Four Classic & Proven Emailing Tips
With so many innovations to the emailing world in recent years, marketers working today find themselves with a seemingly limitless supply of tools to use in their campaigns. While progression on this scale is definitely a good thing, it can lead to marketers losing sight of the tried and true emailing principles established long ago. Just in case you’ve forgotten, here’s a list of old school virtual marketing tips that are always worth revisiting.
This is a basic point, but one that all savvy marketers should be carefully mindful of. The spam folder is the email version of purgatory, and you definitely want to avoid service providers who will risk sending your emails there. As LinkedIn contributor Heidi Richards Mooney advises: “Make sure your email marketing service provider has a good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers’ inboxes, not their junk mail folders. When choosing an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of Can-Spam.”
A common trait that ties all of us together is the excitement over receiving a surprising, useful gift. Harness that central property of human nature, and use it to your advantage. Just keep in mind to make sure that you’re giving your consumers a gift worth opening. “Entrepreneurs know the value of offering a free digital download/video as an incentive to get people to sign up for their email list. The problems is most of these ‘gifts’ are terrible,” says Entrepreneur contributor Kimanzi Constable. “It’s worth your time to create a free gift that makes signing up for your email list a no brainer. When someone gets good value from your free content, they are more likely to buy your premium content. You will see a dramatic increase in conversion rates.”
By treating your subscribers like members of an exclusive club, they’ll feel that their worth is appreciated, and they’ll be likely to stick around for a while. Establish a system of royal treatment for members of your email list, and you’ll see the gradual returns in the long run. “Your email list should feel like a VIP club. At least once a month, send content exclusively for your email list. They will realize the value and stayed subscribed,” writes Constable.”If the exclusive content is good, they’ll recommend your email list to other people and make it a point to open every email they receive from you.”
The art of selling is certainly an abstract field, and it’s hard to find the sweet spot between selling over and selling under. Although offering your customers free content is a useful tool, it’s important to remember that your ultimate goal is to sell your product. Conversely, if you’re overly persistent in your marketing method, you might be scaring your consumers away. “The problem comes when you only offer free content, and don’t sell regularly,” writes Constable. “When you do get around to selling, people opt out like crazy because you’ve confused them. They don’t want to be sold to because you’ve trained them to only expect free content. You also should also avoid the other end of the spectrum. You risk coming off as the sleazy marketer if you’re always selling. A smart entrepreneur will figure out the right balance.”