There’s a rumor circulating the internet that email is dead. The rumor mongers say that with stronger spam laws and shorter customer attention spans your emails are simply not working anymore.
Obviously, the naysayers don’t understand how to use email effectively in order to build their brand and small business. Without question, there are many instances in which email is incredibly ineffective. For instance, if you send out mass emails to an untargeted list, your efforts will undoubtedly be in vain.
However, it’s essential to understand that email is, first and foremost, a tool for developing and strengthening one-on-one relationships with prospects and existing clients and customers.
Here are a number of key factors to keep in mind when using email as a marketing tool:
1. Build Your Own List. If you are interested in the highest open and click-through rate, then you need to begin building your own email list. The simplest way to accomplish this is to put up a form on your website that collects the names and emails of your most interested prospects.
In addition, you should offer something of value in exchange for your prospect’s personal information (ezine, special report, audio series, etc.). Obviously, individuals who have given you permission to send them information via emails are going to be a much more targeted and interested prospect.
2. Offer Value. In order for your email marketing efforts to produce fantastic results, you must provide valuable and relevant information to your subscribers. If, on the other hand, you insist on sending constant “sales messages” you’ll quickly find your database dwindling away into obscurity.
It’s important that you put into effect the 80/20 marketing rule. Simply stated, 80% of your emails should offer informational tools, resources and content. Only 20% of your emails should sell your products and services.
3. Segment Your List. Many small business owners make the mistake of sending out the same emails to everyone on their lists. Although your emails may contain valuable and interesting information, you need to ensure that you understand your list and segment them according to a recent behavior or action.
For instance, if one of your prospects makes a purchase, they should be placed into an email list that is reserved for your current customers and clients. Since this segment of your subscribers has already made a purchase, you will be able to upsell them, cross-sell them and downsell them more effectively than a “cold prospect.”
4. Don’t Ignore CAN-SPAM. As a small business owner, you simply can’t ignore the current spam laws. In fact, if you do, your ISP will quickly become blacklisted and it will be very difficult for your emails to get through to your subscribers.
At the very minimum, make sure to post your privacy policy, list your company’s address and make it obvious how they can opt-out of your list. In addition, whenever one of your subscribers does opt-out, you must remove their name within ten days of the request.
5. Be Consistent. Don’t make the mistake of communicating too infrequently with your list. If you only send out a monthly ezine, your prospects will most likely forget about you and small business between each issue. In addition, you’ll find more of your subscribers complaining that they never signed up for your information.
A good rule of thumb is to email your list at least once a week and up to three times a week. Of course, you will need to test how often your prospects want to hear from you and remain dedicated to providing relevant information at least 80% of the time.
Obviously, email marketing is not dead. In fact, it can be a highly effective marketing tool if used appropriately. It’s important to understand that an email marketing campaign that produces the best results is based on a permission-based list, offers valuable information, segments subscribers, follows the CAN-SPAM laws and remains consistent.
If you follow these rules, you will effectively build your small business quickly and efficiently.
