Email Marketing – What it is and How to use it

Email marketing is a great way to generate traffic to your business website.  Simply by promoting products, services, and providing useful information to your customers and clients, not only will you be attracting visitors to your website, you will also be keeping your brand alive in the minds of your customer and client base.

In this post, we look at useful email marketing tips.

IMPORTANT: Obtain the email addresses in a legal way

It is very important that when you are trying to build your email database, you must ensure that you are doing so with consent of the subscriber. Subscribing an email address to a mailing list is potentially illegal and may in some cases cause legal issues or cause reputation loss.

Please ensure that you do not do any of the below:

  • Never purchase an email address list, no matter where it’s coming from.
  • Never manually or automatically collect email addresses from websites or also web directories
  • Do not borrow any email address databases from other companies
  • Do not rent email lists unless it’s coming from a reputable company that is legally compliant

And ensure you do the below:

  • Anything you use to collect email addresses, ask for explicit permission to use that email for marketing purposes.
  • Send welcome emails to new subscribers to the database to re-inforce the agreement

Have an ‘Open me now’ Title

The importance of a good title cannot be overstated.  If your title fails to engage and capture the interest of the reader they simply will bin it.  People respond well to special offers, the promise of success, something free, and so on and so forth.  Always take the time to come up with a good email title.

Copywriters are taught the value of a title as follows:

“A person receives three emails, one is a bill, one is a personal email from a friend, and the other is your e-shot.  Which one do they open first?  Unless you have an open me now title, it is clear yours will probably not be opened at all.”

Personalise your Emails

Any email marketing provider worth its sort will provide you with the capability to personalise your emails.  So instead of ‘Dear Valued Customer’ you have ‘Dear Laura’.  This subtle touch could be the difference between landing a customer and client, or not landing them at all.

To this end always ensure you sign off your emails as a person rather than a company or department.  People prefer dealing with people, and they like to put a name to the email sender.

Measure your Email Success Rates

Open rates measure the success of your title.  It is not a good measure of your email in itself.  To measure the email’s effectiveness, you have to measure the click-through rate (CTR).  This will tell you if your email is a success.  This can be taken further by seeing if someone bought or went for your special offer if you offer one.

Ensure Context between Email and Landing Page

The importance of context between traffic driver and landing page cannot be overstated.  Although this is widely known for PPC advertising, not many deploy it in their email marketing to their cost.  Whatever you do, ensure that your email and landing page have context.

To this end ensure the branding is consistent and the same title runs between the email and the landing page at the very least.

Unsubscribe Button

It is extremely important that each email used for marketing purposes contains an unsubscribe feature. This is important so that if a subscriber is not interested anymore in the emails that you are sending out, they have the option to unsubscribe, and remove themselves from the list. Also make sure that all unsubscribe requests are honoured in the shortest time possible to avoid the user getting frustrated, and start marking your emails as spam.

Email marketing is a very effective marketing channel, especially if used in combination with a professionally designed business website.

This Makes Sense, What Now?

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