There is a temptation these days to obsess and put significant time and resources into social media marketing, but this should never be done at the expense of email marketing. Email marketing should always be a part of your digital marketing strategy to promote your business as you can really elevate your brand as well as make significant sums through this channel. Thus, it is very important to set the right impression and tone with new subscribers to your email list.
Send a welcome message very quickly
It is important to offer subscribers an immediate welcome because you will still be fresh in their memory and they will remember why they signed up in the first place. If you delay, you run the risk of the subscriber forgetting who you are and deleting your emails in the future without even looking at them. Now considering how difficult it can be to convince people to sign up for an emailing list in the first place, you really need to take advantage of this and strike while the iron is hot. This is why email marketing systems with automated functionality are so worthwhile because it means that no matter what time of day someone subscribes to your list, once you set up, a welcome email will be sent which will be a very positive thing!
Showcase who you are
Everything you do in business should pay consideration to your brand and ensuring that people understand what you are all about. This is where the welcome email message is the perfect opportunity to strengthen your brand and showcase what you do and what you can provide to your new subscribers who you hope to turn into customers. This means your logo, your colours, your tone and attitude should all be present in the email and it should be consistent with everything else that you do to promote your business. If you are looking to make a positive impact with your new subscribers, make sure you show them what you can provide and what you stand for. If you believe in your corporate identity and brand, make sure that you provide people with what they are looking for.
Set the expectations
When you have an email list, you should be looking to provide valuable content so that you stand out. This doesn’t always mean that you should look to offer discounts on your products or services, although you should from time to time, but you should offer insightful content that your subscribers will value. You should also use a name and email address that people will easily come to recognise. In addition, if you say it’s a weekly or monthly email, send according to that time schedule.
You have to include a call to action
The fact that people have signed up for your emailing list indicates that they are interested in what you have to offer. This means you should act upon that. You don’t want to always promote heavily or just “sell, sell, sell” but there should always be a call to action in every email. When you do this, you can increase the likelihood of securing leads and/or sales and raising awareness of what is on offer from your business.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.