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Getting the Most Out of E-Mail Marketing
Among the ever popular forms of marketing such as TV and radio ads, billboards, fliers and business cards, e-mail is another popular way to stay connected with current and future consumers. But how do you establish an e-mail list that won’t “spam” your incoming messages? And how do you keep people on that list?
The best way to establish and keep a successful e-mail marketing list is to offer a list sign-up on your website and other marketing materials. That way, people who are interested in your product and special offers, and who want to hear about them, will be the recipients of your e-mails, which will help to keep them from being marked spam.
Additionally, provide a confirmation e-mail whenever anyone signs up for your list, that they are required to confirm their subscription to your e-mail list by replying to the e-mail or clicking on a link contained within the text. That way, you have full confidence that those who sign up really want to receive your e-mails. I also recommend that you prompt new subscribers to add your company’s e-mail address to their “safe” list, so your e-mails don’t get booted to the spam box automatically.
You might also consider added a “tell a friend” or “e-mail a friend” option to your website, so that when someone sees something they like, they can share it with other consumers. This will help to expand your e-mail list and your market.
Whose It From?
Be sure that whatever is listed as the “from” for your e-mails is something your clients will recognize. In other words, use name of your business, rather than “Bob.” If recipients don’t recognize who the e-mail is from, they will more than likely delete it or mark it spam, even if they did subscribe to your e-newsletter.
What’s It About?
Equally important is your subject line of the e-mail. Be sure that it provides the recipients with enough information for them to know what the e-mail is about. If you send a weekly newsletter via e-mail, then put “Newsletter” in the subject line, along with a brief blurb as to what information is contained within. Catch their attention with something intriguing and they will be more likely to read the full text of the e-mail.
Keep in mind that the text of your e-mails needs to be relevant and appealing to your clientele. Make sure you include any new information about your company that you want to share with consumers, as well as any specials you have going on at the time, the subject of any blogs on the website and the like. Keep the e-mail brief, with links to your website available throughout. After all, that is the ultimate goal, to get people to visit your website. Leave them wanting more from the e-mail so that they check it out.
It’s important that you be sure to focus on the above elements when e-mail marketing because, even if someone willingly signed up for your e-mail list, they could spam your e-mails or unsubscribe at any time. You don’t want to give them any reason to do that. So don’t bombard their inbox with an e-mail every day and keep what you do send interesting.
• Entrepreneur.com: Making It to the Inbox
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