If you’re going to do it, do it correctly. At least that’s our philosophy when it comes to email marketing. Many business owners avoid email marketing for a variety of reasons: they find it intimidating, they don’t know where to start, they’re afraid of being perceived as spammers, etc. Email marketing isn’t to be feared; it’s to be warmly embraced with these suggestions for driving business results.
Make it sing.
With email marketing, you’ve got to follow a consistent rhythm for communication distribution. Our favorite formula is one promo email followed by one basic newsletter, each month. A promo isn’t necessarily a discount or special offer (though it doesn’t hurt); use it to connect with clients via tips, employee features and more. Newsletters can be an educational medium to share business updates, industry news, and beyond.
Visual elements and compelling copy.
Text-heavy emails are a significant turn-off. Visuals, whether photos or other images, on the other hand, carry great power. They give life to text and help your audience to zero in on what details matter most. One caution. Since images can make or break an email marketing campaign, make certain they load appropriately and quickly for users. And when it comes to email copy, keep it compelling, relevant and straightforward. And above all else, include a call to action via a button or hyper-linked line of text directing viewers to your website, number and/or email address.
Not all email marketing platforms are created equal. Some are constantly evolving to keep up with modern demand for superior digital features, functions and appearance; others stay grounded with static offerings. You’ll want to consider whether drip campaign functionality is of value, what level of reporting you need, how much storage you need for images and/or if stock photography is available, layout and image placement options, and more. Customer service accessibility and availability is another element to consider when selecting an email marketing platform. Do you prefer real-time interaction for troubleshooting and inquiries, or can you settle with email correspondence?
If you’re in the market for an email marketing platform or you’re desperate to offload the time and energy it takes to adhere to a set distribution schedule, don’t fight the fight alone. Contact Focus Marketing & PR’s Founder, Niki Lopez, at 303-949-1876, or send her an email at firstname.lastname@example.org.
About Focus Marketing & PR
Focus Marketing & PR is an affordable, Colorado-based boutique marketing firm specializing in arming small and medium-sized businesses of any industry with tools to navigate the constantly changing digital world. Give us a call today to discuss your marketing and PR needs; we always offer free consultations. Contact Focus Marketing & PR.