There is no denying that email marketing is a very important part of any business and understanding the email marketing concepts that apply to your business – whether it is a brick and mortar business, an online store or a combination of the two – is even more important to running a successful campaign. I think it’s safe to say that just about all internet users have email and a majority of them check it daily, many can even check their email from their mobile phone. Electronic mail has become an even more vital part of communication as physical mail in your mailbox. It is inexpensive and fast, as compared to traditional mail and there are many proven benefits to email marketing campaigns. With so many business using email, recipients inboxes can get overloaded and so many are now employing spam filters and just deleting what doesn‘t immediately strike an interest. Below are some key email marketing concepts that can help you stay our of the virtual trash bin and keep you in the potential customers inbox.
1 . Trustworthiness and professionalism of the email are very important. With the insane amounts of spam people receive and email viruses out there, its important that the recipient trust your business enough to open the email or click the links within. If you go into a business that has a sloppy, scattered appearance and the associates don’t seem to be thoroughly educated about the product or service, are you going to trust them with your money? The same goes for these email marketing concepts and campaigns, if your message is sloppy, overcrowded or carries little to no important, valuable information no one is going to give it a second thought. A little professionalism can go a long way. Your email is the image of your business you are putting out there and you are creating your brand identity.
2. The recipients familiarity with the brand or product is important. If you bought an email list from a third party and the recipient has never even heard about your brand or products, they will more than likely delete it without even opening it. This is one of the most important email marketing concepts to consider if you want to avoid the spam filters. If you acquire your email list organically, through previous contact with the recipient who willingly provided their email address and showed an interest in your business, they are much more likely to open and read your email.
3. Once you have the recipients interested and trusting your business, you need to give them a reason to keep coming back to your site. Exclusive promos and clear benefits to opting in to the email campaign are important. Email newsletters or exclusive email deals remind them that your business is there and that you can provide for their needs. If the recipient feels that they will benefit from being on the email list, they will stay on it. Many clothing stores email coupons and savings to their subscribers that are exclusive to the customers on the email list, and give bonus benefits to those that refer other subscribers. It is like word of mouth marketing but faster and traceable.
4. This is almost a no-brainer. Your emails need relevant content – this is one of the email marketing concepts that shouldn’t need to be mentioned but far too often does. The email needs to show the potential customer what you can do for them and why you can do it better than your competitors. With the boom of internet business and the mass of websites out there, potential customers can compare you with other businesses quickly and easily. Your email needs to reflect your businesses strengths and highlight why doing business with you is the best choice.
5. Quantity and frequency are important. You don’t want to load their inboxes with mail to the point that people are annoyed or frustrated with constant messages from you. But you do want to stay on the forefront of their minds by politely reminding them that you are there, so that when they do want to make a purchase you one of the options they think of.
Trustworthiness, familiarity, exclusivity, relevancy and frequency are important email marketing concepts to consider when evaluating your email marketing strategy and campaign.