E-mail Marketing Strategies and Sins
Email is the number one method of corporate communication, both on a personal level (employee to employee, friends) and a macro-level (messages from CEOs to shareholders and customers). Naturally, email has evolved into one of the top methods for direct, digital communication. And it has thrived despite the onslaught of other digital methods, like blogs and social media sites.
There are perhaps many reasons for this but the most obious one is simplicity. People understand email. It is taken in a single dose. RSS feeds and the like are more complex, relative to a stuffed inbox, which people, no matter how busy, will click through. Afterall, everyone chases that coveted (though theoretical) empty inbox which symbolizes being fully caught up with the world.
Before we launch into our best practices methology, let's back up. What is email marketing, exactly? And why do companies use it?
E-mail marketing is a form of direct marketing – where businesses market directly to their desired target market, rather than the generic audience of traditional media, like newspaper readers - that uses electronic messaging as a means of communicating commercial or fundraising messages to an audience. It is best for conveying corporate updates, news, and offers (such as one-time deals, discounts, etc.).
The advantages are palpable. You can tabulate a resturn on investment. Email marketing is second to search marketing as the most efective online tactic, and the leads are warm: companies are reaching out to people who already have some form of relationship with them. And then there is the fact that over half of the people who use internet in the world also check their email on a given day.
Email marketing also comes in the form of email newsletters. Some businesses view these as a waste of time, saying that the content is often covered in blogs or articles. But look, if the newsletter features a hot piece of information or a discount on a good or service – something that offers a tangible benefit to the reader – and comes with some sweet visuals and a catchy headline. You'll reap the benefits.
Now, here are some things that are particularly intelligent to do when building an e-mail marketing campaign.
The first is organizational: plan exactly what you want to do and acheive and budget to make this happen. Email marketing requires organized repetition. It may take five tries to hook your audience. Focus on trends related to conversion, rather than nominal numbers.
Because campaigns require repetition, you have to be consistent with your delivery date (whether you are doing a biennial blast or a something forthnightly) as well as the design. Anchor your design and play off of it. Give the readers something visually consistent and they will recognize it and be more liekly to click through.
Next, always consider the receiver first. It may sound counterintuitive (since your goal is to push information) but allow readers to subscribe and unscribe easily. You don't want to be relegated to the spam category.
Also, always link. Once you draw a reader in, give him or her the option to go to other places, like your social media pages or your homepage. Get them where they want to go directly and easily.
Keep the thing short. You may be writing about a complex or extremely cool product or service. You may even be giving away something amazing. But follow the advice of Hemingway: write in the best and simplest way you can.
Last, and definitely not least, craft your subject line with as much energy and time as you used to write the entire e-mail message. It is the first thing the person receiving the e-mail will see (and the last thing they will see if it is weak).
