If you’re just getting into email marketing or thinking about dabbling in it for the first time, there are a few things to consider first. Email Marketing involves more than simply composing and sending. That’s going at it blindly. There are many components and even smaller components within components.
With that said, before you send that first amazing email to your customers, consider the following:
Who are your readers? More than likely, they’re your customers. If so, what do you think they want out of your emails? Perhaps they want more information and tips, special offers, or new product announcements. Once you define who they are and what they want, it’ll be easier to come up with the content for your emails.
The Content within the Emails
This is the most important thing to consider with email marketing. This is why your reader subscribed to your emails. It will determine if your reader will stay engaged or unsubscribe from your list.
Make sure your content is useful to your audience and matches what they want out of your emails. Whether it is with product discounts or actionable tips – give them useful information. Don’t make it boring either, spice it up with eye catching colors and creative imagery. If you’re selling a product, add an image of the product in use – it’ll add context for the customer. Don’t write too much and don’t write too little.
At the footer (or header) of your email, make sure there are social links that let the reader know where else they can find you.
*This point deserves a star because it’s one of the most important aspects of content within emails. Make sure each email has a consistent and branded header. It builds trust with the reader and lets them immediately know who the email is from.
Frequency of Sending Emails
How often you send emails to your readers can have a major impact on your results. Sending monthly emails is consistent way of letting customers know when to expect emails from you. Sending every other month or every 3 months probably isn’t enough. It is important to get your brand in front of the reader as frequently as possible without overloading them.
Sending emails 2-3 times per week is likely overloading your reader and a decline in engagement (open rates & click-through rates) can be expected.
You are now ready to dive right into email marketing with just a few basic tips. Email marketing is trial and error – try some things, read the results, and a make a decision to move forward or halt what you’re testing.