Don’t “love” your customers to death!

February 3, 2015

Ongoing meaningful communication is essential for any relationship to grow and flourish. That can be equally said for relationships at home, at work and with your business customers.

Surprisingly this most basic tenet of human relationships is so often overlooked by so many businesses. We subscribe to the principle there that there’s almost no relationship that cannot be enhanced by honest, relevant dialog. And, in business, one of the simplest and easiest ways to communicate is through email marketing.

Customers and prospects like to hear from you when you have something to say that is interesting or important to them. Seems obvious doesn’t it? Yet you’d be surprised just how little thought some businesses put into their email campaigns.

Sometimes it seems almost a case of “let’s just get something out there” and almost anything will do. That’s not good. Another thing that happens with email marketing is that some businesses annoy the heck out of their customers until they eventually unsubscribe. That’s not good either. Often there’s a fine balance to be maintained even when you have something valuable to say.

Email marketing campaigns shouldn’t be ad-hoc; they should be planned as part of an overall marketing strategy and carefully thought through with very clear objectives in mind. When you’re planning your campaigns, keep asking yourself “what is it I can tell my audience that will help meet my objectives and be of interest to them?”
Then consider:
How often you should contact your customers.
How to leverage your email campaign to grow the customer base?
What role should Social Media play?

Once the strategy is set and you have a plan for the content, then:

Make your emails visually appealing, ensuring they are easy to read and understand.
Create a subject line is likely to get the best open rate.
You may wish to test several.
Make sure your emails are [mobile] responsive.
Have a simple CTA.
Decide what response would you would like from readers.
Do you want them to call, download something, visit your website?
Be ready to follow up.

Would you like to know more?
At em Creative/Digital, we have decades of experience in direct and email marketing. Our team of strategists, creative designers producers and developers can assist with all of your email marketing needs. Call to speak to one of our account managers today. 99532988

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