An important thing to remember in business is that not everything is about the here and now. A lot of the good things you do in business may not bring you sales today, but they could create the platform for your business to make a lot of sales in the future. It is often difficult for businesses to think about the future, when it is so important to make sales in the here and now. However, having a short-term approach to business is not the path to success.
This can be summed up with email marketing. Businesses should work hard to build a high quality email list. This is something that businesses should focus on because successful email marketing campaigns can set a business up for life, creating formidable relationships. This is only done if the business thinks about their email campaigns and works hard to provide customers a service that is of benefit. People, customers and businesses will receive a lot of emails and many of them will be deleted unread or just ignored. In order to win customers over with your emails, it is important to reach out to them in an effective manner.
When thinking about the emails you send to clients, you should always look to show that:
• Your business is aware of the client and understands something about them
• Your business knows the needs and interests of a client.
• You are able to provide something of value or merit to a client.
• You understand why your service or product is of interest to a client
• You can be trusted by a client
• A client will miss out if they do not take action
• You are looking to provide a solution that helps the client as much as it promotes your business
As you can see, there are a lot of things that an email needs to convince a client of, and it is important to remember that you don’t need to do all of these things at once. In fact, it is much preferable to take your time in winning over customers through means of an email service.
There are routes you can take for success
When creating an email campaign, your business should remember these factors:
• You should provide guidance and leadership to clients
• Every email should have a focus
• Emails should be brief
• In an email campaign, there should be a progression between the emails
• You should be able to measure the success or failure of an email campaign
As a growing business, you should remember that you have a role to play in educating and informing your customers and prospects. This should help to set the tone of your email. If you operate in a fun or light-hearted industry, your emails can reflect this. If you operate in a serious industry, your emails should reflect this position.
It may be tempting to cram in as much information as you can in an email but this is not going to be of benefit. No one likes to be overwhelmed when reading an email. Keeping your email brief and to a single point or two will ensure that your reader gets the message. If you have more to say, direct the reader to a page on your website or blog.
When creating an email campaign, you should create a whole campaign. You don’t need to write every email at the same time, but there should be an understanding of what content the emails will include. Taking the reader through a journey is very important for businesses and a flow of topics and points for your email can ensure that clients feel engaged and involved.
No matter how long or short your email campaign is, you need to be able to measure its success. This can be done in a number of different ways and using a reliable email service provider will help you to evaluate the merits of each email and the overall email campaign.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.