Putting the pieces together for Email marketing
Top Ten Criteria for Building a Successful Online Newsletter
By Gregory Johnson
If you're like me, you have too many unsolicited emails filling up your mailbox. Yet, like me you're also receiving valuable email newsletters and special offers which you have requested through opt-in lists. I receive nearly two dozen e-newsletters a day which help me stay on top of my business, yet I also receive a lot of undesirable SPAM.
E-letters
sent at appropriate intervals, can help foster better relationships between
clients and customers. They can be sent to your prospects, clients,
friends, industry contacts, the press, and many other interested parties
who have given you permission as opt-in subscribers. They can
be sent en-mass to everyone at once, or in stages. You are free to send
on a regular basis (usually twice a month,
though there are some exceptions).
The great advantage is the efficiency with which you can send relevant, interesting and compelling communications to many people at once. Imagine your best customers and prospects reminded of the great work you do (and the interesting things you can share with them) on a regular basis while you artfully ask them to respond or interact, or remind them of why they should give you an order. There's no limit to whom you can ask to join your list. As long as they say okay online (through a specific double opt-in process)... you're okay. You can put the request to join in the signature of your emails, on the pages of your site, and in many other aspects of your marketing.
The top ten considerations for Moving Ahead with email marketing...
- Effective, well conceived email drives visitors to your website with offers, news and special content. However, you must consider your customer first. What do they need from you? What content will interest them? Forget about your immediate need for sales. Put your customer first and do something helpful.
- Email can work independently, or in conjunction with what you're currently doing. In fact, it can dramatically improve your current marketing by its timeliness and immediacy.
- E-newsletters sent to opt-in subscribers, can help cement relationships while spreading the word about your firm and your work.
- It is highly targeted. People don't sign up for things they don't need, or want. Your opt-in lists if maintained correctly, will ensure that you'll see little, if any waste.
- Email can anchor your marketing. Coupled with a useful and informative website, email newsletters provide a natural extension in reaching out to your prospects or customers, and bringing them back to you creatively, with news, information and special offers.
- It sends a consistent message of corporate health and longevity when it has been well conceived and executed.
- Email marketing can bring new sales leads which you would not receive otherwise. It adds a new dimension, new results.
- Email fits the times (the zeitgeist of the age). It's all about innovation.
- Clients often prefer this form of contact. It's quick, easy and convenient for them (some corporate accounts are removing the welcome mat for persistent salesmen).
- It has grown in popularity because of its effectiveness and low cost.
Here Are the Pitfalls — What You Don't Want To Do:
- Don't send any direct solicitation emails (with or without attachments) to people whom you don't know, or had any previous relationship.
- You don't want to send or 'blast' any contact lists which have been compiled or purchased (permission cannot be transferred) as a blanket email solicitation.
- You're okay if it is personal or transactional (i.e. someone you know personally, whom you think will be interested, or as part of a customer transaction). But don't repeat these emails, or try again later, if they don't sign up the first time.
- Double opt-in subscription (which ensures your subscribers have hit a 'confirm' button sent by the listserver) is the only sure way to comply with CAN/SPAM legislation.
Of course, there is some effort or expense in preparing each issue, but this represents an effecient and well conceived investment. It's important to get off to a good start.
Your biggest asset will eventually become the subscriber list, which you build over time as you request subscriptions and opt-ins from current business relationships and website visitors. Your personal email signature and website should also carry compelling invitations to sign up. Ditto for your traditional marketing effort. Bring 'em to your new e-newsletter with an offer or special invitation.
If you do it well, you will soon have a growing list of people who'll want to hear from you regularly. People who respect and like what you're doing and who'll be interested in responding to your message.
