Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Phil Stone If you have made the decision to make email marketing part of your overall advertising campaign, congratulations. I believe that both Internet Marketers and Brick and Mortar businesses will embrace email marketing over the coming years. To email data uk build a successful email marketing campaign where your email data base continues to grow and few subscribers decide to unsubscribe requires a balanced approach. You must give more value than strictly selling to them. So, what kind of emails should your company send to get more business yet keep customers from unsubscribing? Start by looking at your own personal
experiences. You probably have had businesses send you emails that are nothing more than sales pitches. That is the worst thing to do. You may start thinking of an email they send to you as a nuisance or irritation! Then you may have gotten emails from a savvy company who gave you something you want or need. You might begin to look forward to their next email. Coupons certainly will be of value, but when it comes to value, no one can ever overdo it. Here are some examples: Imagine a Dentist office. They could add tips about oral health to every email they send. One in their series of pre-planned emails might list food and drinks most likely to stain teeth. I would like to be told what kind of mouth wash works best for teeth and gums. They could rate the different kinds of electric tooth brushes, maybe even one they sell. If they offer value, keep their emails short, and don’t barrage their patients with too many emails, their patients will actually enjoy getting those emails.
If your dentist did this with you right now, do you think you might get your teeth cleaned more often? A Liquor Store could suggest Cocktail Recipes. If a particular recipe sounded tasty, the Liquor Store would likely sell more of the ingredients. But, like any business, just keeping their name in front of their customers will bring in more sales. It is all about building relationships. If they carry fine wines, they could offer tips on wine selection, and maybe include an invitation to any wine tasting events they schedule. In a mixed drink, I can’t tell premium vodka from a generic cheap one. If their emails explained that premium vodka was less taxing on the liver, their customers might buy the more expensive premium brand. A Realtor could build their email list with everybody who walks into their office or open house. It doesn’t take much imagination to think of the kind of valuable content they could include in their emails. Anything from home maintenance to tax strategies to neighborhood news could be the quality information they provide that keeps their name in front of their prospective buyers and sellers. A hair salon could tell their subscribers about all the things they can do to keep their hair looking great. One tip might be about blow-drying. The next might be about washing. Another might be about nutrition that can impact the health of the hair and scalp. If your hairdresser sent info like that along with discount coupons for their special shampoo, would you be likely to try that shampoo the next time you got your hair styled? If you’ve lived in the same area for a number of years and hired painters to paint your house, have you always used the same painters? Probably not. Most people forget the name of the company who did the job the last time. So a painter has a great need to keep the company name in front of customers. They could offer tips on small paint jobs that their customers are likely to do on their own, how to prep before painting wood, how to cover a stain, how to sand properly, what paint to use for outdoor furniture, and the list goes on. If your painters gave you short tips that really had value wouldn’t you be calling them when your house needed painting? And might you even paint more often? And you might refer them to others just because they give you value. Any home-improvement contractor could do something similar. Imagine going into a restaurant and having a great meal. They give you a flyer on the way out that asks you to register at their site, telling you that you’ll get discount coupons for future visits along with food tips. They could send you emails on the best way to reheat the contents of your “Doggy Bag”. They might teach you how to pick the freshest vegetables, and explain that’s the way they choose what they offer on their menu. They might realize that a particular day of the week was slow every week and give discounts to email subscribers who come in that night. Chances are you consider yourself an expert in your field. What makes you an expert? Experience and knowledge. Be creative and break up that knowledge into small pieces and put that into your email campaign. Not an expert yet? Use search engines to find valuable content you can include in your emails. You can even send links to information if you think you’ll be providing value to your subscribers. Keep the emails short and send less often than you might think. We are living in a society of sound-bites so don’t send emails that are pages long. And use the general rule of two thirds value and one third offers when you compose your emails. Then remember to not send too many. Depending on your type of business you might schedule two or three the first week and then taper off to once a month. If you are a leasing company or a car dealership just trying to get that first sale you might send one every day for a month, and then one every three months after that. Do what suits your business best. Remember that even though your program may be on autopilot you need to monitor and evaluate your email program. Watch the statistics and listen to customer feedback to judge how you are doing. If you feel you are getting too many unsubscribes, boost value, reduce the frequency, shorten your emails, or limit the amount of selling that each email does. If nobody is unsubscribing, consider increasing the frequency or just add some spontaneous emails to the scheduled ones you send. An email campaign can always be adjusted so try minor changes and monitor results. But don’t spend too much time on it. You don’t need, and frankly, won’t find perfection. It is all about incentives. Your email data base will grow over time. How many would you have now if you had started building our email data base five years ago? Just adding ten a week and you’ll have five hundred by the end of a year. Five years and you’d have twenty-five hundred to market to. And keep in mind that you may even get people who don’t buy from you right now to subscribe and become a customer down the road. If someone comes into your appliance store and registers but does not purchase, don’t you want that name on your list? Give them a compelling reason to register. Give them a strong incentive. Maybe a free gift. After all, how much is a customer worth to you? The internet and email marketing is really still in its infancy and growing exponentially every year. Give your customers a reason to let you have their email address, make sure each email you send is short and full of value, set up a schedule that doesn’t bury your subscribers in so many emails that they feel like it’s just spam, and have some fun with this. Build a successful email marketing campaign and you’ll add profits and build more name recognition with less time and less money than you could ever imagine. Phil Stone is an Internet and Network marketer who has helped hundreds of people develop financial independence with additional income streams. During his 30 years in sales and marketing in the corporate world he personally trained thousands of sales people. He is Vice-Chairman of the Internet Advisory Board with his current company, and when not travelling, he works at his Florida home with his computer and phone helping duplicate his success with other people all over the world. Visit his blog site, for more tips and tools for Internet and Network Marketers.Wordcount:1449