10 Quick Tips to Better Email Marketing
To the point, this is my reply to a question posted on Quora (http://Quora.com):
- Realign your expectations. While you might believe your messages are relevant and uber important, it’s the receiver who decides that. No isn’t no. It’s just not now, perhaps later.
- Consider yourself not an emailer but a content provider or at least a marketing machine. The power of your brand to draw attention is a function of the ongoing relevance of what you distribute. You’re not sending emails, you’re building a reputable brand.
- That being said, it’s not – nor should it be – always about you. That is, if the content you distribute is in the context of all about you all the time, instead of the readers’ context (i.e., info of value to them), then you are, over time, going to lose readership.
- Test. Test & Test some more. From subject lines to day of week + time of broadcast – look for sweet spots and (dead) dogs. There is no magic bullet.
- Integrate other media channels. For example, Twitter, Facebook, LinkedIn, etc. Perhaps the combo of noticing a tweet + reading an email subject line will get you optimal results. It might (read: probably will) take multiple “touches” before you get an sort of reaction / interaction.
- Devote at least 10% of your budget to experimenting. Keep looking for the magic bullet (even if it doesn’t exist).
- Consider using a CRM. That is, those who reply (probably) expect a different ongoing conversation than those you are still trying to reach. A CRM – if used properly – should allow you to customize your relationships.
- Along the same lines, segment your list. Perhaps there are subtle or not so subtle difference in your target(s). For example, try different subject lines against different segments.
- Be mindful of the volume of information being forced upon the receivers. Far too many marketers believe theirs is the only brand in the information sea. Ha! Whether you believe it or not you are competing with the likes of soda adverts, car adverts, etc. The finite commodity is the receivers’ attention and in your case, the time / motivation to reply.
- Be creative. Given #9, perhaps the standard channels with the standard messages aren’t going to be enough. Send flowers. Send wine. Send a snail mail handwritten personal note. If you want to cut through the clutter – note: you are part of the clutter problem too – then you’re going to have to be creative.