E-mail Marketing And Newsletters
Email newsletters are a relatively cheap and effective way of reaching your existing client-base with your latest news, products and offers.
If you want to reach your clients using email, you will probably want it to match your existing website and branding. This can be as simple as inserting your image at the top or bottom of your email or hiring a designer to come up with a professional looking email.
No matter how simple or complicated your email will be, we are here to help.
If you intend sending newsletters regularly, you won't want to have to have them designed and coded each time. Some of our clients have opted for an add-on to our Content Management System allowing them to write emails themselves and simply generate the code ready for the Email Service Provider (see below).
Things to remember when composing an e-Newsletter
1. Don't look like spam
Most people who use email regularly get a lot of spam. It is because of this that a growing number of people will automatically delete or ignore anything that looks like spam. So it is important that the email is branded so that it is obvious who you are right away, and why reading your email will be of immediate interest to the reader.
2. Word the email carefully
The way your email is written is very important. Due to spam filters, a lot of customers will never see your email if certain phrases are used. To stop your email ending up in the junk mail folder, you will need to avoid using words or phrases that are often associated with spam emails - especially in the subject line.
Phrases that are best to avoide include obviously include expletives, references to pharmaceutical products and words that are associated with marketing like "free" or "buy now".
3. Be concise
If you do manage to get people to actually read your email, then you need to be very concise.
Most people will only skim read your email to see whether the contents are useful to them. If they don't find it quickly, your email will end up in the recycle bin.
Even if people think the email will be useful later, research show that the vast majority of readers will never come back to your email - relevant as it may be.
4. Intro Only
So, you have a good article and you want to share it?
As mentioned above, most people don't have time to read your whole email, so the best way to publicise your new article is to share the first paragraph or so in the email. Then put a link to the full article for them to follow.
If people are genuinely interested then they will follow the link and read the whole thing in their own time on your website.
Another benefit to this is that you can directly track the number of people who click on your links from the email, as is discussed below...
5. Link back to your site
The best way of finding out how successful your email has been is by tracking the number of visits your website gets through links from it.
By placing a unique reference code onto the end of your links, you can easily track referrals using a analytics package. (What is Google Analytics?)
Another benefit of using this technique is that they may find similar articles or products that weren't mentioned in the email.
Pictures can make your email look very professional, but use them sparingly since a lot of spam filters will block emails where the ration of pictures to text is high.
So where possible, use text instead of images and encourage your subscribers to add you to their safe senders list, since images are blocked by default from unknown recipients.
7. Don't over do it
In the same way that overusing social networking sites like Facebook and Twitter can annoy your customers, the same is true for emails.
Just like with more traditional advertising, getting the balance correct is an art. Too often it is frustrating, too infrequently and it becomes ineffective.
Email Service Providers
An Email Service Provider (ESP) is a company that provides a way of sending emails to your clients, as well as managing requests for removal from the list, statistics and makes sure that your email goes through to as many of your contacts as possible.
Some Email Service providers give free (but limited) accounts to small businesses and charities. The costs of these services varies considerably depending on the number of clients you are intending on sending emails to.
Need more information?
If you would like to discuss setting up an email template or would like more information about this service, please email us or phone Doive Designs on 07817 851856 today.