You’ve decided to take the plunge and finally kick-off an e-mail marketing campaign. Starting it is the hardest part. Especially since it’s your first campaign and your not really sure how to go about it. You may flirt with sending an email to your contact list with an attachment…if you are PLEASE DON’T HIT SEND! That is email and brand suicide!
If you are going to take the time to educate your clients, prospects and audience, take the time to make it look professional and make it easy for your reader, not yourself. Remember, whatever you put out on the internet and whatever other vehicles you use to advertise your business…it all reflects your brand.
You only have 1 opportunity to make a first impression. Make It count!
Here are some steps you can apply to ensure your email marketing campaign is optimized for the best branding results, best readability, and the best way to engage your audience:
Step 1 – Email Marketing Provider:
- There are many inexpensive options available on the internet for designing and maintaining email programs
- Many offer the capabilities of contact database management, polls, stock images and so much more!
- Many have free trials
- I recommend that you test drive a couple to see which is the most compatible for you and your business
- A couple for you to check out are : www.icontact.com and www.constantcontact.com
Step 2 -The DO’s and DON’Ts of Design:
- Once you have selected an email marketing program, it’s time to design your email newsletter
- Do match the template design to your industry, topic and brand
- Do go for simple, easy to read and eye catching formats
- Do use images complimenting your topic, brand or product
- Do use a clean and crisp template or design * Don’t try to be too fancy – the object is to get your message heard!
Step 3 – Content is Key!
- Before writing your email newsletter have a plan
- Determine what your topic will be – be specific and stay focused
- Make your content high quality and useful information for your readers
- Don’t try to send all your messages out in one edition – save some topics and messages for upcoming newsletters
- Consider creating several ’snippet’ type sections used to back up your main topic. For example, you’re newsletter may include the following:
Section A – Introduction/Greeting announcing what the focus of the newsletter will be – INCLUDE A CALL TO ACTION! (click here to buy…, call now for…)
Section B – An in depth look at the topic Section C – Positive testimonials regarding the topic
Section D – Any promotions or current offers available
Section E – Closing with a sneak peak of what can be expected in the next issue
- When writing to your audience, try not to overwhelm them with too much, non-essential information or technical talk
- The best way to write is to the masses – write as if you are talking directly to your customer. Not only is it easier for you but your customers will appreciate it and stay engaged!
- Whenever possible, opt for bullet point forms of communication
- People are busy and are bombarded with tons of email – something that is easy to read with loaded with valuable info is more likely to be read and even passed on (viral marketing)
Take some time today and research email based marketing websites, collect email addresses, and draft an outline of your first newsletter.
Stay tuned to learn how to get your readers attention and keep them engaged!
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