5 Top Tips for Email Marketing
Email Marketing Top Tips.
Email marketing represents one of the best opportunities your business will ever have. Think of it as a garden, it needs to be grown, nurtured and harvested. Here are 5 tips on how to ensure you are moving in the right direction.
- Grow your database
- What is your strategy for growing your database? Is it simply through competitions or signing up every single person you meet?
- The reality is that email marketing is a cost-effective way to interact with consumers and if you can develop your email database you will be working with a medium that provides great ROMI.
- To grow your database you need a strategy for collecting email addresses, however, let’s not buy lists (This is a definitive no but accurate in 90% of cases).
- Work towards messaging that promises to add value to the person(s) offering further discounts, opportunities to win or provide information around a new product.
- I have developed some of Australia’s largest clubs (email databases) and even they started small. however, over time they became the companies greatest assets and even has a recognised value attached to these databases.
- Stop email blasting
- Everyone makes this mistake. Its cheap and reasonably easy so let’s just send an email a day or every week. STOP.. don’t do it.
- Unless you have something to say that adds value to the recipient then don’t send it. In saying that you definitely need to read point 4
- Cleanse your database
- One of the most important things you can do is to ensure you nature your database
- How do you nature your database?
- Remove customers that are
- Not contactable or
- Have unsubscribe
- When customers don’t open your emails you need to stop sending these for a while.. give them a break..then try to engage them again.
- Remove customers that are
- Content is king
- Spend time on your content. I don’t know how many times I have seen emails come out with a picture full of products ad some message of a sale. #fail
- Build a content strategy and ensure you have a plan for realising that content.
- Measure your results
- Email systems are without a doubt the easiest to measure results on and you need to ensure you are watching what is working.
- Probatio is Latin for test and earn and the reason I have chosen this name is that the consumer will always surprise you. I had a team that worked for me on clubs and they had a jar with 5 dollars in it and each week they would guess which headline would get the most open rates (see, we tested 2 versions each week and learnt from this) I would say that $5 bet surprised us on many occasion. What you think is obviously the best headline is often not.
The reality is that email marketing can be complex however follow these 5 simple rules to start heading in the right direction and feel free to reach out when you want a hand.