Biz Articles
Email Marketing Tips
Author: Youth 2 Youth.
Using email marketing is an inexpensive, fast and often effective way to reach potential customers (though check that you are in line with privacy legislation!). Problem is, we all get quite a lot of email each day, and chances are your target market does too.
It's therefore essential to get your emails read.
What follows are some practical tips that may assist you in getting your emails read.
Be Personal
Make your messages personal. No one wants spam that has been mass-mailed to a marketing list. Instead, you need to make the recipient feel valued as a prospect.
Ensure that when you send your marketing emails, the Display Name that you have set is a person's name, and not the business or promotion name. People need to trust the sender at some level before they read your email. The only exception should be when you send an email that has been paid for, eg. a subscription newsletter.
In the Subject line, your email should mention the person's first name where possible, eg. "Anna, your latest edition of Mez Magazine," especially if the service is paid for. This isn't always possible, so make sure the Subject line instead has a clear title, "Your Mez Magazine is here."
It is also good practice to start the email with a personal message, rather than some mammoth heading screaming at the recipient. Open with something that is sure to get their attention, either a question, a shocking statement, a benefit/special deal, or start with some kind of narrative (stories not only get attention, they hold it!). Clearly explain how you are offering the individual a benefit, rather than announcing some massive special deal without outlining the value of the offer.
If you use enriched emails with pictures and graphics, ensure they aren't of a ridiculous size.
Courtesy
There are a few things to keep in mind in order to both gain the trust of the recipient and as a matter of business courtesy. These include ensuring that you explain why the person has received the email, not including any large attachments (if at all), and virus checking the email and any attachments.
And of course, allowing the recipient to opt out of receiving further emails from you, by telling them how to get off your list (after all, you may genuinely have sent to the wrong type of people).
The rudest examples in email marketing provide an example of what NOT to do! These emails usually start something like this,
"You have received this email as a one-off. If you do not contact us about the following offer then we will not email you again."
These examples offer no credibility at all, are very annoying, and have no option for you to get off their list without contacting them directly (which is the last thing you want to do after such harassment). Moreover, such emails often breach privacy legislation. Steer clear of this format!