An effective email marketing campaign can grab clients’ attention

Not all your customers may be on social media, and handing out pamphlets only reaches a certain number of people. Your other distribution alternative is email marketing. Just as business finance allows you to open your doors, so an email marketing campaign will prove an effective way to grab clients’ attention.

By getting your customers to subscribe to your business newsletter, you are ultimately broadening your marketing horizon.

Don’t be ‘that guy’

Spammers are the absolute worst and if your company is seen in that light, people are most likely going to unsubscribe from your mailing list. Keep your emails transparent, let your customer know you are there to do business, and business only. But an exorbitant amount of emails, won’t be seen as advertising your business, it becomes more like stalker-advertising.

Know your voice

This refers to your writing style and how you will come across in your emails. Your writing style shouldn’t be too corporate in nature, and it shouldn’t sound oblique either. Write in a homely manner without sounding like you’re undermining the reader. Keep the tone simple and to the point. You’re not writing a feature in a magazine here.

Create groups

When you have thousands of people on a list, and you want to send specific messages to certain members, rather group them it instead. Your reader will then get a sense that you’re speaking them individually. Individual contact is the best way to make an impact on customers.

Forbes writer Kate Lee agrees. She points out that you should “send people content they want”.

“Email newsletter services offer features like groups and segmentation to help you make your content relevant to the people reading it. If you’re sending different emails for different groups (for example, a non-profit might send separate emails to volunteers, donors, and the board of directors), then you can ask people to check a box to join a particular group on your signup form.”

Is it in the interest of the reader?

You need to strategise your emails before you send them. There should be no spelling errors or lenghthy sentences. The person on the other end should be able to concisely make out what you’re saying. Deliberate on how you can fulfil the reader’s needs and wants by not sending them thoughtless emails.

There are many times where people are unaware that they are even spammers. It’s difficult to believe, but it’s true. If you collected email addresses for a lunch giveaway or an event invitation, then you don’t have permission to send marketing emails.

You should make it clear at signup that you will be sending subscription emails and also put an unsubscribe link very clearly in every email you send.

For more information on Rogerwilco, visit www.rogerwilco.co.za. Alternatively, connect with them on Facebook or on Twitter.