The importance of email marketing cannot be overstated. It is a cheap, yet highly effective way to reach your target audience. Unfortunately, many companies either fail to make use of this advertising avenue or misuse it to the point that it does the company more harm than good.
There is a lot more to email marketing than can be covered in a single post, but the following are the three most important things you should know about reaching people via email. If you put these tips into action, you are sure to see positive results both now and in the future.
1. Send Emails at the Right Time
Most people get dozens or more emails per day, so it is likely that an email sent at the wrong time will be forgotten about. Another common problem is sending an email too late. For instance, a restaurant advertising a special deal on weekend meals should send emails out on Wednesday or Thursday, as doing so would give potential clients time to make a reservation. Companies selling back to school supplies for kids should start sending their emails out Mid-July or at the end of July at the latest.
2. Make Sure Your Email is Easily Viewable
Your email template may look great to you, but that does not necessarily mean that it will look great to your customers. Templates often change in appearance when viewed on different web browsers, so check your email using Chrome, Mozilla Firefox and Windows Explorer to make sure that everyone can easily read your content.
It is also imperative to make sure your email can be easily viewed using a mobile device. More and more individuals are using smartphones to check email messages; in fact, mobile email usage was set to surpass web email usage by the end of last year. While it may not have reached this turning point yet, it almost certainly will in the very near future.
3. Have a Clear Call to Action and a Link to a Really Good Landing Page
Your email should do more than just tell people about a product or service. You need a call to action. People should clearly understand what they can and should do about the information you are giving them. This call to action could involve buying a product, subscribing for a service or providing personal information in order to access free downloads or some other special offer.
Many calls to action include a link; when this is the case, it is very important that the page being linked to is clearly related to the email content, easy to read and contains the information that a person would be looking for. Do not make clients search your site to find relevant information; few people will do so.
If you want to do better at reaching your audience, try sending out periodic emails. Emails sent at the right time and in the right way get results. It may take time and effort for you to learn how to fully leverage this form of marketing but the good results will be more than worth your time and efforts.