It’s true. Email has been around for what seems like forever. But, it’s also true that email still delivers the biggest bang for the buck, still more than $40 for every $1 invested. Unlike other social media, you can track exactly from where leads, new customers, and revenue come. If you use an integrated platform like Venntive, you can track every click, whether it’s a broadcast or a one-off email. When every dollar counts, it’s smart to focus your efforts on a proven quantity.
There are tons of articles with tips about how to effectively use email to build your business, your brand, your reputation, your customer service, and your bottom line. Even as email marketing features become more sophisticated, allowing you to target your subscribers, the basics of smart email marketing and communications that keep people coming back for more and telling their colleagues never go out of style.
1. Be visionary.
Look beyond just “blasting” out a monthly “one size fits all” newsletter. That’s so last millennium! Your clients and customers, not to mention your bottom line will appreciate the extra effort from customization, personalization, or the unexpected geo-specific information that’s possible with many of today’s email marketing applications.
2. Be easy.
Make it easy for people to subscribe to your updates and offers. Make it easy for them to get downloads. Make it easy for them to sign up for trials or samples. Building a relationship with people new to your site and emails is like building a new friendship. Make it easy by just asking for a little information, e.g. email address and name, before you start asking about their family history!
3. Be consistent.
It is easier for everyone when you set up an editorial calendar. This easily extends beyond email marketing to include any other social media that is part of your overall marketing strategy. Oh, don’t have one of those? Get one for the new year! Having a schedule to follow makes it easier to write content. Really!
Set up reminders on the calendar app you use for deadlines to create as well as send. Email twice monthly? Budget an hour for that. Posts to social media? Budget 10-20 minutes once or twice a day.
Keep a notepad and pen nearby to capture ideas. I also use PinIt, ReadLater, PressThis, and BlogThis to capture articles of interest and create quick drafts of blog posts and email article ideas, as well as Venntive for writing and scheduling posts.
4. Be relevant. Be real.
People give you their contact information with the expectation that you’re going to deliver content that is aligned with what you do, what you write about, what you’re about. So, deliver that! But, don’t be hesitant to surprise people…in a good way with bonus content that goes off on a tangent a bit. For example, if you’ve discovered a great restaurant or had an extraordinary vacation, share it! Yes, this works for business. It’s part of being real to your readers.
5. Be available and prompt.
This kind of fits under the Easy category. Provide clear directions on how to best communicate with you and when and how they can expect a response. And, then, keep your commitment.
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