Creating an effective email marketing campaign gives potential customers direct access to the product or service you are offering. But sitting in front of your computer responding individually to sales requests and questions can take far too much of your time. Learn how to promote a product without reading tons of emails by restructuring a few things on your website and in your email marketing strategy.
1. Set up trigger-based emails. Trigger-based emails are sent when customers take some sort of action, such as when someone signs up to receive your email newsletter or when someone purchases one of your products for the first time.
- Trigger-based emails eliminate the need for individual responses. If your email program does not have this feature, look for good auto-responder software.
- Be personable. Technology can sometimes make sales and content impersonal. Find a way to overcome that obstacle by using language and examples in your automatic responses that help your customers connect with you.
- Give a clear invitation as to what step you want them to take. Make it easy for them to purchase your product, subscribe to your email newsletter, or bookmark your website. Asking them to join your social media accounts also helps them feel more engaged with your company and your product.
3. Provide links to your website. It is important to limit the amount of information you provide in an email. Large files may send your email directly to your customer’s spam folder, while lengthy emails with a lot of text can be overwhelming to read. Your customers are already online, so send them to your website to complete transactions or to find more information.
- Provide the most important information in your email. Then include a link to your website where they can find product details and answers to frequently asked questions.
- Utilize a secure online payment system. This allows customers to buy your product without waiting on an email or trying to catch someone on the phone. Everything is done automatically.
5. Use best practices in email marketing. Recent laws have provided stricter guidelines to protect consumers from receiving spam or getting caught in an email marketing scheme. However, you can connect with your customers as long as you follow good customer service guidelines.
- Provide valuable content. The Internet has put information at people’s fingertips. Give them a reason to look at yours. Make your content stand out from your competitor’s.
- Have customers sign up. Provide a link on your website for individuals to opt-in for your newsletter or promotional emails. Remember, you need to get permission from people to send them emails. Otherwise, it is considered spam.
- Make it easy to unsubscribe. By law, there has to be a way for customers to unsubscribe from your email list. Instead of making your customers jump through hoops to get out of your email, make it simple for them. Some email programs allow customers to unsubscribe with a single click, without any manual work on your end. If you do have to do it manually, take care of removing them as soon as you receive their “unsubscribe” message.
- Limit the amount of automated emails you send. Very few people want to receive 5 or 6 emails from the same company within the same week. Structure your trigger-based emails in a way that helps prevent this.
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