Email marketing is the final piece of the jigsaw in our Online Success Course. It provides a great opportunity to develop some really cost effective sales. This section focuses on maintaining regular communication with the people who are already in touch with you. These people already know your brand and what you do, but in keeping in touch with them you have the opportunity to upsell or cross sell additional products or services that they may require.
To approach email marketing correctly, you need to understand your audience’s needs and wants. It’s never going to be successful if you simply list all of the things you offer and hope that people will click through and buy.
You also need a clear understanding of what somebody may want to receive in emails that you send them. By staying within the boundaries of what your customers want and need, you can avoid falling into the trap of email spam, which will always do more harm than good.
Email Spam is quite an interesting topic and often provokes the question “How often can I email before it actually becomes spam?” The answer is that it’s not about frequency, it’s about content. If somebody was sending you emails filled with valuable information every day and you needed that information for your business, then does every day become often?
However, if somebody sent you a sales letter every week or month trying to get you to buy something that you weren’t interested in, then that is spam. It is therefore important to focus on providing good, valuable content to the people who are most likely to be interested.
If you’re going to be writing emails specific to your audience’s wants and needs, then you’re clearly going to need to create different types of emails to send to different people. You will need to find ways of segmenting your list of contacts, so you can send the most relevant messages to the people who you are most likely to convert into customers.
Now, there is a good chance that some recipients will request that you don’t send them any further emails. They aren’t interested in your message and have more than enough emails to fill their time. For this reason, you need to make it easy to remove them from your list. This is one of the reasons why you should definitely look at emailing through an Email Marketing System rather than sending emails through Outlook.
There are a couple of legitimate reasons why using an emailing system is strongly advisable. Firstly, you want to avoid getting your IP Address blocked.
If somebody doesn’t want to receive your emails and they complain to an email spam software system, such as Spam Cop, your IP address can be blocked. The IP Address is the location and identity of the computer sending the email. The last thing that you want is your business email being blocked. So, this is the primary reason for using a third party email marketing system.
Secondly, an email marketing system is designed to manage a substantial volume of emails. If you want to send more than 50 emails at a time, then you can’t do that in your Outlook program, but this is not an issue for an email marketing system. It also allows you to schedule pauses between those emails, so that the receiving system doesn’t class those emails as spam.
The third reason is that these systems are so much more efficient. You can use them to segment data, automate emails and schedule emails in addition to a number of other valuable features. These systems can make your email marketing campaigns more efficient and less time consuming, so they become more achievable.
Although you may be sending in excess of 50 emails at a time, I would suggest that you write your email content as though you had written it to a single recipient using Outlook. Whilst using email marketing systems does allow you to create graphics, it isn’t advisable. For a start it is a bigger document to send, it takes time to load and it just screams out “this is a sales pitch”. When I send out an email, I write it exactly how I would write it if I was writing from myself personally to the reader, from Outlook.
Another great feature of these systems is that they will track your email marketing for you. This is a highly valuable tool, so you can measure the effectiveness of your email marketing campaign.
Take some time now to think about the people you know who may be interested in hearing from you with a specific product or service that you offer. Audit the communications that you’re already having with your existing customers and what messages you are sending to those who could become your future clients. List the people that you communicate with and what it is that you communicate with them and how this could be developed.