Congratulations for taking the decision to jump onto the Email Marketing wagon. The fun is just about to begin. Email marketing campaigns gives you the chance to increase your customer loyalty and steady your repeat business. It’s easy to do, and it is very cost effective. Just remember though, as fun as it is, you have to also look out for bounced e-mail, unsubscribe requests, and spam complaints. So what you need to do is always remember the rule of the thumb - you want to send to the right email, to the right person, at the right time. Here is a list with what you need to do to utilise it best for your business.
Build Your Email List
Building an email list isn't easy. Fortunately, with Email Marketing it’s not about quantity it is about quality. Numbers are not what makes subscriber lists effective. An effective email list has opted-in, loyal, repeat customers, and some referral sources and interested prospects. Here are some methods to encourage users to subscribe to your list:
Place subscribe links on your websites and in your e-mail signature.
Put a subscribe form on your social media profiles that you are using.
Create downloadable content accessed via landing pages to collect subscribers emails.
Offer an incentive, such as a discount or a promotion, to join your e-mail list.
Ask for an e-mail address and permission in online shopping forms.
Include a subscribe QR code in your offline collateral materials.
Include a link to your subscribe form in your online advertising.
Integration with Social Media
Now that you have your subscribers list in place, it’s time to combine your emails with your social media. Think of social sharing as the new forwarding. Here are a few tips on how to integrate your Email Marketing efforts with your social media for wider exposure and engagement opportunities.
Place social share buttons in your e-mail content.
Invite your subscribers to follow / like / join you on social media.
Post a link to your email shot on your social profiles.
Put links to social coupons in your e-mails.
Put links to social events in your e-mails.
Upload your subscribers list to Twitter, Facebook, LinkedIn and Google+, this will give you a chance to connect and engage with your subscribers on social media networks.
What To Do So You Are Not Considered Spam
Here are some key factors you must consider to ensure your emails are compliant with the CAN-SPAM Act of 2003 and the 2008 revisions to the Act, which applies to all commercial e-mails (e-mails that have advertising, promotions, or information from a business website):
Send your e-mail to permission-based lists only.
Allow your email list subscribers to opt out permanently, free of charge and without asking for any additional information.
State your physical address in your e-mail.
Make sure that your email address and from name do not mislead your customers, and that the subject line is related to your content.
Now that you have the basics of Email Marketing, best of luck with your campaigns. One last tip - don’t forget to check your email campaign metrics. Take a look at the Open Rate, Click-Through Rate, Unsubscribe and Bounce Rate. This will give you an indication on how your client list responded to your campaign. Use this information to fine-tune your next campaign. Happy Marketing.