Email marketing is a very strong marketing tool mainly because it is effective, cheap, and quick.
This marketing tool, however, will lay a few hindrances on your way that you have to overcome. One of these is the dreaded email spam. You should know here that simply following the legal definition of ‘spam’ and satisfying those criteria is not enough. For recipients, spam can be just about anything they did not expect or did not want. They are also always wary of emails that their account identifies as a threat and says to them that they ‘may be spam’.
So, how do you overcome all these obstacles?
Step 1: You Build a List
In order to build a list of subscribers who really want to receive your emails you should be very clear right from the start. When you give your customers the option of subscribing you should tell your customers WHY they should subscribe. You should be honest with them and you should let them know what you have in store for them. Tell them what they can expect to receive. This may include newsletter, general information, updates, coupons, deals, and so on.
Step 2: Learn what your Subscribers Want
When some subscribes, the first thing you should do is ask what they want. Not everybody wants to know of everything that you are doing. Some may only be interested in the deals while some others may want updates. Ask them what they are looking for and deliver only those emails. Also, ask them when they want to receive emails. Some may not mind daily emails but many have a problem with that. Some may only want weekly updates while others may want restricted emails only once in two weeks. Cater to their needs.
Another point to remember here is to make the email engaging. It should speak to the recipients in order to have the right effect. It should be as if you are having a real conversation with the person.
Step 3: Learn that Variety will Not do you Any Good
We always hear that variety is great. There are exceptions and email marketing is one of them. With email marketing you need consistency. Consistency applies to timing, content, and frequency. You will know what frequency you should send emails at if you ask them beforehand. You should maintain that throughout. The same applies to the timing. Don’t send emails weekly for a month and then start sending them daily. That will irritate your customers. You can do the opposite, though. In case your customers don’t open the emails that you send on a daily basis, you can reduce the frequency and timing.
In three steps you can engage in effective email marketing.
Email marketing is effective only when done right. If you get careless your emails will end up in the spam folder and people will start unsubscribing very quickly. Build a trustworthy list and then give your customers what they are looking for. That will help you significantly.