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Feb 28 2013

Email Marketing: Not Sure What To Send?

content marketingIn our series about email marketing, we’ve talked extensively about how to create and maintain an email list of customers and potential customers that want to receive your emails. We’ve also talked extensively blacklists and how to avoid them.

Now that you’ve got your list set up and your familiar with the rules, you’re faced with your next challenge: What types of emails should I send?

All of your emails should create value for the recipients. The focus should be more on meeting their needs than promoting your business.  Want to promote a new product? Great, include a coupon so recipients can get a discount on that product. Your content should answer questions, give useful information, give discounts or keep recipients updated on important industry news.

Newsletters are a great way to share valuable information with your clients, which establishes you as an expert in the field and helps gain customers’ trust. Newsletter content should focus on informing rather than selling. If you’re a real estate agent, your newsletters can share market information, give moving tips, explain complicated real estate terms or discuss community events. If you are emailing for a non profit organization, share stories of how your work is changing lives, give kudos to donors and tell people how they can volunteer. Newsletters are most effective when they have a lot of pictures and textual messages that are short, to the point and easy to remember.

Are you hosting a new store opening, webinar or special client event? Send invitations and collect RSVPs through email. Encourage people to RSVP by making each positive response an entry into a drawing for an attractive prize. Just make sure you’re sending to people who are actually able to go. For example, if you’re opening a new store in San Diego, don’t send to your clients in San Francisco.

Coupons and discounts are almost always popular emails. They will be even more effective if you tailor your offers to fit your customer’s needs based on things they have previously bought. For example, if you own a pet store, send discounts on dog products to dog owners, cat products to cat owners, etc. People like to feel special, so another effective tactic is to create discounts available only to email subscribers. Let them know this is a special offer available only to them and they’ll be more likely to act on it and stay subscribed.

Product launches are great things to advertise via email. You can include a video of someone using the product or giving a testimonial about how great it is. Don’t simply list the products great features, but tell clients how this product will help them and make their lives easier.

Surveys can be a great way for you to better understand your client base and create products and services that better meet their needs. You can ask about their recent experience with your company, which product do they use most often, or ask for name suggestions for a new product. People like knowing that their opinions are heard and respected, so be sure to act on those responses and use them to better the customer experience.

We’d like to hear from you. What types of emails have you sent out that have gotten a good response? Tell us in the comments below.

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