Thinking About Email Marketing?
Thinking about marketing emails for your business? Here are a few things you should consider before you hit “send”.
Email is a powerful tool for expanding brand awareness, generating leads, and driving sales. But before you dive in expecting email marketing to work like a magic wand, let’s look at a few key things to keep in mind while you are thinking about email marketing.
1. Make Sure You Take a Long-Term Approach
Consistency is critical to your success. We see many companies start using email marketing only to stop a short while later when they don’t experience overnight success. Success with email marketing is going to take some time and some work to fine tune and test for maximum results.
Starting out trying for a massive grand slam homer is a common mistake. We all love to hear about those folks who generated thousands of dollars while they slept or created 6 figure incomes in 30 days. But those “overnight success stories” typically don’t include a lot of information about the time that was spent learning, testing adjusting, and scaling before that big email marketing payday hit.
2. Make Sure You Build a Good List
Still thinking about email marketing? Good. A big mistake we see new email marketers make is purchasing or renting a list. Not only does the list you buy typically contain a lot of spam traps and junk email addresses, you can rest assured that nobody on that list has any idea who you are.
The junk email addresses will cause your deliverability to tank.
The lack of credibility and rapport will actually work against you.
It is worth the time to build a real list of prospects that actually have requested your information.
3. Did You Choose a Good ESP?
Pick an email service provider (ESP) that’s right for your business. You’ve been thinking about email marketing for a while. You are ready to commit to a long-term email marketing plan. You have built a healthy list of subscribers who want to hear from you.
Make sure the ESP you choose can get your message delivered.
Pricing will be a factor. Will your expenses go up as your list grows?
If you are testing a few services out, be sure to take advantage of the free trial offers to find the right fit for your business.
4. Is Your Message On Target?
Relevance is important. When they signed up for your emails, they had an expectation of the kind of content you would be sending them. Your subscribers expect to receive the kind of content you promised.
Give your prospects what you promised them. Keep the content on target and be sure to add value.
5. Are You Using Best Practices?
Send emails responsibly and lawfully. Email marketing has powerful benefits. Email marketing also comes with responsibilities. Because of this, following best practices is a must. Until they become second nature, here’s a checklist to use as a guide:
Never add anyone to your list without getting their direct consent. Everyone should opt-in.
Stay away from buying or renting email databases. Your credibility and sales will suffer.
Don’t use a no-reply email address. People should be able to reply back directly to you.
All your email messages need a visible ‘Unsubscribe’ link.
Keep your message on point and honest. Don’t deceive or mislead with your content.
Lastly, follow email sending laws in the countries your customers reside in. Be aware of the General Data Protection Regulation (GDPR), the CAN-SPAM Act, and other regulations.
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