When you hear the term, “email marketing,” you might be tempted to think “spam.” For businesses that know how to use email marketing, nothing could be further from the truth. While it’s true that unsolicited commercial email definitely falls into the “spam” category, you can use email marketing effectively and without spamming your potential customers.
Email marketing: Opt-in is the way to go
Your customers value your business for a reason. Perhaps it’s the location, the service, the selection, or something else, but there’s a reason your customers keep coming back. They’re interested in the products and services you sell. For these customers, email from your business isn’t spam; it’s information they can use and appreciate.
The first rule in establishing an effective email marketing strategy is to allow your customers to opt-in to your email list. Giving your customers the option of joining allows them to control the communication.
The second rule of establishing an effective email marketing strategy is to allow your customers to opt-out. Sometimes, customers have an intense (but passing) interest in your business or services. By providing an easy opt-out, you allow the customer to maintain communication control, and you reduce the amount of maintenance work required to keep your email lists in good shape.
The third rule of establishing an effective email marketing strategy is to make the most of the email marketing opportunity. The customers who choose to hear from you regularly are a dedicated bunch, and you should reward them with meaningful email communications. Upcoming promotions, sales, contests, discounts and special coupons are all examples of appropriate, useful communications that your customers will appreciate. How-tos, photos, videos, well-considered links and other inclusions will also keep your customers opting-in.
The fourth rule of establishing an effective email marketing strategy is to respect your customers’ time. Your customers don’t need or want to be contacted daily, no matter what the email marketing software folks tell you. Instead, choose a schedule that’s comfortable for you and your clients. If you let your customers dictate the frequency of your email marketing contacts, you’ll be able to make the most of the audience they’ve agreed to give your business.
If you would like more information about email marketing, or how you can implement a successful email marketing plan for your business, please contact our Creative Director, Dave Ramsell or give Dave a call at (330) 243-0651 to set up a consultation.
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