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Do’s and don’ts of email marketing

When speaking to people on the networking circuit its easy to see why they think that email marketing is the best thing since sliced bread. There is, however a danger that you will spend so much time on your campaign with nothing to show for it. This simple rule applies to most things, “Work smarter not harder.”

I probably receive 50 plus emails a day, and out of those there may be 10 that I actually want to read. Email marketing is free, but only in that you don’t have to pay for the print and postage. You still invest  a lot of time and energy into putting the campaign together and compiling a list of contacts to send it to.

Ask yourself these questions:

Is your customer interested in what you have got to say?

What do you want them to do when they have received your email?

If you send out 200 emails and get no responses, what was the point of that? But if you send out ten, and get two responses, then it’s been worth while.

Don’t get a reputation for sending out emails that are not interesting.

Dissect your database of contacts.

Mine are placed into four different categories

1. SME’s I want to do business with

2. Existing SME clients

3. Agencies I want to do business with

4. Existing agencies

So you see, just by thinking about that exact client, your message is different. Your call to action requirement is different too. You need to write the copy so that it speaks directly to them.

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