E-mail Marketing Campaign: Four Steps to Guarantee Your Campaign Falls Flat
There are any number of pluses to a organized e-mail marketing campaign. But as such, a bad campaign is capable of driving off old customers while picking up no new ones. How do you avoid these mistakes? Let’s look!
Know What You’re Doing First
Know what you want to write about. How-to articles? Unique offers? Corporate news? Create a clear vision in your mind before you get too involved. Make sure your employees know about the email advertising campaign giving them the ability to take on any questions posed by consumers. On top of that, know in advance the information you’ll need from the subscriber. Plenty of organizations compile an e-mail list and gather ordinary information (name, address, e-mail, etc.), then learn that they should have also asked more detailed questions for filtering their audience further. The last thing you want is to badger your constituents over trying to get a few more pieces of info.
Don’t Bite Off More than You Can Chew
This actually means 2 things. First, it’s a smart idea to stay away from opening your e-mail campaign with 2-3 newsletters per week. Start small. A newsletter that comes out monthly, semi-monthly, or even quarterly would be appropriate for starters. If you start too fast, readers will be let down if you can’t keep the pace up. The other thing is don’t stuff your publication with too much information. A good newsletter can turn into a boring one quickly, and you don’t want readers to become uninterested.
Stick With a New Business-Only E-mail Account
As simple as it is to make a new business account for e-mails, it boggles my mind how people still choose to make their one personal account a one-stop shop for everything including business. Avoid this. It comes across so much more business-like to have a corporate-sounding e-mail than, for instance, lovebug255@hotmail.com. Or let’s pretend an employee has chosen bob_smith_315@gmail.com but doesn’t remain employed with the company? This leaves you with the dilemma of customers send e-mail to a non-employee. So you see the benefits of staying with company e-mails.
Don’t Spam.
This one goes without saying. The organization either appears cheap and unscrupulous or desperate and in serious trouble when you spam. Each of these is pretty negative, so ensure that you’re not forcing your publication on people who didn’t request it.
Assuming you lead your e-mail marketing campaign properly, you’ll have loyal customers who are more than happy to return to you over and over. Happy customers also means new customers via word-of-mouth. This makes everybody feel good!
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