One of the most convenient ways of marketing today is e-mail marketing that can turn out to be a highly profitable venture if you can use it the correct way. Largely inexpensive, e-mail marketing requires dedication, timeliness, and some simple innovation. From contacting people, preparing attractive newsletters to addressing the needs of your customers, your e-mail marketing campaign can yield high returns if you adhere to some simple practices.
Create an original mailing list: A large part of e-mail marketing depends on the trust factor, that is, the faith that your customers repose in you. Credibility has to be established, and to do so, you must take every person’s permission before adding them to your mailing list. Keep a double opt-in option so that the people who are genuinely interested in receiving e-mail marketing communication from you can be contacted.
Hassle free unsubscription: Those wishing not to receive any more business communication from you should be able to unsubscribe at one click. Your newsletter and website should contain the link for unsubscribing. The parting of ways should be amicable.
Protect your subscriber’s privacy: One of the basic rules of efficient e-mail marketing is protecting your subscriber’s privacy. Your privacy policy should be transparent and must guarantee the subscribers that their personal information will be kept confidential and that under no circumstances shall you trade, sell, or share the information with any other party.
Welcome your customers: Courtesy is a golden word in e-mail marketing. A welcome mail with your warmest greetings should be sent to your customer immediately after subscription. In it, you must mention about your newsletters and the frequency with which they will be mailed. A discount voucher or a free gift will make your new customers feel more at home and make them wait eagerly for your e-mails.
Be consistent: To establish a positive brand image and promote your brand successfully, your newsletters should be consistent in terms of their feel and look. Though the content is bound to be different each time, it should be on the same lines to give an integrated feel to the recipients.
Apt subject line: In e-mail marketing, the sender’s name and subject line are your first contact with your prospective buyer. The sender’s name must contain your organization or product’s name, and your subject line must tell the reader exactly what the mail contains. Vague subject lines only lead the mail to be regarded as spam. The subject line must be attractive enough to compel the recipient to open the mail rather than delete the same.
Relevant copy: Your newsletter’s copy should be relevant and give the reader the exact information that you want to convey. Unnecessary clutter will hide the original message. So make it innovative and interesting enough to attract attention.
Space out your messages: E-mail marketing requires patience. You cannot expect results from day one. Don’t bombard your customers with several messages all at once. Send the newsletters at fixed time intervals for better reception on the part of the customer.
Effective grievance cell: Effective handling of complaints is very important in e-mail marketing. There should be a proper system for looking into complaint e-mails, and you should address such matter as early as possible.
Provide contact details: All your communication must contain your detailed contact information, that is, your organization’s name, address, phone number, e-mail address, fax number, and provide links to your website so that your customers can get the information they are looking for without any problem.
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