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 Lyle DeHaan is a freelance writer from Southwest Michigan.
Use an Answering Service to Block Out Time
People at all levels of business, in all sizes of businesses, struggle to find time to focus on key projects. Nowhere is this more critical than for e...
Selling a Distressed Answering Service
Prior posts have addressed the right time to sell your answering service, the wrong time to sell, and about leaving a legacy when it’s time to move ...
Why Insisting on a Stateside Call Center is an Ill-conceived Goal
When people reach a call center, they make assumptions about the agent and the agent’s location based on what they hear. While these assumptions may...
Use an Answering Service to Better Serve Callers
When someone calls your office, what happens? Don’t answer this question with what you hope happens or what you ideally want to occur but with the t...
7 Steps to Deal with an Underperforming Answering Service Sales Rep
If an answering service has sales reps they either produce consistent sales month after month or they underperform. Too often sales reps underperform....
A Professional Billing Service Provides Added Value to Answering Services
With the right software, anyone can generate telephone answering service invoices—and get them mostly correct. Yet it takes a company with unique in...
Use an Answering Service to Back-up Your Staff
In today’s fast paced business environment we all have more to do and less time to do it. Too often something needs to give. We skip some aspects of...
Use an Answering Service to Handle Your Office Hours Calls
Most everyone knows that answering services are great at answering the phone in the evenings and weekends, but they can also answer your phone during ...