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Every success starts with a plan. If you want your marketing campaigns to create high return on investment, even if that investment is time or money, you must create the plan to get there. Email marketing has the ability to be your most helpful online marketing activities. But if that is your target, you need to have a plan because achieving a target without a proper email marketing plan is just a wish.
As a marketer, it is your responsibility to direct your organization to success through good planning, approach and creative thinking. E-mail advertisers have the unique liability of having to feature in brand equity and metrics into e-mail campaigns. Without these kinds of metrics, e-mail marketing campaigns would flow out of control without any sense of performance or helpfulness.
Building a mailing list for your e-mail marketing campaign can be difficult. It is often easiest to target friends, family, and current customers to establish a targeted mailing list. Often e-mail lists grow because customers forward the e-mails to their friends. So let you customers help your list grow! Don't forget to include a "Subscribe" link in the e-mail so that interested parties can sign up with minimal trouble.
Be persistent. Studies show that it takes a minimum of 7 to 8 impressions before your advertisements will take effect on a potential customer, and it could take many more. You need to touch base with your customers at least once every few weeks, and assume they will not buy your product or even click your links for several iterations of messages.
Take timing into consideration as to when your messages are sent. Try and time your messages for when readers are likely to be reading. For consumers, this is probably evenings and weekends. For business clientele, weekday mornings are more ideal. Emails sent in off hours can get buried further down in inboxes than will likely get attention if someone is deleting a bunch of messages at once. Do not forget about time zone differences either.
Show your subscribers respect by not sending them tons of unwanted emails. Two or three email messages a month should be all that they receive from you. If you are flooding their email boxes, not only it will not be appreciated, but it will be highly unlikely they will buy anything that you are selling.
Create familiarity with your email messages. Use your logo or come up with a specific style whenever you send out emails to your subscribers. This reassures them that the email is from your company and they will look forward to reading it. If you vary your messages your consumers might get confused when they open it up.
Emphasize the benefits of your product or service whenever possible. Subscribers will want to know what's in it for them, so tell them--in the subject line, in your links, and in your content. Your subscribers will be much more interested in your message if they feel that it can help them in some way.
You've decided the types of email you're going to send. Now it's time to fix an email schedule. How often will you send out emails?
The answer depends on the time and resources you've got available to create emails, and the goals you set for your emails. Whatever schedule you set, it should involve sending out emails on a regular basis. This could be daily, weekly, or monthly:
Daily emails create an extremely strong bond with your readers. Writing to your subscribers every day can work well if you're a one-person micro-business or blogger, and you want to develop a loyal tribe of regular readers. The downside is that many subscribers will feel overwhelmed by your frequent content and will hit unsubscribe.
Weekly emails are regular enough that customers aren't surprised to hear from you, yet infrequent enough that they won't feel overwhelmed. If you have the resources to produce a weekly email, it's a good way to go.
Monthly emails are a solid choice if you plan to make your emails extremely valuable—for example, if every email includes a discount promotion code. They also make good newsletters. As you'll be writing them less frequently, they are a smaller time investment than daily or weekly emails. The main issue with monthly emails is that they're easily lost in your readers' busy inboxes. You're less likely to get noticed.
Give your customers the option to read your emails in a text-only format. Many people may not have the ability to view images that are embedded into the email. Some images are even blocked by servers before they reach the customer. If you create a text option, they will not be excluded from enjoying the benefits of your email marketing campaign.
It is a well-known fact that the use of the internet has opened up an entirely new way for businesses to interact with customers. Email marketing is one of the most effective ways to keep in touch with loyal customers and to reach potential customers. Use the techniques and tips from the article above to create an email marketing strategy for your business.
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