In this age of marketing through SEO and social media email seems to have been forgotten. Does this mean that it is no longer effective? Not quite; email marketing is still a very effective technique but you have to know what you are doing if you are going to make it work. This is not to say that you should pay any less attention to your SEO and social media campaigns. You should bring in email marketing to complement them.
The best way to do email marketing is the old way. Start by capturing email addresses through your website. You can offer users something in exchange for their email addresses. What has to be different, however, is their kinds of emails that you send out. Today, users’ attention spans are shorter than ever and if your emails don’t get to the point right away you will lose their attention. Make sure that your email is brief and to the point. In fact, the best way to run an email campaign is to send out one email a month with an enticing offer. You can, for example, send out a brief email in the middle of the month when sales are low that has a discount coupon.
If you feel you want to write longer emails they have to be very interesting. They have to make the user actually want to read through to the end. One way to do this is to tell a story. People like stories because they are relatable. At the end of your story find a way to work in your product or service and the reason why the reader will be better off with your product or service.
You may be wondering why you should send out an email only once a month. The answer goes back to users’ attention spans again. If you start to send them an email every day or several times a week they will soon get bored and your emails will be relegated to the spam folder. By only sending out an email once a month you remain mysterious and people like mysterious.
What you should focus on in between email shots is gathering email addresses. Make it so that when people visit your site they see a call to action that is so compelling that they send you their email. This way you can gather as many addresses as possible – the more addresses you have the higher the likelihood of sales. Some people prefer to buy lists. This is not always so good because not many people like to receive unsolicited emails, and they most likely treat yours as spam.