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How to Create an Email Marketing Campaign That Works

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Many businesses advertise to customers via an email marketing campaign. This type of advertising is well worth making an effort for, as it can attract thousands of new customers. However, you need to take precautions to ensure that your email marketing campaign isn’t mistaken for spam. If you don’t follow proper procedures, customers may delete your emails unread, and your company may get a bad reputation. Read on to learn how to conduct your email marketing campaign so that customers appreciate your emails rather than deleting them.

  1. The first thing you need to do is put a subscription form on your website. This allows customers to easily subscribe to your email marketing campaign. By having a subscription form on your web page, you ensure that your email marketing efforts will only go to people who are interested in your business.
  2. Never use an automated program to sign customers up; always require them to fill out a form if they want to subscribe. That way, every customer will have freely chosen to receive your email newsletter, and you will never anger a customer or put yourself at risk for developing a bad reputation.
  3. Your website should also include an easy form to fill out to unsubscribe from your mailing list. Some customers sign up for your email list out of curiosity and later discover that they aren’t really interested, while others may eventually feel that you email too often or that your email newsletters aren’t as helpful to them as they thought they would be. You need to give customers who feel this way an easy way to get off your list.
  4. Don’t worry that having such a link will encourage customers to unsubscribe. Customers who aren’t already looking to unsubscribe won’t click on the link; it’s only there so that you can salvage your reputation with customers who change their mind about joining your list. Customers will appreciate not being forced to stay on a list they no longer want and will think more highly of you as a result.
  5. Always write professionally in your email newsletters. It’s easy to forget that these emails are business communications because email is a medium that often encourages shorthand and quick messages. However, if you use “textspeak” such as using the letter “u” instead of writing out the word “you,” many of your customers may judge you harshly. This type of writing is not professional and can make it appear as if you are lazy or uninterested in presentation. This can cause customers to unsubscribe from your email list and refrain from doing business with you. In addition, your customers may forward your email to friends to show them your poor grammar or spelling. This is not the kind of reputation that you want.
  6. In order to avoid these kinds of errors, use spell check and have someone read over your email messages before you send them out. If you regularly use slang, you might include it in your emails without thinking about it, so it’s important to proofread and correct these types of mistakes.
  7. Avoid using images in your emails if you possibly can. Images can take a long time to load and slow down some users’ computers. In addition, some email programs will put your messages into junk mail automatically if they contain too many images.
  8. If you want to use images in your email newsletters, place a link to a “full version” of your email at the bottom of each newsletter. Then post a version of the email that contains images on your website. This method not only helps you avoid problems related to images but encourages readers to visit your website, which increases your chances of making sales.
  9. Your email newsletters should not only provide useful information for your customers, but also encourage them to do something specific. The end of each newsletter should contain a statement telling the customer exactly what to do to get further information, make an appointment, or purchase goods and services. Most call-to-action statements are very simple. You just have to say something like, “For more information, please call 555-555-5555.”
  10. Although your email newsletters are form letters, you want to personalize them as much as possible. The easiest way to do this is to set up your program so that it generates a letter to each person with their first name on it. That way, instead of saying, “Dear Reader,” it mentions the customer by name.
  11. Personalizing each email makes the customer feel like you care about him or her and allows customers to feel a personal connection with you. This personal connection is vital to making sales. The more the customer feels connected to you, the more likely he or she is to buy from you.
  12. Never attach any files to your emails. Most people are suspicious of email attachments from people they don’t know. Spammers and people looking for trouble often attach viruses to emails that can steal the user’s passwords or wipe his or her hard drive. For this reason, many users automatically delete emails that contain attachments unless they know the sender very well. In addition, some email programs put email into junk folder automatically if they contain attachments.
  13. Instead of attaching files to your emails, you should simply provide a link where readers can download worksheets or other free things that you want to offer via email. That way the user can decide for himself or herself whether to download the file and won’t be put off by receiving an email that contains an attachment.

As you can see, email marketing campaigns involve more work than simply writing a few emails and sending them to interested customers. You have to take email marketing just as seriously as any other type of marketing. If you put the effort into it that it requires, you can keep your customers interested in your business and encourage people to visit your website. Follow the advice you just read to help maximize your chances of making a profit from your email marketing campaign.

  1. TemiTemi11-01-2012

    Thanks a lot, this is well detailed. Many people still don’t see the importance of building a mailing list or they just don’t to see it as priority.
    Temi recently posted…Job ConnectMy Profile

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