be pitched to all the time.
Not Writing Content-Rich Emails
People judge by appearance. Remember that old expression, “You never have a second chance to make a good first impression?” Take the time to send an e-mail with valuable information, professionally written in context and appearance. Check the grammar and punctuation or have someone else do it for you. It does take time and work. But any content smartly written may be the parallel in someone’s mind to your company, product or you. Creating respect and professionalism always pays off.
Don’t Dominate their Inbox – Get Their Permission
With a double opt-in, you not only guarantee that you have a real live e-mail address, but you are assured of the subscriber’s compliance to join your list. A double opt-in protects both of you. Having a list built from a double opt-in list, creates a solid database of interested subscribers with the potential of future sales and leads.
