So you decided to try email marketing. Congratulations! Starting up an email newsletter or an email marketing campaign is not a difficult task. There are some basic things you need in order to get one up and going. It is a great way to market your services and products while keeping your name fresh in your prospective or current clients mind. Here are some tips to help you with your process.
What Is Email Marketing Really?
An email newsletter or email blast is just a one page web site you email to people. The email contains content on a topic or an event that you might be hosting, and can have graphics and links to other web sites. It is mailed directly to your audience’s Inbox and viewed using software, like Microsoft Outlook or Apple Mail.
Choose an Email Distribution Service
Do not send out your email blasts using you own email software—unless you only have 20 emails to send out. Using a service such as MyEmma, Mail Chimp or Constant Contact will be much better for you as you grow your distribution list in the future. Their email distribution services are set up to handle large volumes of email addresses without getting marked as spam. As a bonus, you also get analytical information on each email blast you send out, telling you how many people opened your email for example.
Create a Branded Email Design
I would suggest hiring a designer to design and set up your email marketing templates. I usually set up the email design to work with a clients existing web site design so there is consistency between the two pieces. Doing this allows you to build your business brand to your customers. The approved design is coded and added in as a template that can be easily used over and over again. Just add content.
Content, Content, Content
Once you have your design, next you need good quality content that will be useful to your target audience. For email newsletters, topics should be relevant to their business problems, so you can show your current and future clients that you are an expert in your field. For email marketing for products, highlight one product for each email with a link to allow your customers to go to your web site and purchase your product. While writing your content you might find you have images to go with it. Just like your web site, you need a server to host any graphics you might use for your email campaign. If you are using an email service like I described above, you will have “Library” or “Media” space to place these graphics on a server and show them in your email.
Don’t Get Marked as Spam
Because of anti-spam laws there are a few things you have to have in your email before it is sent out to your clients. You need to have the physical business address somewhere on the email to show you are a legitimate business. You also have to have an opt-out or unsubscribe link on the email so people can unsubscribe if they are no longer interested. This is where email distribution services come in handy as they usually automatically add that information at the bottom of each of your email blasts.