Email marketing has long been known to be effective but it is also quite tricky and if not done correctly you may end up with people complaining about spam. Creating an effective email marketing campaign starts with the way in which you build your email list and goes through to the person reading and clicking on a link in your email.
In order to do legal email marketing people need to both opt in to receive your email messages as well as be free to opt out should they wish to. Firstly, though, you want to give them an incentive to sign up for your email list.
The best way to do this is to have a squeeze page on your website. This page should encourage your visitor to give you their email address by giving away something of value such as a free e-book or piece of software. The squeeze page should be written similarly to a sales page in that it needs to give compelling reason for the visitor to give you their email address and why they need the product you are giving away in return.
Once people have signed up for your email list you want them to stay as subscribers and that means providing valuable content in your emails that they want to keep on receiving.
Firstly, your subject should encourage them to open the email and read further. There are many ways of doing this - you could ask them a question that will be answered in the email, tell them what they will read in the email, or raise their curiosity about a topic that will be covered in the email. Also try to avoid words that will be picked up by spam filters such as free, monetary amounts, or strong sales terms.
Once people have opened your email you want them to continue reading and should deliver on what your subject suggested. Focus on giving useful information and then doing some soft sell somewhere in the email in order to get people to visit your website and learn more - and there you can do more hard selling.
The key to email marketing is to establish a relationship with your customers and that means keeping in contact regularly. The easiest way to do this is to actually automate your email marketing process. Write a number of different emails and then set them up on an autoresponder to be sent out immediately after the subscriber subscribes and then at regular intervals thereafter from a few times a week to once a month. This means you don't constantly need to think about delivering emails but can set it and forget it while you focus on other aspects of your business.
Email marketing enables you to build relationship with your customers through regularly delivering good content in the form of emails and then encouraging them to visit your website for further information and from there they will hopefully purchase your products or services. Avoid hard selling in emails, especially in the subject lines, as this may relegate your emails to the spam folder.
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