Knowhow: Inbox Power | Advice for getting the most out of e-mail marketing
E-mail marketing and e-newsletters are still very much in the budget for marketers in 2010. They are relatively inexpensive, measurable, and can be a powerful way to communicate with customers and prospects.
E-mail and e-newsletters keep you in front of your customers and prospects so that when a need arises, your company is top of mind.
There are a three key considerations for creating an effective e-mail marketing program: content, format and deliverability, and developing a mailing list.
Content
Content is king. No matter how you tweak the rest of your e-mail, your content is what will keep people reading, responding, and coming back for more. Always lead with fresh, compelling information that is of interest to your audience. Talk about their needs and how you will fulfill them. If you do that well, your readers will respond to your offer and forward to their friends and colleagues.
We recommend you create a regular e-newsletter that is sent monthly. In it, demonstrate your expertise with educational articles, then highlight your products and services. For instance, the e-newsletter for the Massachusetts Manufacturing Extension Partnership (www.massmac.org), a Worcester-based training organization for manufacturers, discusses the state of manufacturing and statistics about its impact on the economy. Training programs are also discussed. In between the e-newsletters, e-mails are sent highlighting upcoming events.
The single most important part of any e-mail program (or direct mail or advertising) is the “offer.” What will you provide people when they respond? An informative article? A coupon? A chance at winning a prize in a drawing? Make it a compelling offer and feature it prominently in your e-mail.
Don’t make it hard for readers to decide if you want them to take an action. Be clear. Draw attention to the offer with colorful graphics that are noticeable. Be specific, add context, avoid using generic words like “Download Now.” Instead, try “Get Article.”
Format
You may have the best content in the world, but if it can’t get through the spam filters to the recipients’ in box, what’s the point? The best first step is to use a credible e-mail service provider. Many small businesses start with a company like Constant Contact or Sparklist.
Mailing List
Your in-house mailing list will end up being one of your most valuable assets. Collect e-mail addresses throughout your marketing program. At networking events, collect business cards. When you run ads or send direct mail, ask people for their e-mail addresses when you direct them back to your web site to fill in a form.
Beware of renting e-mail addresses as. These lists usually show lower performance than in-house lists. If you do rent, make sure you only get “opt-in” lists – ones where the person has agreed to be on the list. Otherwise you run the risk of angering people who see your e-mail as spam. When someone asks to be removed from your e-mail list, make sure you fulfill their request as soon as possible.
Shari L.S. Worthington is president of Telesian Technology, an online marketing firm based in Worcester. She can be reached at sharilee@telesian.com.
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