Email is a great way to keep in touch with your clients and prospects. It is an easy way to say hello and to remind them that you are there and ready and waiting to do business with them.
It’s also reasonably cheap to do. There is obviously the time it takes to write and design your email to consider, but compared to other marketing activities, such as printed mailings, the cost is minimal. In addition, there are great platforms, such as Mailchimp, which can help you to create a beautiful looking email and, with the click of your finger, your message is delivered to its recipient; easy?
And that’s why it feels like everyone is doing it – so, how do you cut through the noise?
Take time to plan
Like any marketing activities, there needs to be a solid plan behind your email marketing so that it integrates effectively with your other marketing channels. This ensures your content is varied and that you are emailing people with relevant information. We’ve all got those emails in our inbox that say the same thing every time. Do you pay them any attention? Probably not. A solid plan can help you stand out from your competitors.
It’s not just what you say either, timing is also key.
As long as you’re providing valuable content, it is likely people will want to hear from you…however sending emails every day is likely to irritate them. There is a clear line between bombarding your prospects and not sending enough emails. A customer survey where you ask about communication could help you determine the optimum amount of times to contact them.
You also need to consider when you send your emails for maximum impact. This can largely depend on your audience but as a general rule, Monday’s are a bad day – people are just settling into their week. Fridays are also not great – people are ready to unwind and are coming off their emails. Be mindful of the time of day and day of the week when scheduling your email, as it need to be when your audience is most receptive.
Lastly, think about what happens to the unopened emails? Do you resend these? We’d recommend re-sending to these people about four days after the original email is sent. Bearing this in mind, don’t then send another email a day later. Map out your email journey to be sure you leave at least a few days between communications.
Content is king
People love buying, but they don’t like being sold to. If the emails you are sending out are just sale, sale, sale, it is very likely you are putting your customers and prospects off from using your business. Emails should add value and be something your recipients look forward to receiving – it is all about building relationships and awareness of your brand.
Make sure the message is about how you can help your clients and prospects. Make it about them and not you. Talk about benefits not features. Check that your email uses the word ‘you’ a lot more than it uses the word ‘we’ or ‘I’.
Email marketing is also a great way to drive traffic to your website. Include links to further information or relevant sections of your website. Be sure to always have a call to action such as ‘Click here!’, ‘Buy now’ or ‘Call us today’, embedded throughout your emails.
Continually monitor and evaluate
Email marketing is a really measurable tool.
Many email sending systems will provide you with stats of who has opened what and if people have clicked through to your website. Using these statistics, you can follow up leads more effectively as they are likely to be warmer than just calling someone out of the blue. It can also show you what type of emails are popular, allowing you to feed this back into your marketing plan.
Always monitor and evaluate your plan using these statistics. If people are opening your emails at 7pm on a Wednesday, great! Always schedule for then. If people love the jokey news sections – add more. Got an image that has been clicked on more than the others – find more of the same.
It sounds obvious but so many people fall at this crucial hurdle. It’s very easy to think we know best, but the stats don’t lie – use them to your advantage and you won’t go far wrong.
Need help with your email marketing? Give us a call on 01949 833593 or book a complimentary consultation today.