It’s ne’er too Early:
We often talk with corporations who draw a bead on to succeed in several of an equivalent goals we’ve achieved with email – regular communications, and increased relationships. Amazingly, several of those corporations area unit considerably larger than U.S. – however however object on the grounds that they ‘aren’t ready.’ Baloney! Email marketing is implausibly easy to get started – and in our opinion it’s best when it’s done with a philosophy of simplicity
Frequent Contact is Key:
Email marketing does not work in addition for a one-time quick hit marketing strategy. Email permits you to create an everyday, ongoing dialogue along with your best clients and prospects. and that becomes self-selecting – people who most wish to do business with you may appreciate the regular communications. people who don’t will opt-out. It actually could be a win-win.
One of the real keys to success is how ofttimes (or not) you communicate. we occasionally provide special alerts, however usually, for us, once a month is plenty usually to communicate. I firmly believe – and our results have confirmed – that regular however respectful communication is optimal.
Content is King:
Ultimately, for professional service firms like ours it’s ideas that build relationships – and ideas area unit driven and supported by content. we strongly suggest the creation of an everyday communications vehicle – whether associate e-Newsletter or alternative vehicle. it’s worked for U.S. and it works for a number of our clients.
We even have found that it’s essential to stay the content out of the story. whereas this may appear to be a contradiction to the previous point, it is not. you should let folks realize your ideas, however not force them down their throats. Use the story to point to your content (on your web site or elsewhere) however don’t try and cram it dead. It should not take someone 10 minutes to determine if your story is worth a read. an overly long, dense, hard-to-read story simply wastes people’s time. additionally, by keeping the content external, you’ll use click through analytics to check who is actually inquisitive about what content – and tailor your follow-up befittingly.
Keep it amusing.
We’re afraid by the number of dry, boring newsletters that clog our inboxes. we take several newsletters to stay au fait our competitors, however we usually only read those that keep people amused. strive adding somewhat of humor if possible.
The flip side of the coin is when we see corporations who feel as though they need to close business in every sentence. Email marketing is regarding relationship building, and it’s something you’re doing for the long- term – not a fast revenue hit. Even for consumer- oriented retailers, this reality still holds true- client relationships area unit profitable after they area unit long, therefore your marketing efforts need to be oriented that approach.