Get Going With Email Marketing And Keep More Customers

Get Going With Email Marketing And Keep More Customers

It's Never too Early:
We often talk with companies who aspire to​ reach many of​ the​ same goals we've achieved with email - regular communications,​ and enhanced relationships. Amazingly,​ many of​ these companies are considerably larger than us - but yet object on​ the​ grounds that they 'aren't ready.' Baloney! Email marketing is​ incredibly easy to​ get started - and in​ our opinion it​ is​ most effective when it​ is​ done with a​ philosophy of​ simplicity

Frequent Contact is​ Key:
Email marketing does not work as​ well for a​ one-time quick hit marketing strategy. Email allows you​ to​ build a​ regular,​ ongoing dialogue with your best clients and prospects. And that becomes self-selecting - those who most wish to​ do business with you​ will appreciate the​ regular communications. Those who do not can opt-out. it​ truly is​ a​ win-win.

Be Regular:
One of​ the​ real keys to​ success is​ how frequently (or not) you​ communicate. We occasionally provide special alerts,​ but generally,​ for us,​ once a​ month is​ plenty often to​ communicate. I firmly believe - and our results have confirmed - that regular but respectful communication is​ optimal.

Content is​ King:
Ultimately,​ for professional service firms like ours it​ is​ ideas that build relationships - and ideas are driven and supported by content. We strongly recommend the​ creation of​ a​ regular communications vehicle - whether an​ e-Newsletter or​ other vehicle. it​ has worked for us and it​ works for a​ number of​ our clients.

Be Brief:
We also have found that it​ is​ critical to​ keep the​ content out of​ the​ newsletter. While this may seem to​ be a​ contradiction to​ the​ previous point,​ it​ is​ not. you​ should let people know about your ideas,​ but not force them down their throats. Use the​ newsletter to​ point to​ your content (on your site or​ elsewhere) but don't try to​ cram it​ all in. it​ shouldn't take someone 10 minutes to​ decide if​ your newsletter is​ worth a​ read. an​ overly long,​ dense,​ hard-to-read newsletter simply wastes people's time. in​ addition,​ by keeping the​ content external,​ you​ can use click through analytics to​ see who is​ really interested in​ what content - and tailor your follow-up appropriately.

Keep it​ Entertaining.
We’re shocked by the​ number of​ dry,​ boring newsletters that clog our inboxes. We subscribe to​ many newsletters to​ keep up on​ our competitors,​ but we usually only read those that keep us entertained. Try adding a​ bit of​ humor if​ possible.

Don't Hard-Sell.
The flip side of​ the​ coin is​ when we see companies who feel as​ though they need to​ close business in​ every sentence. Email marketing is​ about relationship building,​ and it​ is​ something you're doing for the​ long- term - not a​ quick revenue hit. Even for consumer- oriented retailers,​ this fact still holds true- customer relationships are profitable when they are long-term,​ so your marketing efforts need to​ be oriented that way.

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