Your email marketing campaigns will help you stay in touch with all your customers (who have opted in), so you can add value to the relationship you're building with them.
But to get the most out of your emails, you must have a strategy that not only covers the frequency of your emails, but also their content.
Sending out your emails (that includes your newsletter) whenever you feel like it will not get you the results you want. It's important to decide on a frequency and stick to it, so your customers get to know when they're going to hear from you.
When it comes to content, the most important thing to remember is that your emails and newsletters are not there to directly sell; they are about building relationships.
Yes, you can use them to tell customers about your latest products and offers, just make sure you also give them something of value within the email too. That could be an interesting article (and that means something they're interested in), 'how to' guide or a product recommendation.
If you just send out emails that try to sell, your customers are going to get fed up and will probably unsubscribe.
That's a good start, but there are other things you need to think about when coming up with your email strategy. Here are five suggestions that could help boost the effectiveness of your email marketing.
As soon as someone signs up for your emails, send them a welcome email and make sure it contains some valuable and relevant information. This is also the perfect time to let them know how often you'll contact them, what kind of information they'll get, and most importantly, that you will not pass on their details to third parties.
Perhaps you could also add in a little promotional 'thank you for signing up' offer – yes, I know that's selling and I said you should not, but in this context it will come across more as a bonus for signing up.
The most powerful emails are those that tie in with events. Throughout the year there are endless opportunities, such as Easter, Christmas, Mothers' Day, Thanksgiving etc.
Just remember, if you're sending out a seasonal offer with your information, make sure you send it out well in advance to catch them before they've had chance to think about what they're going to do.
This one will depend on how much information you ask from your customers.
If you ask for their birth date, why not send out a special email on their birthday with a special offer for their special day? Or it could just be something as simple as an e-card sending your best wishes.
It's a simple and effective way of enhancing your blossoming relationship with that customer.
Bearing in mind your email marketing is designed to keep your customers interested in your company, why do not you send out an email now and then asking for their feedback about your service?
You can ask them if they want to continue receiving your emails, if there's anything else they'd like to see in them etc.
That way you can prune your list to remove any inactive email addresses.
Ooops – sorry
You are only human, which means now and then something's going to go wrong.
Whether it's a missing link, typo, or something else altogether, do not ignore it – turn it to your advantage.
Send a 'we're sorry' email and admit you got it wrong – you could also throw in a sweetener offer to say sorry. It does not have to be much, but it could bring in a welcome flood of business.
Make sure you're clear about what that is before you start and then use clear, compelling copywriting to enhance your relationship with your customers.