Business owners who just start out with marketing via email campaigns are usually unfamiliar with the proper etiquette involved. There is a certain way to handle email promoting professionally that will keep your customers happy and looking forward to receiving communications from you. Keep reading for some useful tips on the proper etiquette for marketing via email.
Create email copy which is personal and endearing. When you are seen as a person, as opposed to a generic email, your customers will respond with their business. You can use their name, mention items they might like based on past purchases, or show them items in their favorite color.
Find out who your audience is and then target their wants and needs. As you increase your readership, encourage your subscribers to have their friends opt-in to receive your emails, too. Always include a subscribe link in your email; hopefully people will pass it on to their friends who might have an interest in what you have to offer. Your customer base will grow easily and effectively.
Try using A/B testing on your subject lines. Take one email and choose two different subject lines for that email. Split your mailing list into two groups and send each group the email but with the different subject line. You will be able to see which subject lines encourage people to open your emails and which ones you should avoid.
Try out new formats with your email. Always place new offers and the most vital information at the top of the emails you send. You should however experiment with various formats in order to identify which format elicits the most responses. When you find a format that is effective, stick with it. This will ensure your customers will know what they are getting from your emails and where to go when they need more information.
Consistency is important. Make sure to be consistent with your colors and branding in your emails. Make sure that the font you use is readable. With enough exposure to them, your subscribers will come to find your consistent emails distinctive and start paying more attention them. Cultivating familiarity (or branding) is an important part of marketing, especially through email.
Use a double opt-in procedure that will ensure that your subscribers really desire your emails. This will protect you from spam complaints, possibly saving your website from being shut down by your host over reports that you’re sending out unsolicited email.
Limit yourself to sending only one email message each week. It is likely that your customers receive many marketing and other messages each day. If you send too many messages, your customers may just tune out your messages and only read the messages they deem important (and marketing messages are never deemed important).
Avoid sending major email promoting messages around holidays. Because people are not checking email as frequently around these times, your email is more likely to be ignored. There are, of course, exceptions. Emails about special promotions like Black Friday are exceptions to this.
As time goes on, more and more of your subscribers will be viewing your emails through a mobile device such as a smartphone. These devices have lower resolutions compared to computer monitors, giving you less space to use. Understand the limitations that mobile devices have, and find ways to work around them.
Do not send emails that use images to convey the most important information. Most email clients today, especially web-based ones, will not properly display these images. If your messages heavily rely on images, this could cause them to appear unappealing, or even completely unreadable. Always use clear text for the most important information you want to convey, and use descriptive alt tags for any images that you do use.
Mix up the format of your emails every once in awhile to keep things interesting. If you use HTML in your messages, try sending out a basic text email instead. When well-written, this could give your consumers an emotional avenue when it comes to your services and products.
Show customers that their time is valuable by sending them only the most pertinent information in your emails. Don’t constantly send customers blatant sales petitions. Try to illustrate ways a particular product can solve a problem, or perhaps implement some sort of promotion in the emails you send out.
Stay away from including emails on your emailing database that have not been directly opted-in by the specific subscriber. If you add people who have not subscribed to your e-mails, you will develop a bad reputation. As well, you may find that your email service provider may kick you off the service for violating spam rules.
Keep in mind that you are developing a reputation as you utilize marketing via email. Avoid common pitfalls such as taking shortcuts, sending information to the wrong client groups, or deliberately misleading customers. The reputation of your business rests on every contact with your customers, even by email.
Test your email promoting across multiple email platforms prior to sending your campaign. Once you create a template that looks perfect from where you are, try it on a variety of browsers, operating systems and email clients. An email will look much different when viewed in Gmail than it does in Microsoft Outlook, for example.
You should be honest about the kind of content you will be sending via email before people register for your list. Let them know exactly the types of emails they will receive and how often they will receive them. This will ensure that your new subscribers will not be caught off guard by the content or quantity of the emails that they receive.
It is crucial that the owner of a business follows certain marketing via email guidelines. Treat your customers as you wish to be treated yourself and you’ll find that they buy from you time and time again. Use what you’ve learned to cultivate an email list full of happy customers.