With so many people using social media sites to get fast cash online such as Facebook and Twitter, it’s no wonder email has taken a backseat in the marketing plans of some business owners. But experts will tell you: this is a mistake.
While social media exposes your business to its large audience, the engagement rates are not as high compared to what email brings. Smart Insights reports that email marketing campaigns get 100 times more clicks than social media marketing.
Emails are not only easy-to-use and cost-effective but are also personalized, customizable and more efficient in terms of customer acquisition.
Should you decide to make this part of your marketing plan, here are some tips that will help ensure your success.
Make subscribing (and unsubscribing) easy
Install a sign up form on your website’s main page, on your blog and on your social media networks. Usually, you’ll only need to ask for the name and email address on the form, but if you want to take it a step further, you can also ask for their birthdays so you can send a free gift or offer. And why do you need to make it easy to “unsubscribe”? This is to avoid getting flagged down as spam.
Inform your subscribers what’s in store for them
Let them know if you’re going to send them weekly or bi-weekly updates, offers, tips, deals or discount sales. It’s a must to tell them what you’re going to send them, and how often you’ll do this. This way, they’ll know what to expect. As you know, managing expectations reduces disappointment.
Don’t forget to send a welcome email
Each time a person subscribes to your email, send him or her a welcome message. This is the first step in building a relationship with your client. Keep it short but sweet, but make it as personalized as possible.
Set a schedule for sending out emails
Consistency is one of the keys to email marketing success. You need to have a schedule for sending out emails, and be sure to stick to it. You don’t want your customers expecting an email every Friday and get disappointed when they don’t see any message in their inbox. It’d be a good idea to write emails in advance in case you’re busy on the day you’re supposed to send out a message.
Write in a friendly and conversational tone
Don’t make it seem like they’re getting receiving a message from a robot. In a study conducted by Software Advice, it was found that 65 percent of customers responded more to emails that used casual tone. Apart from using a friendly and conversational tone, it’s also smart to include the recipient’s first name in the greetings.
Email marketing has proven its worth time and again. But as with any other marketing strategy, you need to make sure that you do it right for you to enjoy its benefits.