Sending regular emails to customers and potential customers can greatly increase your sales, but only if you do it right. If you go about an email marketing campaign the wrong way, you can not only turn people off but also run the risk of your site being flagged as a spam site, which would result in being penalized by Google and other major search engines.
Following are some simple yet effective tips that will enable you to increase your email marketing ROI without pushing reticent potential customers to purchase your products and/or services right away.
Make sure your emails are professional in appearance. All emails should contain the company name, logo, contact information and an unsubscribe button. The content should be short, to the point and engaging; however, it is equally important to ensure that it is free from spelling and grammatical errors. Avoid including a lot of images; these tend to slow upload speed and may cause people to skip viewing your email altogether.
Your emails cannot only be promotional in nature; they must add value by providing customers with something that they want and need. Offering an occasional webinar, white paper, e-book or (in the case of digital products) free product samples will engage users and make them want to stay in touch with you.
Your subscribers should know when they can expect to hear from you. If you only send emails sporadically, they will start to be viewed as spam, both by customers and by email service spam filters. Using an auto-responder can help you ensure that your emails reach their destination at the right time.
Get in Touch Right Away
If you have just gathered a large volume of email addresses from a trade show, exhibition or some other type of event, then make sure to send these people an email right away. If you fail to do so, people will often forget who you are. This will result in people being less likely to buy from you and may even cause some individuals to mark your emails as spam, despite the fact that they agreed to sign up for them in the first place.
It is also important to note that creating a great email marketing campaign is not enough. You will want to track how your campaign is performing. This includes tracking the number of site visits generated, the number of purchases made and what type of customers (i.e. men, women, parents, elderly, etc.) are coming to you as a result of your email marketing efforts. As you gauge your email marketing strategy performance, you will learn how to create even better email campaigns that will enable you to reach regular and new customers alike.