Email Marketing Techniques
Basic Rules of Email Marketing You Need to Know
How to Builder Your Email Lists
How to Write Irresistible Email Copy
Using Email Autoresponders Effectively
Basic Rules of Email Marketing
Sheri Waldrop
If you are receiving this course, you are probably interested in learning how to earn income from marketing your products or services online. And you may have heard that one of the most important tools for generating interest, creating brand identity, and increasing your sales is through email marketing.
What you have heard is true. After all, very few people buy from a web site the first time they visit it (unless you have an extraordinary product, price, and a highly convincing web site). But even with all of those, most people visit your site first to “check you out”, and see what you have to offer. So your web site should be designed not only for sales, but to get email addresses.
Once you have a list (we’ll discuss this in more detail in lesson number two), then you will want to use emails to continue to create interest, and bring them back to your site.
This is the whole principle that email marketing pivots upon: create an email list, keep expanding it, and use it to bring customers back to your web site, where you convince them that your product, your service, and your value are outstanding. Your web site is where you will make the sale; the email is what will bring customers there.
But email marketing must be done correctly for it to work well, and there are some basic rules governing it. If done incorrectly, or if you ignore the basic rules of email marketing (at your own peril!), then you can actually drive others away from your list, and the “unsubscribe” button will be clicked on all too often. To avoid this, follow these basic rules, and you’ll see your lists expand, and have happier clients.
Email Rule Number One: Never, Ever, Ever, SPAM
If you believe that SPAM is a nice, aggressive marketing technique, then you are ignoring important studies about online marketing behavior. Simply put, SPAM (unsolicited email) is a waste of time and valuable marketing dollars, and creates a negative perception of your business.
You should be aware that SPAM is also illegal in over 18 states (as in if you are caught in California and Washington, to name two, they can bar you from your server and fine you large amounts). In addition, legislation is before Congress to create federal anti-spam legislation. And if you get added to a SPAM “blacklist”, your email address will be automatically filtered from major ISP servers, and your mails will never get delivered. Plus your ISP will terminate your service…you get the drift.
But most importantly for the marketer, SPAM doesn’t accomplish what you want: target interested consumers. Response rates to your emails are much, much higher if you are sending emails to people who have indicated that they want to receive your information.
Rule Number Two: Collect Addresses in a Responsible Manner
While SPAM doesn’t work, opt-in emails do. These are email lists created because the client asked to be added to the list. But there are methods that are considered ethical and responsible for collecting email addresses, and others that aren’t. Be ethical, and use permission marketing techniques (your customers ask to be added to a list, or willingly give you their email address in return for a service you provide them with, and for which you indicate that they will receive regular emails). Your customers will appreciate it, and you’ll see much better response rates and fewer angry letters and SPAM warnings.
Never, ever “harvest” email addresses, which is the opposite of permission mail lists (we’ll discuss this in more detail in lesson six). In addition to being unethical, it just doesn’t work. Harvested email lists normally generate clickthrough rates of less than 0.01%, which are abysmal, in addition to all of the negative perceptions and problems it causes (see rule number one above).
And please, offer those on your list (that they opted into) the option of unsubscribing from your mail list. While we all hate to lose customers, you will have the assurance that those who are on your list are there because they want to be, and aren’t deleting your emails before they even open them.
Email Rule Number Three: Provide Contact Information
When people read your emails, they may have questions, concerns, or want to tell you how great your emails are. They may even want to learn more about your products or services. They can’t do this if you don’t provide contact information in the email, since hitting the “reply” button in some cases sends the email back to a list server address.
Let folks know who you are. It’s good business practice, and reassures them that you are a real, ethical, responsible business person that they want to do business with, when you provide them with a clear email address or toll-free phone number that they can reach you at in each of your email communications.
Email Rule Four: Provide a Link to Your Web Site
If it weren’t sad, it would be funny how many people forget marketing basics when creating email marketing messages. We think “letter” and forget “marketing”. Remember the real purpose of email marketing was discussed above: to bring them to your web site, where you can sell to them. Include a clear link to your web site in each and every email communication that you send out, even if it’s a customer survey.
Email Rule Five: Use Good Grammar
Have you ever received an email advertisement or newsletter that was poorly done, or contained numerous grammar errors? What did you think of the firm that created it? Email communications can be an important method of increasing customer loyalty, or creating your online image. That image will rise or fall based on the quality of your communications.
If you aren’t a good writer, or are unsure how to create clear, legible email communications, consider hiring a professional to assist you. Your customers will notice the difference, and your firm’s professional perception will go up with the quality of the content.
Rule Number Six: Be Honest In Your Communications
Have you ever received an email that had a header that stated, “About what we discussed the other day…” Thinking that a friend had changed their email address, you clicked on the mail, only to be greeted by SPAM. The sense of betrayal and anger are remembered long after the email is closed and deleted, and I doubt that emails that use “gorilla marketing tactics” like this have much success, or positive perception from customers.
Honesty is the best policy in email communications, including headers. Don’t “trick” customers into opening your emails; instead, get them curious, or state clearly a benefit that your email will provide them with, then deliver it in your email. This creates a “win-win” situation: they’ve received real, honest help, and you’ve maintained positive contact with your customers.
Email Rule Seven: Be Polite
Which message would you rather hear: “BUY NOW AND MAKE LOTS OF MONEY!!!” or “Here are some helpful car maintenance tips that will help you get extra gas mileage.” The first uses capital letters and exclamation points (considered “shouting” online) along with a highly unrealistic promise that insults the intelligence of most readers. While there is a place for sales copy, the second is actually more likely to get customers to click and open it, since it offers them a real benefit directed towards a real need with today’s high gas prices. The fact that after highly helpful tips, it includes an ad for tune-up services at a national chain doesn’t annoy those who read it, since they’ve learned how tune-ups can help them get better gas mileage in the article they read.
Thank your customers for asking for more information in your autoresponders. Let them know that you appreciate them, and that providing them with outstanding client service is your top goal.
Treat them the way you would like to be treated, and you’ll see increased response rates.
Courtesy is at times a forgotten art in our busy, rushed society today. Treating those you email as real human beings, and giving them a refreshing dose of courteous, polite behavior will be remembered long after they close the email.
This was lesson one in our series, “Email Marketing Techniques.”. Be sure to look for lesson two, in which we discuss “Building Your Email Mailing List”.
These lessons have been brought to you by Sheri Waldrop, the owner of Pro-Scribe Writing Service, specialists in creating online marketing communications. If you need information and assistance with your online growth, we can help. You can find out more information by emailing us at info@pro-scribe-writing.com
