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3 Recommendations for Email Marketing Success
by Mackenzie Fogelson, M.A.
Printable Version
Without a doubt, Email Marketing is a powerful marketing tool. It is also a great sales tool, business development tool, and can be used to improve your search engine rankings. Keep the following 3 recommendations in mind for your next Email Marketing campaign and you will be sure to experience success.
- Don’t Sell Yourself
The number one goal of any Email Marketing campaign should be to establish your company as a valuable resource for your clients. If you can do this, the sales that you would like to generate by using this marketing tool will most certainly follow. The trick is, learn to sell your services without actually selling anything.
For a moment, think about your target audience. What are their needs? What are their weaknesses? What are their fears? What makes their job difficult? The answers to these questions are excellent topics to address in your next E-Newsletter.
What books are you currently reading to become more knowledgeable in your field? What articles do you read each week that discuss current issues or future concerns in your industry? Think about how this information could be useful to your target audience. Use it to remind them that you are the expert. Help them to view your company as the only one to go with when its time for them to choose.
- Connect with Your Recipients
One of the main reasons that companies use Email Marketing as a marketing tool is to maintain a connection with a select group of people. Connecting with this select audience helps to build awareness and strengthen brand identity in the hopes that someday a sale will be made.
But Email Marketing can be used to connect with a select audience through more than just your quarterly e-newsletter. The subject of Email Marketing can be used as an excuse to make a phone call and connect with the recipients on your list. Give your recipients a follow-up call, (or if they prefer, send them an email) and ask them for feedback on your E-Newsletter. Explain your purpose in utilizing this marketing tool and reiterate the fact that your number one goal is to serve as a valuable resource.
Connecting with your recipients this way will not only improve your relationship with your clients, but will also make your Email Marketing campaigns much more effective…and successful. This is a very personal way to remind your current and potential clients that they are important to you. This is also a great way to check for quality in your email list, ensuring that all of your recipients truly want to receive the information that you are sending.
- Maximize Your Content Efforts
The effort that you have made to generate content for your latest E-Newsletter doesn’t need to stop with this quarter’s publication. That same content can be incorporated into your Website for additional search engine benefits.
Because search engines love content, every time you publish your E-Newsletter content to your Website you are giving the engines more information to crawl, and yet another reason to visit your Website often. These efforts can boost your rankings, which can result in directing more targeted traffic to your Website.
Do What Works for You
As with any type of marketing, trial and error is part of
the game. Exercise patience. Emphasize quality, not quantity
with your list. Experiment with different approaches over time in
your Email Marketing efforts. Determine what strategies work
best for reaching your target audience and utilize that information
to generate desired results.