With the focus of many companies turning toward social and search marketing, much of the attention once given to e-mail marketing has faded. People seem to have little faith in e-mail marketing (and rightly so, considering the impact of the Consumer Protection Act and the fact that so many people simply delete spammy e-mails).

But it’s not e-mail marketing itself that is the problem – it’s the way e-mail marketing is used. Read these tips to improve your e-mail marketing strategy and get the results you want.

5 tips to optimise your e-mail marketing

  • Value. When it comes to e-mail marketing, you are generally dealing with people that have given you permission to contact them. Do not waste time bogging them down with useless information.  Try to create an experience for your readers.
  • Balance. Often with e-mail marketing, people become too focused on selling something. Aim to structure your e-mails in such a way that the emphasis is placed on the value and the experience (about 95%) and only about 5% on the selling point.
  • To the point. People are busy, so avoid long winded greetings and messages of thanks and get to the point of your e-mail.
  • Tone. E-mail marketing is hard – if you want to get your message across, you need to put in the hours to create a really great product (whether it’s a monthly newsletter or a once-off campaign).

E-mail marketing is still relevant. All you need to do is see it as a tool to create a richer, more customised experience for your audience.

Need help with your e-mail marketing? Contact WSI South Africa.

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