In the age of social media, many people think email has lost its mojo and is no longer worth doing, but they are wrong.
Email marketing remains a very powerful tool that companies of all sizes should take advantage of. A 2014 study by Quartz Insights found that 56% of executives look to email newsletters as a key source of news and information.
How to Create a Successful Email Program
A successful email program requires several things:
- Effective acquisition. You need a build a qualified list of recipients for your emails. This is not necessarily easy to do. One source of names might be your existing customers. You should also put a sign up widget on your website and on your Facebook page. And you can try to collect emails through events, promotions, and other techniques.
- Good design. Readability is paramount for successful email marketing. Sending dense, hard-to-read emails laced with bright colors and flashing things is a quick way to drive up your spam count. Instead, you want to create a simple, clean layout for your content that is consistent with your company branding.
- Great content. The core of any successful email program is great content. You need to send people information that they want to read on an on-going basis. Typically that means your content must deliver genuinely useful information and can’t be too salesy.
- Reliable frequency. Although hard core marketers will tell you that you pretty much can’t send too many emails, we tend to favor moderation – partly because most companies don’t have the resources to do more than that. On the other hand, you don’t want to send things so infrequently that people lose their connection to you. Needs will vary, but in many cases, a monthly content-rich newsletter will suffice, especially if you are also sending out periodic special offers and notices.
We Can Help Develop and Run Your Email Program
We have been running email marketing programs for over 10 years. We help you develop a program that is well suited for your business needs and then help you manage it on an on-going basis to maximize results.
Please contact us and we can discuss how you can build or expand a success email marketing program.