Do you, like many others, think of email marketing as old and obsolete? This could not be further from the truth. In fact, it may be difficult to find a tool as effective as email marketing to reach a large base of clients, both effortlessly and cost-effectively. Even social media does not compare with this type of aggressive marketing. However, sending emails willy-nilly into the ether is of no use. You need to know what you are doing (new legislation like POPI is changing the playing field). Here are a few pointers on how you can improve your email marketing:
Implement A Monitoring Program
There is a multitude of programmes (such as Constant Contact, Cakemail, AWeber, Mailchimp, etc.) that will help you to monitor your email campaign. Among other things, these programmes will enable you to track whether your emails are being:
The rate at which readers are unsubscribing.
Watch Those Bounce Rates
Are your emails being closed quickly? If so, the following may be reasons why:
Images that take too long to download, or
You are missing the needs and wants of your target market.
There is no sense in flogging a dead horse – identify the reason(s), then re-invent and adjust your campaign.
People feel less stressed if there is an easy way out of a situation. This applies to your email campaign as well. By providing an easy-to-spot one-click unsubscribe link at the bottom of every email, you will be less likely to annoy your subscribers.
Offer A Reward
People are much more likely to respond to and act on your emails if you offer them genuine exclusive rewards and deals.