Email marketing is probably the most used marketing tool on the
Internet. This is because it works. But it only works when it is done
properly. Following the proven steps of best practice email marketing
will help you build a list of people who will open you emails and
consider the contents. For this to happen you need to avoid some of the
more common mistakes.
Don't be in too much of a hurry
Spend time on the content of your emails. Make sure they are easy to understand and the message is clear. This means you have to read them through others' eyes. Do they say what you want them to say? Will the recipients know what you want them to do? What sort of impression will they get of you? Will they know you genuinely want to help them? Have you used language that might offend some people?
Try for a simple, friendly, but businesslike style. You want people to be able to relate to you but you also want them to see you know your business. You should have a thorough knowledge of your niche, so you can show them how you can help them and how your product or service could apply to them.
Don't be in a hurry to make a sale
Be careful not to try the hard sell in your first email. Of course you have something to sell - the recipients knows that - but they may not be ready to buy your product or service immediately. In fact, they will not buy from you until they buy you. They will not buy you until they trust you. They want time to get to know you before they seriously consider what you have to offer. This will take a little time.
If it is your first campaign, or the first for a while, it is all about building a relationship, which is building trust. Once you have done this you can write to them with offers but you still cannot take them for granted. The best marketers stay in touch with their list and continually give them helpful information such as How-To ebooks and videos.
One very successful marketer sends freebies to his list on a regular basis, just for being on his list. He says it is just to say thank you for opening his emails. Needless to say, I always open his emails and read them thoroughly, and so would most people he has written to. This does not mean I buy everything he has to offer, but I do seriously consider them and I do buy some things.
So, take it easy. Let the people get to know you and feel comfortable with you. Then, if you offer quality and service, they will gradually buy from you. This is no different to selling in the offline world. The disadvantage online is you are not face-to-face, so you cannot sell yourself physically. You can only sell yourself through your emails - what you say and how you say it. Spend time on them so you can present yourself in the best possible light.
Don't be in too much of a hurry
Spend time on the content of your emails. Make sure they are easy to understand and the message is clear. This means you have to read them through others' eyes. Do they say what you want them to say? Will the recipients know what you want them to do? What sort of impression will they get of you? Will they know you genuinely want to help them? Have you used language that might offend some people?
Try for a simple, friendly, but businesslike style. You want people to be able to relate to you but you also want them to see you know your business. You should have a thorough knowledge of your niche, so you can show them how you can help them and how your product or service could apply to them.
Don't be in a hurry to make a sale
Be careful not to try the hard sell in your first email. Of course you have something to sell - the recipients knows that - but they may not be ready to buy your product or service immediately. In fact, they will not buy from you until they buy you. They will not buy you until they trust you. They want time to get to know you before they seriously consider what you have to offer. This will take a little time.
If it is your first campaign, or the first for a while, it is all about building a relationship, which is building trust. Once you have done this you can write to them with offers but you still cannot take them for granted. The best marketers stay in touch with their list and continually give them helpful information such as How-To ebooks and videos.
One very successful marketer sends freebies to his list on a regular basis, just for being on his list. He says it is just to say thank you for opening his emails. Needless to say, I always open his emails and read them thoroughly, and so would most people he has written to. This does not mean I buy everything he has to offer, but I do seriously consider them and I do buy some things.
So, take it easy. Let the people get to know you and feel comfortable with you. Then, if you offer quality and service, they will gradually buy from you. This is no different to selling in the offline world. The disadvantage online is you are not face-to-face, so you cannot sell yourself physically. You can only sell yourself through your emails - what you say and how you say it. Spend time on them so you can present yourself in the best possible light.
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