Email Marketing is a simple way of sending a message to everyone in your database at the touch of a button. If done the right way, it is probably the most effective marketing tool there is.
Unlike traditional postal mail outs, Email Marketing management systems like MailChimp can track how many subscribers have opened your email and which links they’ve clicked on, etc.
It’s a cost effective and time efficient way of getting your message (via mailers and newsletters) directly into the digital mailboxes of the people you want to tell.
However, there’s a fine line between being helpful and being pushy. Generally speaking, when it comes to email marketing, less is more.
But how much is too much, you ask? Well, it’s best to leave your subscribers wanting more, where they look forward to opening your email and reading about your latest news/offers/events when they see it land in their inbox.
Okay, maybe “look forward to” is a bit optimistic for some – if you can avoid a virtual eye roll (unsubscribe) and encourage your subscribers to click on a link to something you’re offering, you’ve cracked it. Even if they open the email and don’t click on any of your links, it’s a great start because they’ve actually looked at what you’ve sent.
Think about the marketing emails you receive. Do you open them? Do you read them? Do you click on any of the links? Any you can think of that you just answered yes about, they’re doing it right.
Maybe they’re just offering something that’s of interest to you at the moment? Maybe they don’t send too many, just when they have something important or useful to say? Maybe they don’t make you feel like they’re being pushy with their tone and content? That’s exactly the way to do it.
If you’re sending too many, you’ll know about it when people start unsubscribing. You’ll also be able to work out how you’re doing based on the open and click rates.
If your averages start to drop, slow it down a bit. If you really have a lot to shout about, you could incorporate two or three key messages into one email so it’s more of a condensed weekly/monthly update with useful bite size information.
This isn’t to say you should stop sending regular marketing emails. If you hardly ever send anything to your contacts, they are likely to forget about you and wonder when they subscribed…then remove themselves from your database because they can’t see the value in receiving emails from you.
Like everything in life, it’s all about getting a good balance.
Email Marketing can ultimately help to promote and grow your business, so it’s definitely a good idea to work out the best approach by analysing the results of each email you send, and then adapting your strategy accordingly based on what end result you want to achieve.
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