Tips for Email Success

Don't bore me, please!

How to make your emails hit home with customers

June 9, 2010 | Edited by Ken Beaulieu
Permalink: http://www.stepbystepmarketing.com/?p=6578

Email is a proven and effective direct marketing tactic that can link you directly to your target consumers. But this medium is not without its share of difficulties. Over-zealous spam filters block even the most legitimate opt-in email marketing, and many consumers change their primary email address frequently. To help you make your targeted email marketing message hit home with customers and best prospects, consider these tips:

1. Build it and they will come. Renting a list with 20,000 email addresses for a modest price may sound appealing, but think about what you’re getting. Often, the demographics of that list may not be right for your business. And you run the risk of looking like a spammer — an appearance that will get your emails swiftly deleted. Instead, provide on your Web site an easy, non-intrusive way for interested consumers to opt-in to your mailing list.
2. Take “sales” out of the pitch. So many email marketing strategies fail because they focus on nothing but pushing a company’s products or services. Use email to provide insight and spark interest in the minds of readers. Bottom line: have something to say, not just something to sell.
3. Don’t go long. Email marketing programs wrapped in a newsletter can be overwhelming for the reader. Succinct, well-written emails are more likely to be viewed by a busy reader.
4. Build a comfort level. Email marketing campaigns work best when they build on prior material, creating a more complete picture of what you do. As readers get more comfortable with you and what you have to say, you can delve deeper into a topic knowing they are ready and interested.