Effective email marketing can be very beneficial to the company and the target audience however, it's important that the company not bombard the prospective clients with emails and promises that cannot be delivered. Email marketing should be subtle but strategic.
Invite your audience to contact you by giving them access to a more personal communication. On your website, invite them to sign up for email updates, newsletters, and special offers for your product/s. Be sure to use your full name (or company name) as the email address, so that the prospective client will recognise the email and open it.
Never ask for personal information and make sure that they know that their identification and contact are safe. Many people do not list their emails publicly, even on social network sites, because they like the privacy that the email provides.
In the subject line, do not use words such as "You won't believe the bargain." Express clearly what the email is about without over-selling the product. A better approach would be to say "Generic Ovens 10-percent off" because it's not half what the other guys is selling, its 10-percent off.
A good business respects the client's privacy and offers honest information, it's very important that the customer always feels that these things are important to the company-client relationship.
Keep your emails simple. Don't overload the senses of the person/s that will view them. A well placed company logo in the upper left corner and a photo of the product are more than enough to satisfy curiosity and make your point. If the product comes with numerous accessories or you're a business offering several services, it's better to list a few and mention that more are available. Information overload can lead to misunderstandings and problems, later.
Just as the product is not half of what the other guy is selling, be honest about the benefits of your product. If it's a good product, the product will sell itself. If not, even P. T. Barnum couldn't sell it and probably wouldn't try. It is necessary to mention that there are limitations on any product or service. An open-end bargain is not a bargain. It's reminiscent of the "Going out of Business" sales that some furniture companies advertise year after year. It puts people off, so mention the time-span and allow the customer to know that there is a limit.
Before you start an email list or newsletter for that matter, read the CAN-SPAM Act of 2003. Spamming is illegal and can lead to major headaches and legal fees.
Michael Richards is writing on behalf of Fluid Creativity, specialists in Email Marketing.
No comments:
Post a Comment