Typically, with any type of marketing campaign, people need 7 to 12 exposures to your message before they will take action. This is why email marketing is so important. It allows you to send multiple messages in a cost effective way and build a long lasting relationship with your audience so that they become customers for life. So what can you do to increase the effectiveness of your email marketing?
1. Know Your Customer
The more you know about your customer, the better. What are their problems and how can you help them? When you know the answers to these questions it will help you to make your email marketing campaign more relevant. Before sending the email you need to make sure that the recipient is actually a prospective customer for your product or service.
2. Always Provide Value
Email marketing is about building a relationship with the people on your database. There is a assumption that if you send too many emails, it will irritate your readers. But, on the other hand, if you don’t send emails regularly you will be forgotten. People will only get annoyed if you send them junk, so every email should provide value. Don’t just constantly crank out sales messages. Think of it this way: if you wouldn’t send the email to your best friend, then don’t send it to the people on your list.
3. Your Subject Line Should Grab Attention
The email subject line is like the headline of an advert. It’s what people will first see in their inbox. If they don’t like what is written in the subject line or if it doesn’t make them want to read what’s in the email they will pay no attention to it. If you send an email without anything written in the subject line, it will most probably get deleted as soon as it arrives in the recipient’s inbox.
4. Build A Relationship
Email marketing is not a hit and run medium. You need to build a relationship with the people on your list so that they start to like and trust you. Your subscribers need to know that you are a real person, just like they are. Email personalisation can achieve higher results but use it with care. If you use it too much it can appear to be a bit creepy. When you have a relationship with the people on your list, they will be more inclined to buy from you again and again.
5. Get An Autoresponder
Your email marketing is much more effective if you use email marketing software and an autoresponder. Email marketing software can capture the email information of your prospects and send information back to them immediately, regardless of where they are located or what time of the day it is. It can handle multiple customer lists and send out different messages, keeping track of who you send it to, what the subject line was, the body of the email, open rates, click-through rates and how many previous messages you have sent.
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