Email and Newsletter Marketing Top Tips
Email marketing is a delicate balance of providing appealing information to your readers while trying to also provide sales material that increases sales. Your aim is to increase sales by presenting offers to your prospective buyers without making it seem like you are always 'pitching' to them. Most people (including some large corporations) shoot themselves in the foot by blatantly advertising to their email list without providing some sort of valuable content or context first. Some may think they are not blatantly advertising by sending out a monthly newsletter, yet sadly they still fall short in building a great customer relationship since their newsletter is little more than a bunch of sales letters or ad material masquerading as a newsletter. They are only half-way to building up client loyalty and adding more sales to their bottom line.
The secret is to mix product recommendations, the sales message, with real content. The key word here is 'mix'. The two messages should be intertwined and not exist in separate sections. You do not want to shamelessly plug certain products by focusing the sole content around selling, but rather focus more on customer experience, personal experience or the use of your product or service in the 'real world'.
Write articles on the benefits that you or your clients have experienced using your product or service and use customer testimonials to back it up. Write stories about how you used your product in a particular situation but focus on the situation and not solely on the product. Done correctly you will brand yourself as the expert in your readers eyes and your name (or company name) will be the first they think of when they are in that similar situation. The power of association builds much stronger customer loyalty than any sales messages or product feature will ever be able to.
That point is very important; associate yourself with your customers and you will not only gain a much better understanding of their wants and needs but will also build up an affinity with them. Over time that affinity will become much stronger and you will start to get more repeat customers and build a strong reputation.
Here are two bonus tips to include in your regular newsletters:
Include a hyperlink to your website a few times in your newsletter. Again, do not not shamelessly plug your website, simply put "This newsletter is brought to you monthly from yourwebsitesite.com You could also put your hyperlink in the footer of your newsletter, there are many ways to include your website hyperlink into your content .
Secondly, always allude to what is coming up in the next issue. This will have them eagerly awaiting your next email and will boost your newsletter open rates.