How to make email marketing work for you09 November 2004
Email is one of the most powerful marketing tools your business can have. It's cheap and fast and has a response rate that direct mail can only aim to achieve.
To get started with email marketing you need a plan. Decide on whether you'd like use an email newsletter or send isolated direct emails around product launches and developments.
Once you've got your plan, your next step is to build an email list. First collate the details of your current customers and then expand your reach through news groups and forums in your industry.
However, the key to making email marketing work is to set some rules:
- Build trust by having a policy that assures your customers you will not pass on their details
- Use the same tone of voice you would use if you were having a conversation with them.
- Make it obvious why you are sending the message.
- Make it easy for the recipient to unsubscribe.
- Don't spam your customers. Limit the amount of times you mail them.
- Combine email marketing with promotional activity to get some real results.
- And finally, monitor the number of people who unsubscribe. If the number is increasing, revisit your plan.
Tip: If you're sending direct mails - make sure you use the 'Bcc' function to keep your customers' details private.
