Email marketing gets results. But many companies don’t use email marketing like they should. To obtain the best results from an email marketing campaign, you must be aware of a few concepts and criteria that can make a world of difference.
After observing the best practices of companies that were achieving impressive results in email marketing, I compiled some key concepts of an effective email marketing campaign. My goal is not to cover everything that can be said about the subject, but I see clients and traditional and digital advertising agencies missing great opportunities because of their lack of knowledge on the subject. My goal is to make them reflect on this. And, in keeping with marketing traditions, I will explain the subject using the 4 Ps. The 4 Ps of email marketing are: Proposal, Pertinence, Permission and Permanence.
1 – Proposal
The proposal is the summary of what the company is offering the market via email. That is, which product or service is being sold and under what conditions: price, payment options, terms and promotions. The proposal also includes the visual presentation and message, which must feature an exciting idea, persuasive communication, and a clear and attractive layout. Additionally, the proposal must avoid using words that can be indicative of spam or that can trigger the spam filters of the main email servers. Finally, the email marketing proposal must be integrated with other communication actions to leverage results and take advantage of the best each medium has to offer.
And when talking about media, I mean not just traditional communication channels, but also outbound and inbound telemarketing actions and personal sales efforts. These must all be aligned and speak the same language, but stay true to their own characteristics. The potential to create cross media actions is huge, when we take into account that Mail2Easy PRO, as well as other effective email marketing management systems, provides accurate and reliable information about the people who viewed the email marketing campaign and the products or services that interest them.
2 – Pertinence
In this respect, email marketing can be either a desirable, even enjoyable, experience for your target audience or an annoying mother-in-law who insists on visiting you at the most inconvenient times. Pertinence relates to your business and proposal being relevant to your target audience which, in this case, is your customer base and prospects. It’s no use sending an email from a pet shop to people who don’t have pets, right? Unless the proposal is about the advantages and joys of having a pet. Pertinence is not just about the correlation between the product and the target audience, but also about the content of the message itself and its appropriateness for the audience it’s targeting. After all, your audience is part of the proposal.
The email mailing lists used in email marketing campaigns must also be pertinent. You should avoid working with companies that send out spam advertising absurdly cheap email mailing lists containing thousands or millions of addresses. On the other hand, you can use your company’s own mailing list to increase your number of subscribers. Creating an opt-in campaign, in which people subscribe to receive emails about your company or its products, with referrals made by friends of customers who have an interest in your company and its products, and offering benefits to those who register on your website, is just one of many creative ideas that can be implemented.
If the company has a brick and mortar store, it’s essential that, at the time of purchase, you register your customers’ email addresses and request their permission to send them emails. If the products of a company are pertinent to those who consume them, the same may be true about its email marketing campaign.
I hold that email marketing is just like printed direct mailing. I sometimes receive correspondence that doesn’t interest me and I throw it in the trash. However, I sometimes discover a product that piques my interest. Even though I did not request the correspondence, it brought me new and desirable information. In the case of emails, they are better and more environmentally friendly because they don’t consume paper, can be deleted with the click of a button and are much more affordable.
3 – Permission
Regardless of whether your company’s email database is large or small, remember the following: respect your audience’s requests to unsubscribe from the mailing list. This is an aspect of email marketing that doesn’t have a parallel in direct mailing. Above all else, your clients’ or prospects’ request to unsubscribe from your mailing list must be religiously observed. However, the notorious opt-out option should not be seen as something negative. It should be seen as an excellent opportunity for the company to understand what its target audience values and wants, identify which of their needs are not being met and learn why they are dissatisfied with its email communications.
A qualitative survey of those who opted out is a rich source of information and can be conducted via telephone, direct mail or even in person. It will make your target audience very happy to know that your company truly cares about them and wants to serve them better. Many will probably want to start receiving your emails again.
Companies that don’t respect opt-out requests are considered spammers, even if the email addresses on the mailing list were provided by the customers themselves. This can tarnish the company’s image and that of the industry of legitimate email marketing, which strives to demonstrate that it offers a medium with an unprecedented cost-benefit ratio that should always be taken into consideration when planning a company’s communications.
4 – Permanence
As email marketing is a medium, it also needs frequency and repetition. Of course, your emails shouldn’t relate the same exact message every time, like a television commercial. Nevertheless, emails should be sent out frequently. It’s important that emails be sent out periodically with a renewed proposal. When a company has a product on sale, an email marketing campaign can be used to create a sense of urgency at the end of the promotion.
However, it’s crucial that each email contain different information, to avoid tiring the audience. The permanence of your email marketing campaigns, as a continuous effort, will generate more results and create a stronger bond with your target audience. People will even look forward to receiving your emails. Let him cast the first stone, for instance, who has ever purchased something from a large online retail store and does not like to receive emails about the latest in electronics and computers.
In order to keep your emails from being tedious, try varying the products and services being advertised. Measure and analyze open and click reports in order to adjust and refine the content of the emails. Email marketing gets results. It’s all about doing it well and preempting the competition.