Best practices for e-mail marketing
In these modern times, everyone has an e-mail account. It’s not uncommon to see someone checking e-mail frequently throughout the day. This gives businesses all the more reason to reach their audience where they are the most. But how do you get those e-mail addresses and what do you do once you have them?
First, you must have an e-mail subscription list. When John Doe comes to your website—as annoying as those advertisements are—a big ad should pop up that says: Join our e-mail newsletter! This newsletter should give them monthly updates on what is happening with your business. This may include courses, products or future public appearances. E-mail subscribers may get a sample of your latest podcast episode, a sample of your book or they may get content that regular readers of your blog don’t see. There are all kinds of ways to sweeten the pot in order to seal the deal, but you have to do it.
Next, show that you care about the subscriber. Personalize the e-mail by inserting their name. Don’t just write a few sentences. Engage with the subscriber. Write a few paragraphs that tell them why you are e-mailing them. Why should they care that you will be at Barnes & Noble on Friday afternoon? Give them a reason to care about the event. Perhaps you are traveling with another author and they get both books at a discount. Or, the event may be meeting and greet. Maybe the appearance is to market your new course that you just put up on your website. Now they are intrigued and they are more likely to show up.
You may also want to offer the customer downloads. Do you have a new podcast you’re launching? Send the first episode to your subscribers and ask for their feedback. What do they think about the topics? What do they think of the overall niche? If you’re launching a new product, this is where having an audience really is beneficial. They are like your trampoline. If they enjoy an idea, you can soar with it and take it to the next level. Yet, if they think it’s useless, these people are going to flat out tell you and you have to take that constructive criticism. It doesn’t mean they won’t buy any of your products, but knowing where we can improve can boost our sales and our customers.
Advertisements, too, are another fantastic marketing strategy. Just like you put advertisements on your blog, don’t forget to put them in your e-mail newsletter. This helps you to increase sales of your latest products, but at the same time, it also lets you target your audience. Let’s say John Doe enjoys reading your thriller novels, but Jane Doe enjoys reading your reference books. You market your fiction to John and your reference books to Jane. This way they are only seeing the products that they are likely to buy. It increases your sales and they are most likely to recommend your products to others.
Finally, include a call to action. This tells readers what they should do next. If your customer just signed up for your webinar, what is the next step? Tell them where they have to be, giving the exact date and time. Give the website address or the social media application which you’re using. If they just signed up for your public appearance, the same information is applicable. Here, though, you may recommend they prepare questions if you plan to have a FAQ section after your speech. A call to action is like a two-way street. It helps the business interact with their customer. It keeps communication open and makes the business seem more friendly. If you implement all these marketing techniques, your business is going to be a success.