It seems as if the rules of email marketing are changing all the time. As advancements in software continue to progress, so too must best practices for email marketing. Avoiding the Gmail spam filter should be your first priority. You can do so by connecting with your readers, getting them involved, and calling them to action. We take a look at the 5 Best Practices for Email Marketing to give your business the boost it needs.
Let’s Get Personal
Connecting with your reader in a more personal way softens your brand making more humanized. This intimate touch is best achieved when approached with personal conversational tones. Email marketing transforms when it expresses challenges and obstacles faced.
Was the project overwhelming? A big undertaking? Did problems arise that you never expected? Be real. Humans, like businesses, experience a variety of ups and downs in their lifetime. Personifying your business is excellent advice as it allows your reader to see your brand as a person in which they can relate.
A Private Party
Exclusivity gives readers a feeling that they’re special–and that’s a powerful marketing tool. Taking a person from a reader to a customer is a process that takes time. Building an exclusive program or club just for subscribers is a great way to bridge the gap.
Subscribers receive exclusive content and from there the real magic can occur. Content that is engaging and exciting is worth spreading. Find creative content ideas that spark a conversation. Your subscribers will be able to directly communicate and share with their communities of family, friends, and colleagues who share the same interests.
Convert, Convert, Convert
A large audience is terrific for your social media numbers but does little if they’re not converted to customers. That’s why you’re doing this anyway, right? Your readers need to become your customers so that you can continue to provide quality goods and services to them in the future. It’s more than just having them purchase products or services. Creating a conversion plan is essential to building your customer database.
Starting off with a goal, like converting a reader into a Twitter follower, can establish the direction you go with your email marketing. You want to provide a transaction for the reader that aims for a small conversion. It may not lead to a direct sale but over time, these small conversions can lead to much larger ones. This can lead to higher profits and lifelong customers.
The Need for Feedback
Engaging readers involves them responding and you catering to their needs and interests. When you engage with your clients with feedback style responses, you are obtaining valuable insight into their needs. Be sure to use effective practices for gathering feedback from current and prospective customers. This information can help guide your products and future content to maintain their interests and work towards further improvements.
End your emails with a demand for feedback, keep it personal so that the reader knows that they, personally, have a valuable opinion. You never know where the next great idea for your business may come and feedback could be the vehicle in which it arrives.
Call to Action
Give readers a way to do something next. Take into consideration what you’d like your response to be. Using phrases like “Shop now,” “Act now,” “Buy and save today,” are all pretty clear action calls, but be sure to indicate why it’s imperative to do it right away. Keep it simple and don’t overwhelm the customer with too many offers. Determine how this call to action benefits them and make it known.
Getting personal with your readers into an exclusive group, asking for their feedback to develop your business, and converting them into customers through a call to action are five of the best practices when it comes to email marketing. Establishing a solid plan for the marketing of your business is key to successful growth.
by: Kevin Faber