I’m a big fan of email marketing – it’s a great way of keeping in touch with people who are interested in your product or service. Whether they have previously bought or are not quite ready to buy yet you can make sure that your name is the one they remember when the moment comes for their next purchase.
But many businesses struggle to know what to put in an email newsletter or mailing and end up either doing nothing or sending out emails infrequently. If you don’t keep in contact, your list will quickly become outdated. And if you start emailing contacts who you’ve been ignoring, you risk being reported for spam.
So here are 5 ways to use emails for your business:
A Regular Newsletter
Probably the most popular approach. Your subscribers know what to expect and if you include a mix such as articles, tips and news, then there is more likely to be something of interest for everyone.
Ad-hoc Events and News Announcements.
When promoting events, it’s often more effective to send emails dedicated to that event rather than including it as part of a newsletter. And it’s OK to only send emails when you have something specific to say. But don’t have a “feast and famine” type approach where you send 3 emails one week then nothing for 3 months. That’s just asking to be reported for spam.
Regular New Products & Offers
This is a must for most ecommerce businesses. Keeping in touch with buyers past, present and future to let them know about new products, special deals and so on. You can usually get good sign up rates for this kind of email (everyone wants to know about discounts) and it’s a great way of keeping your name at the front of their minds.
Social Media & Blog Summary
With blogs and social media forming an ever greater part of online marketing you can use this content for your email marketing too. Pull together a taster paragraph for each of your latest blog posts (with links to the full articles), add a selection of comments from your Facebook timeline, link to your latest YouTube video. Suddenly you have a newsletter filled with content with very little extra effort.
Email marketing doesn’t just have to be one way traffic. Use it to get feedback from your customers. Whether you send out a customer satisfaction survey after every purchase or use surveys and polls on a more ad-hoc basis, it’s good to include listening as part of your strategy!