Doing Email Marketing the Right Way
Email marketing is still around, despite the fact that many online promotion experts have predicted its demise. We love email marketing because of the unique benefits that it provides. To be successful, however, you have to understand the specifics of the email marketing campaign that achieves its goals.
Take Your Time to Build the Mailing List
A permission-based mailing list is the only way to go. Create a subscription button on your website and make it easy for people to join your mailing list. The subscription page should provide clear information about the newsletter and the benefits of signing up for it.
Give Recipients Value
The newsletter should provide readers with something valuable, something that they cannot obtain through your website.
To add value, you can include special offers, coupons or upcoming product presentations in the newsletter. Free seminars and tutorials are another great way of making people read your messages and visit your website. Look at the newsletter as a communication method, rather than as a way to get your marketing message across.
See What the Competition is doing
Subscribe for several competitor newsletters. Seeing what other companies are doing will help you avoid their mistakes and get great ideas for your email marketing campaigns.
Stick to newsletters within the same niche. Analyze both the content and the design. These are the two characteristics that determine the attractiveness of an email marketing campaign.
Make It Easy for Readers to Contact You
Subscribers should find it easy to contact you, in case they need additional information. Provide an e-mail address or a phone number that people could use to get in touch.
Additionally, it should be easy for your audience to unsubscribe from the email campaign without having to go through dozens of steps.
Good marketers assess the performance of their campaigns. The feedback that readers provide can lead to significant improvements.
See what the click through rate (CTR) is but go beyond this information when analyzing the success of your email marketing campaign. Figure out which pages are most visited and which pieces of content generate a lot of interest.
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