Email marketing is a great way to keep in touch with clients and customers
because when people sign up, they’ve shown an interest in your product or service. Your job becomes providing them with information that will continue to help them and demonstrate that you are the go-to person for their particular need or problem.
That’s why email is such a great communication tool. You are speaking to a targeted group of people.
But are you making the most of it?
It begins with the set up. Use a CAN-SPAM compliant system like MailChimp, AWeber, Get Response or even Constant Contact.
One of the first things you’ll be asked to do is enter your contact information. Make sure you are clear about who you are, what your company is and where you are located. Writers and others who are working under their name can put Jane Smith, Author or something similar. This information is required by the federal government. If you don’t want to use your street address, use your PO Box.
Don’t be coy or play games. Remember, you are the one asking them for their personal information. They are the ones who are going to be skeptical or uncomfortable about giving you their name and emails. If you aren’t transparent, the feeling is going to be uncomfortable and you will lose potential subscribers because they’ll be leery of who you are and what you’re really about.
Personalize your confirmation and follow up emails
When people sign up, part of the CAN-SPAM compliance is to confirm they are the ones subscribing, so they get a confirmation email, and probably a verification email when they’ve confirmed. These are set up as boilerplate templates, but you can make some changes and personalize them with your brand and your own style.
If you think about it, every contact is another opportunity to make a good impression, so you don’t want to miss the chance to make it count.
Your personalization doesn’t need to be elaborate to be effective. It can be a simple welcome note, in your own words, that ensures they feel like there’s a real person at the other end of the email.
Tell them what they’ll be getting and how often you plan to send it, too.
Offer a bonus for signing up
Don’t be afraid to share helpful information. You can offer a special bonus for them when they sign up. It’s a nice “thank you” and gives them a chance to sample what you do. Here again, it doesn’t need to be super fancy, what you want to do is provide something useful and representative of your services. Not an advertising piece (“thanks for subscribing, buy my book”) or sales teaser (“you need to do 5 things to grow your business and if you buy my book you can find out what they are”). A genuine bit of information they can use.
Segment your list if applicable
You might have people sign up who have different interests. Some services (like MailChimp) allow you to group your subscribers by their areas of interest. That way you don’t have to send them newsletters that are not targeted at them, but you can still keep them as part of a greater group for more generalized campaigns. This helps you be effective without overwhelming your subscribers.
Send content that is useful, interesting and informative
No one has time to wade through a lot of words to try and find something worth reading. Aim at good quality content when you do a mailing, and make it easy to read, with paragraphs, bold headlines, bullet points and clear language.
If you want to get a email marketing program going but don’t know where to begin, I can help you with that. Contact me, read more about my email marketing and list building services and let’s get started today!