Email is not quite dead yet, even though social media makes it seem that way at times. With smartphones, it is easier than ever to instantly access your email, giving you even more potential to market to your customers. That said, email marketing can be a tricky business. Customers, in a drop of the hat, can add you to their “spam” folder and that’s the end of that, so there are many factors to consider when starting your marketing campaign. Below we cover three important things to think about for your email marketing campaign.
Think About How Your Emails Will be Perceived by the Customer
The first thing to remember is to make sure you get permission from the customer to receive your emails. Just because a customer buys something from you, doesn’t mean that they want to be bombarded with emails about everything your company has to offer. That said, always allow an option for your customer to decide if they want to receive emails, and be specific about what the emails will offer, from deals to calls to action to new products that your business is offering. Without permission, emails can be just as annoying to your customers as getting a random telemarketing call. Also make sure to mention how frequent your emails may be. Some people do not like getting emailed every day.
Think About the Content and Formatting
The meat of your email will be its content. Do you really want to send your customers lifeless offers? No, your emails should be engaging with vivid imagery and words which sound like you are on a first-name basis with them, as well as fonts that look professional, so no Comic Sans!
That said, make sure that the offers make sense as well, being relevant to what the customer has ordered and making sure that they are timely and seasonal. You wouldn’t want to offer deals on summer products when autumn is around the corner, for instance. At the beginning of the article, it was mentioned that many people check their email via smartphone, so make sure that your emails are mobile friendly as well. People will get impatient if it takes them minutes to load a simple message. Make emails that make your customer feel like they’re a part of something.
Think About How Your Customers Can Get Involved
Don’t just offer your customers deals and promotions, treat them like they’re part of a group! Send them polls, ask them to participate in surveys, and above all, encourage feedback. Don’t be a soulless entity who simply ignores all replies, encourage constructive criticism and ways to improve your email marketing campaign. It’s a win-win; the customer feels like they’re part of something, and you can collect feedback and use it to build onto your email campaign.
When marketing through email, you may wonder if you’re going to annoy your customers, but if you take these precautions, email can become a very powerful marketing tool for your business. So give email marketing a try if you have not.
About the Author
Zane Schwarzlose is an SEO at Fahrenheit Marketing LLC in Austin, Texas. Zane doesn’t particularly like email marketing personally.