The 4 rules of great email marketing
By Paul Green
Email marketing is a powerful and highly cost effective way to promote your business.
We use it extensively in Publicity Heaven for one reason – it works! There’s no better way to communicate with thousands of prospective customers.
If you’re not making the most of email marketing yet, there are four rules you must follow to make it great.
The first is to
1) Segment your audience: Rather than just send the same email message to everyone on your database, you should do different versions of messages. For example, you have a different relationship with people who have already bought from you compared to those who haven’t yet. The reason for segmenting is to…
2) Make your message relevant: Sending emails which are not relevant to your prospects is the number one way to get them unsubscribing from your email list. That means you must have a consistency of message. If someone signs up for PR and marketing tips, for example, they don’t want to get emails from you pushing air conditioning units.
3) Communicate regularly: It’s scary how many businesses think they should only send email marketing once a quarter. Ironically, the more infrequently you communicate with customers, the more likely they are to mark your email as spam. Send email marketing at least monthly, and ideally weekly. Your customers will soon tell you if you are emailing them too often.
4) Test and measure: The only way to know the best kind of email marketing that works for your business is to test different ideas and measure the results. This doesn’t have to be difficult or time consuming, but is an essential step you mustn’t skip.
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