5 Tips to Email Marketing Success
July 29, 2016
Rumors abound that email is dead, that as a marketing medium it is past its prime. Let me confirm that these rumors are, in fact, nothing more than rumors. In reality, email marketing is strong, proven, and cost-effective. Yes, other marketing channels may be sexier, but email is golden – as long as you do it right.
Here are five tips for email marketing success:
1) Only Send to People Who Give You Permission: Buying a list and blasting your message is old school; it is crass, unethical, and likely, illegal. Instead, compile an in-house list of prospects who have requested information. Also, put a subscribe form on your website. Offer an opt-in magnet, such as a free report, e-book, or resource, in exchange for their email. In each case, let the email owner know you’ll send them periodic email messages, but that you won’t spam them and they can opt-out at any time. This gives you a qualified list of interested people.
2) Only Send What They Want to Receive: If they requested information about your ABC service, don’t email them about your XYZ product – unless there is a connection between the two. If they signed up for your monthly newsletter, don’t email them a joke-of-the-day. This means you’ll need to be able to segment your list depending on subscriber interest.
3) Provide Value With Each Email: Just as every marking message must have a purpose, every email message should provide value to the recipient. Most of your emails should build relationships, not sell. Even when your message is a straight sales message, provide value too, such as a special subscriber-only rate or an inspiring quote at the end of each message. If you train them to anticipate the quote, they will always open your email.
4) Find the Right Email Frequency: Determine how often you should email your list: once a day, twice a week, or once a month? How do you figure this out? Ask them; they’ll tell you. Also, check your stats. If open and click rates drop and unsubscribes increase, either your message is wrong or you are sending too many emails. One company emails me two or three times a day. Guess what? I no longer care; I just hit delete.
5) Respect Opt-Out Requests: By law, you must have a visible opt-out mechanism if your message is send to people in the United States. Since it’s hard to know for sure where an email recipient may reside, the conclusion is that all email marketing messages should have a clear means to opt-out or unsubscribe.
Following these five tips will increase your email marketing success and decrease complaints, ill will, and being flagged as spam.
Janet Livingston is the president of Call Center Sales Pro, a premier sales and marketing service provider for the call center and telephone answering service industry – and who provides a call center matchmaking service. Contact Janet at firstname.lastname@example.org, or call 800-901-7706.
Peter DeHaan is a freelance writer from Southwest Michigan.
Should You Offer a Free Trial When Selling Answering Service?
Some answering services offer a free trial to new clients. Others do not. Both camps are adamant about their reasons for making this decision. While t...
Sales Support Pays Off Huge for Quality-Minded Answering Service
Supplementing internal sales and marketing with third party sales support is a winning strategy Cunningham Communications, founded in 1989, worked har...
Why You Might Benefit from Having a Multilocation Corporate Call Center
By strict definition a call center is a centralized place where calls are answered. However, technology now allows this fixed characterization to expa...
HIPAA Applies to Your Outsourcing Call Center, Too
As mentioned in “Five Things to Check Before Outsourcing Your Healthcare Calls,” it’s critical to hire a call center that complies with HIPA...
Fast-Track Lead Processing to Maximize Sales Outcomes
It takes time to process sales leads, which decreases close rates In looking at lead response times, we already know that the faster the lead response...
Call Center Sales Pro Taps Pete Gilhooly as Director of Hospital Call Centers
Pete Gilhooly, Telecom veteran with fifteen years’ experience in healthcare vertical joins Call Center Sales Pro FOR IMMEDIATE RELEASE: December 20,...
The Three Critical Metrics for Lead Response
Keep Total Lead Qualification Time Low to Maximize Results We’ve discussed how low lead response times affect the likelihood of being able to eventu...
A Slow Lead Response Produces Low Lead Qualification Rates
Maximize lead qualification rates by responding to inquiries fast A common complaint among salespeople is not having enough quality leads. They might ...