Getting your email marketing right is an art as well as a science, and it’s important to understand that if you don’t get it right, the marketing email you write and send off to potential clients won’t even get looked at, let alone read by them. Allow yourself to be the judge here, as well. We all receive marketing emails, so which are the ones you look at? Which are the ones you actually read? Which are the ones you simply trash without even blinking—or the ones that go straight to your ‘junk’ folder?
Email is the currency of the web, and any person who is active online has an email address. So when it comes to connecting with your prospect buyers, there’s no other channel with a wider reach than email.
It’s an effective and inexpensive way to keep customers informed, and unlike direct mail, it’s easy to track the effectiveness of an e-mail marketing campaign. It enables you to reach people that have worked with you in the past or could be interested in the services you provide. This approach helps in bringing high response rate and also helps in building your brand awareness which in turn enhances your reputation.
Before you start, you need to define the goals of your email marketing campaign. These could be to:
- Remind clients you exist
- Nurture prospective customers until they require your services
- Actively try to get prospects that might require your services
- Encourage clients to refer friends and family to you
- Communicate and build your brand image
- Build strong relationships with your clients
Here are some steps you might like to follow:
- Build a healthy email list: include clients you have worked with, clients you almost worked with, relevant people in the industry who can help you get prospective clients and any other potential leads.
- Follow up: the first follow-up email a potential client receives after signing up is crucial to the success of your email marketing campaign. In any email service provider you select (i.e. MailChimp, Constant Contact, iContact, etc.), you can employ the autoresponder sequence for this immediate follow-up email. Following up is also a key determining factor why some online voice-actors win occasional jobs, while others win long term contracts. Sure, it would be fantastic if every person remembered us when we expected them to, but few will; our lives have just become too busy. Following up is part of building and maintaining a client list. Don’t neglect doing this.
- Setup Tracking: Being able to evaluate the effectiveness of each campaign will prove essential to maximizing your return on investment (ROI). Most email services provide complimentary analytics, make sure you use them. According to Kissmetrics, you should focus on open rate, click through rate (CTR), and unsubscribes.
- Last but not least, invest in good copy: If you’re not a strong writer, then hire someone with experience crafting concise, effective copy. Here are a few suggestions if you decide to give it a shot yourself:
- Describe who you are, and don’t force yourself on anyone. You achieve this by talking to people because they’re people. Simple, right?
- Keep it engaging, conversational and human.
- Get to the point. Using a subject line that clearly defines the purpose of the email does get it read more often. Inboxes are so polluted with spam these days that the last thing you want to do is give the impression you’re spamming someone.
- Imagine yourself in the room of the reader while you write. Nothing screams ‘delete me’ more loudly than an email that condescends, assumes, attacks, accuses, or—worst of all—demands. Ask yourself: “If I was there in person, what would I say?”
- Never ever send an email that does not market you well. If you’re uncertain, leave it overnight and see if it survives the morning after the night before. Then either send it or rewrite it.
- Never provide negative information. If you’re writing something that doesn’t make you feel proud, don’t share it. Don’t play on people’s feelings; if you try to make the reader feel guilty for not helping you, you’ll end up in the trash. In our experience, no one provides jobs out of pity. Potential clients or collaborators will be far more likely to think it would be best that they leave you to work out your own issues first before they even consider getting involved with you.
- People will always remember how you made them feel before remembering what you did for them.
Tools for email marketing:
Each one of these tools offers tips on the how, when and why of email marketing.
Keep this one thought foremost in your mind: There is no substitute for great content that solves problems fast and efficiently.