When you think of e-mail marketing, what comes to mind? Spam or customer loyalty?
Developing an effective e-mail marketing campaign should be more than just a “blast” to your opt-in e-mail house file. You can’t just dump e-mail on your customers whenever you feel the need to move product. I have seen some of the best products, offers, and promotions fail in an e-mail marketing campaign because the company is trying too hard to make the sale.
Think of your e-mail marketing campaign as you do any of your offline marketing or advertising campaigns. And that means planning the following:
- Goal(s). What is the goal of the campaign? Sales, awareness, or communication?
- Approach. You know your customers and prospects better than anyone else (or you should; if not try sending out surveys to them to learn more about their needs and wants). Do they prefer promotional messages or informational ones?
- Timing. Try to develop a campaign or series of appropriately timed e-mails sent out over a period of time, rather than a one-time e-mail. I do not recommend sending out e-mails more than twice a week. Rationing your messages will help keep your opt-out rate low.
- Offer or promotion, if any. If you are sending a promotion or an offer, try to think of something that, like your overall approach, will appeal to your audience: percentage off, dollars off, buy one get one free, etc.
- Implementation. If you don’t have an online marketing manager, I recommend purchasing some type of e-mail marketing software. This will help you manage your list, review statistics from each campaign, and protect you from any possible spam complaints.