Staying in contact with your customers is important. The longer a person goes without hearing from you, the sooner they’ll forget about you. As a result, many businesses send a rolling schedule of emails and updates to their customers. This is normal and, if executed properly, a very smart thing to do. However, you need to be aware of how often your customers want to hear from you. Most companies run on a weekly/bimonthly schedule. Audiences expect that kind of thing and are willing to take it so long as the messages are helpful and varied.
Where lots of businesses run into trouble is in bland or repetitive content. At best, you’re boring. People will tolerate it, but they won’t be engaged by what you’re sending them. At worst, you’re annoying, and that’s when you start to lose customers. A business should be evolving constantly, so use your development to keep your audience in the loop and interested in what you’re doing.
Different products are relevant to different people. Yes, the group that most appreciates your marketing is invaluable to your business’s development, but they’re not your only potential customers. Right now, most audiences are segmented and left to their own campaigns. That’s great for the short term but after a while you?ll be micromanaging several small strategies instead of a master plan.
Occasional crossovers between product groups should be encouraged. Try creating an email that uses multiple products to appeal to a larger portion of your audience. Be sure to stay relevant to all involved. Most Email Service Providers will allow you to select multiple groups to broadcast to, so this shouldn?t be difficult.
The first thing anyone will see in an email from your business is the Subject. If it doesn’t appeal to the reader, then the rest of your message won’t have much hope. Always be sure that your subject lines are grammatically correct and relevant to your target audience. Remember, nothing will get you flagged as a spammer faster than misspelling words.
Most desktop email clients disable images by default. It’s unfortunate, but it’s true.* So how do you get your diligently-rendered jpegs and pngs to appear on your targets? screens? Sadly, most of the people who open your email will never view the full message. While all of the tips in this article will help get people interested in your marketing, only those who are legitimately engaged will override their email settings to see your layouts. Those targets are valuable in their own right, but to make sure your message gets across, you need to include text and proper placement.
*Many desktop clients also filter incoming emails based on a preset image/text ratio. If you exceed the limit, it?s likely that your message will be blocked before it can get to an inbox.
Probably the worst thing you can do in an email marketing campaign is to make people feel trapped. A bad email is one thing, but a bad email you can’t stop will start a customer service nightmare. Fortunately, most large Email Service Providers require built-in opt-outs, so this is a disaster most marketers won’t have to deal with. Still, it’s often a good idea to request a second opt-in from customers, especially if they haven’t been contacted in a while. At the very least, this will show you how many people are still interested in your marketing.