A Quick and Easy Primer for Awesome Business Emails

Email is still a solid way to deliver your business message to customers and potential customers. But only if you do it well. If you do it poorly, recipients will quickly tire of your communications and immediately delete them.

Or worse…

Hit the dreaded SPAM button and report your content as drek. If this happens, not only will they not get the message but the report will also affect your email send rating jeopardizing future emails.

No business wants that.

Instead, you need to put together an email sending strategy that will keep this from happening. First, we’ll cover things you can send that will make people look forward to your correspondence. Then we’ll go over best practices in our Do’s and Dont’s section. Finally, we’ll ensure you have the right tools to send your emails for the most opens.

 

Email Components for More Effective Messaging

1. Newsletter. There are two options in newsletters: delivering it in its entirety or delivering a teaser and posting it to your website. The problem with posting it to the website is an additional click. Some people simply don’t want to invest the time in another click, nor do that want to worry about links in emails. Your newsletters should contain valuable information your clients want.
2. Discounts. One of the top reasons people sign up to like a page in social media or sign up for a newsletter is because they assume they will receive a discount or coupons. Some may even expect exclusive sales. If you offer any of these things in your newsletter, ensure you lead with that information. It will drive signups.
3. Invitations. People live in their inboxes. Many event planners are now using emails as invitations. It’s a good way to reach people as a backup or primary for some of your recipients.
4. Contests. Most customers or potential customers like contests. They energize and engage the audience. You can offer some cool branded swag or a free upgrade in service or sample in a product. If you offer something that is a “taste” of what you sell, make sure you give it a value like “30-minutes of consulting services, estimated worth: $100.”
5. Bonus content. Think about something your potential customers or customers need. It could be a tool or calculator, a resource, a story, a calendar with monthly discounts, or any other downloadable item you think your audience would enjoy. Provide it to them as part of your newsletter or free with an email address to people who are new to your website.

Now that you know what to offer, let’s take a few steps back to ensure you offer it in the most appealing way possible with these Do’s and Dont’s of Email Marketing.

 

10 Do’s and Dont’s of Email Marketing

Do:

• ensure you have a voice. Your email should sound like you.
• send consistently so people know when they’ll hear from you.
• respond promptly if your email communication elicits a comment.
• connect with online influencers. There may be a mutually beneficial arrangement that could be made.
• craft a subject line people will want to open.

Don’t:

• use corporate speak if you’re a laidback organization and vice versa. Use a tone and voice that fits you and your audience.
• buy lists unless you can purchase it from a trusted source like the chamber of commerce.
• talk only about your business. Always keep the focus on what you’re providing your audience.
• use an unprofessional design. Keep your newsletters within your branding guidelines unless you are using just basic HTML. While that is quicker to load, most people like pictures to break up the text.
• forget to track opens and clicks. Use what you learn about these things to improve your email sends.

Now that you have some ideas about what to send and how to do it, let’s talk about the technology involved.

I don’t know about you but I love the tech but don’t need to know exactly how it works and all the details. I want it simple.

Here are a few of my favorite email tools.

 

Easy Email Tools

I don’t like to spend a lot of time learning email and marketing tools. I want to set it up and go. These tech tools are easy to master but can grow with you as your needs evolve.

1. Constant Contact this email marketing tool provides over 100 email templates helping you to create the perfect message in minutes. There’s a free trial too.
2. ConvertKit helps you offer content upgrades easily and in an appealing way. Try the 14-day trial to see all the options it offers.
3. MailChimp this email marketing platform used to be what every beginning business used. But with some nice additions, this tool grows with your business.

Email marketing is essential to your business. It’s another spoke in your marketing strategy. But it’s not as easy as simply stating that you’re sending out a newsletter. You want to give some thought to what your audience wants and needs, as well as best practices, and the technology tools behind doing it.

Many people assume email marketing is a standalone marketing tool but it should always tie into your larger marketing strategy with online and offline tactics.

If you’d like to discuss how we can help you with your offline marketing needs, give us a call today.