You might think email marketing is the preserve of big businesses. Think again. Technology has levelled the playing field for businesses great and small, so it’s easier than ever to create slick email marketing campaigns that look as though you’ve paid thousands of graphic designers to help. But what should be considering when you start your campaign?
Keep it regular
Pick a day of the week, and a time in that day, and stick to it. That’s when your users should expect to hear from you. By giving you their email address they’ve basically trusted you. If you abuse that and send too many messages, or send emails when they’re not interested, you’ll find yourself relegated to the junk folder before you can say ’email marketing’. If you don’t have enough content to warrant a weekly newsletter, remember you could always just make it fortnightly or even monthly. It’s better to send one great message than five rubbish ones.
Make sure it looks appropriate
You say a lot about your company before you’ve even said very much in the body of your email marketing. The look of your newsletters can give your mailing list an idea of exactly what your business is like, so make sure it suits what you. For example, if you sell floral vintage china and your key demographic is grannies, your emails probably don’t need to look slick and minimal. Appeal to your demographic.
Make it engaging and informative
Try to let some personality come through in your emails. You might always include a link to a funny news story, or always have something motivational to say. It’s a little thing, but it makes people more likely to read your next message. On the flip side, don’t send out a marketing email for no reason. Keep things informative. Let people know about company updates, new products, or any press. Don’t email ‘just to chat’. That’s a bit weird.
Don’t be too ‘salesy’
Picture the scene: Someone turns up at your house trying to sell you something. You’re not interested. You close the door in their face. You feel a bit guilty, but there was no other way to deal with them. Email marketing has the potential to be a bit like that, except without any guilt about getting rid of you. If you’re emailing people and trying to aggressively sell something, you’re going to rub them up the wrong way. There’s a big difference between saying ‘here’s some things you might be interested in as a previous client’, and saying ‘Hey. You’ve shown a vague interest in me before. Buy all of my stuff. BUY IT NOW.’.
If you’re still on the lookout for a way to make great email newsletters, we recommend Mailchimp, which is versatile enough to do pretty much anything and also has a free subscription below a certain number of subscribers. We can’t wait to see what you come up with!