Using email to market to your business practices is a great way to showcase your company, if done correctly. There are tactics to use when applying email marketing so that your informational email does not end up as spam, or worse, is not even opened by the recipient. The email needs to be sent to the right individuals who will open the email and become a potential lead into the company. In doing so, the first necessary tactic to use is list building. Because generating opt-in opportunities is such a challenge, it is important to distinguish who is who in the email lists. When constructing the email that markets your business, be sure that the lead forms let your recipients enter their email addresses and allow them to receive your messages. If the forms do not allow the email addresses, then you will not have broad email lists that target the right individuals to create sales leads. By getting more email lists, you will have a greater chance to develop opt-in opportunities and will benefit your email marketing strategy.
The construction of your email should be clear, concise, and straight to the point. Phrase the content of the email and the benefits of your business practices in such a way that your audience will understand. Do not use language or phrases that only the company would understand. The email needs to be understood by all ranges of people in order to gain a bigger audience base. Only send messages to those individuals who entered in their email addresses to the lead form and to those who have explicitly opted in. Do not send emails to those who have not given their address to avoid a false lead of click through rates and conversions.
The email should have a personal tone in order to communicate the information in a more effective manner. Use a real email name and add a signature to those contacts of relevant interest. Personalize the message according to the recipient so they know the reason for visiting your website. Do not leave the visitor wondering why they decided to click on the link to your page and what the email had to offer. Make the reasons clear. The content in the email should be valuable and apparent. Do not rely on images to construct your email. Use images to add content to your email after you have enough text to outline the purpose. Be consistent with your email marketing strategy to gain the right reputation and expectations in recipients.
All of your email marketing messages should have an objective. Make all of the information clear to the recipient upon opening the email. Within the content of the email, install a call to action that links to a landing page so that the recipient can reconfigure and choose to further engage with your company. Be sure that the initial email offer and linked landing page are formatted well and use the correct language and images so that all recipients can understand.
Written by: Olivia Oslin
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