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Email marketing should always be thought of
as a marketing tool and not a branding tool.
For most businesses, branding is important -
it's got to look and feel like it's come
from your company - but getting new
customers in through the door is more
important.
When we advertise ourselves by email, we
keep the same appearance as we do on this
website for example - same font selections,
roughly the same layout, the same language
approach and so on. That's just for
consistency however - we really want people
to phone us up and ask us about what we do
rather than visit the website, but in case
they do visit the website, they can see, by
the styles used, that it is the same
company.
Your emails should
be about selling your products or services,
not telling about who you are and your
corporate vision. They're both
important, but you should really concentrate
on getting money in the bank before letting
customers know your mission statements - they'll
find that out over time and be glad you have
that approach. |
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Even if you're email marketing to existing
customers, open rates can be anywhere between
10-30% and response rates a tenth of that. That
might not sound a lot, but it's more than will
read or react to other types of marketing -
that's why email is so popular.
When emailing
existing customers or prospects you've just
bought from us, only a few of
them will be in the market at any one time -
that's the infamous buying cycle at work. Their
point in the buying cycle will mean they're more likely to open
your email and/or respond to it.
We believe that you should set a minimum
order on any email campaigns you do with your
data. It's
going to be a lot easier to show a return if
you're making £50 per sale from customers than
£5 per sale. |
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One of the biggest mistakes in copy writing or
advertising is writing for everyone who will get
the ads. While it might seem to make common
sense, it can also put off those truly in the
market at that time by being too wordy and
trying to justify the purchase too much. If
they're in the market at the time, they either
know they are consciously or sub-consciously so
the job of the email is to make your particular
take on what they're interested in relevant and
attractive.
No matter how many free offers you make, no
matter how great your product or service is and
how well the email shows you and it off, if
they're not in the market at the time, they're
not and there's nothing you can do about it.
Just write your advert for those who are truly
interested, spending your time showing them why
you're the best there is. |
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In the way that many of you are loyal to your
current supplier, so are your potential
customers. When you buy widgets for your
business, you might know your
account manager's name - you've probably got a
really good relationship with them developed
over years that's beneficial to the both of you.
That loyalty can run deep. For us, we've had
many of the same suppliers for years - the
oldest current one goes back to 2003. We know
them, we trust them - they occasionally drop the
ball but who doesn't? When they do, they're
honest and hold their hands up. Dealing with a
company for 6 years breeds a trust, a friendship
and a tolerance.
Given all that, make your offer great. Make it
enough to turn their heads and at least give you
a call. If they're on the phone to you, you have
a decent chance of getting their business. In
the current economic climate, we're all looking
for ways to save money and maximise revenue -
could you be the one to help them do that?
People buy
people first. Get them first with the deal and
then afterways with you and your company. |
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