Let’s face it, after Google gave the option to divide your Gmail into sections, the “promotion” tab became the least likely to succeed. In turn, email marketing campaigns skipped the inbox and got lost in the sea of promos. By the time you got to review them, a week later, all you did was hit delete.
SHOULD YOUR COMPANY USE EMAIL MARKETING
The use of email marketing will solely depend on what works for you and who is your targeted audience. However, here are few stats that show it is still effective:
- 91 percent of adults like to receive promotional emails from companies they do business with
- Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers
- 66 percent of consumers have made a purchase as a result of an email marketing message. 1
EMAIL BEST PRACTICES
But how do you get the most out of email marketing and how to determine what will work best for your company? Here are a few ideas:
- Get personal, use your real name – When I was growing up in Brazil, we used to buy bread from the neighborhood bakery. Now mind you, the bakery had a name, but when we went to make a purchase, we called it, “Mr. Manoel’s Store” who, at the time, was the owner. Using your real name on the “From” line will not only give you a chance to make a connection with your audience but also increase open rates.
- Make content relevant, do you know your audience – I once recall getting an email from a realtor notifying me that her email address had changed and that she had a new set of properties to show in case I was still interested in buying a home. The funny thing is that I was not looking for a home and we didn’t even lived in the same city. DELETE. Who are you targeting? Is the content relevant to their line of business? Remember, this is your chance to share, connect and give, and not just sell. A few a folks that are great at this : Amazon, John Morgan and Michael Hyatt
- Your subject line, does it connect with the rest of the post – This has to be one of my biggest pet peeves, build me up to let me down! Your subject line has to not only capture attention but it has to be relevant to the rest of your message. Think of it as writing a paper: Introduction (Why) Middle (What) and Ending (How) – WHY are you sending me this email, WHAT are your offering and HOW will it help me. Simple.
- Customer engagement, have a friendly-reply-to-email – Emails should be a two way street. If you are asking, let them answer. Instead of a “noreply”, create a friendly reply address in order to promote customer engagement. However, make sure someone is monitoring those inbound emails.
- Stay way from long messages, keep it short and sweet – Just like I am trying to keep this post. Lol. Be concise, be relevant, be yourself. Don’t write what you think your audience wants to hear. Give them what you do and what you know best.
For ideas, tools and email marketing companies to choose from, download my e-book How to Create Kick *ss Campaigns: Email Marketing Best Practices