A variety of elements go into a business’ marketing plan. Some of these elements include defining a brand, designing a website, utilizing social media outlets, and performing search engine marketing. With more marketing outlets used, more people are reached. However, that statement should be heeded with caution because you have to use the marketing outlets effectively if you want your message to be heard at all.
One common type of marketing is email marketing. Emails are convenient, reach a large audience, and are relatively inexpensive to create and send. The downside: because of the volume of emails received by many on a daily basis, it can get tricky. You don’t want to annoy your customers by overflowing their inboxes, and you want to ensure that your message is read. Here’s a list of things to consider when sending an e-blast (e-newsletter):
- Get to the point with your subject line- People often read the subject of emails when deciding whether to open or trash them. The worst thing you could do is not include a subject. Write a subject that makes people want to read more, and don’t forget to identify yourself in the subject. Not recognizing the email address may prevent readers from opening your message in fear of spam.
- Get personal and acknowledge your audience- Think of who your target audience is, and figure out a way to relate to them. No one wants to read a generic message, so it’s important to define your audience beforehand. If possible, even personalize your email by including the reader’s name.
- Give incentive- Have you ever opened an email and then wondered, “Why did I waste my time reading that?” Well, you don’t want to be that company. You have to give your reader some kind of incentive for opening. Some examples include contests, specials, or insider information (industry education).