Email marketing (newsletters) relies on the integrity of your communication. Spam is the best way to lose customers, weaken your brand and get flagged – JUST DON’T DO IT! Create valuable permission-based email lists, use reputable email marketing software (I recommend MailChimp or Constant Contact) and you will have successful results.
Print out your last email campaign and compare it to this list:
- Subject line – this is how your viewer is going to determine whether or not they will open your email. And remember not to use too many exclamation points!!!!!!!!!!!!
- donotreply@ – if the return email address is ‘firstname.lastname@example.org’ … well, then who the heck are your readers corresponding with?
- Bad Design – when a reader opens your email and they see way too much information mixed with old artwork that is poorly organized, they’re outta there in 3 seconds or less. 10 seconds if they take the time to find the ‘spam report’ link.
- Poorly Written Content – wood you take me seriously if I cent your an email rideled with tipe-o’s? Not to mention, grammar poor and topics irrelevant.
- Broken Links – need we say more?
- Images – a good picture can say a thousand words at one glance. Make sure your pictures enhance your message, and for goodness sake, make sure they display.
- Call-to-Action – have one. Tell your readers to ‘click here for more information’, or ‘like your facebook page’.
- Unsubscribe – make sure you have this option for your audience. Credibility is built on choices; don’t take it personally.
- Sales – According to Blue Kangaroo, 43% of adults in the U.S. said more than half of their emails are from marketers selling something. Mix it up by providing useful information that will educate, interest or even make your readers laugh, and then pepper in a ‘sales event’ now and then. This creates anticipation for your communication.
- Personalize – don’t be afraid to be human when you write. We market with other humans and generally us humans like to be spoken with; not to.
A permission based email list can be your most valuable marketing tool. Attention to detail can make or break your relationship with important future customers. If you’re not sure what your audience is looking for from your eNews, ask them. Be creative, take the time and have fun.