Many newcomers to email marketing make the error of emailing advertisements or specials only to their email lists adnorsium. This is not recommended. If you want to truly harness the power of email marketing always bear in mind that emails should be used to build existing and potential relationships, which in turn will help build your bottom line.
There are 6 simple rules which when followed assist in creating strong bonds with your customers and facilitate the building of the much needed relationships. These 6 rules are as follows:
1. Always aim to make your customer feel special and valued within your email correspondence. An easy way to do this is to encourage feedback. This shows them that their opinions count;
2. Include some
human content within your email. Don’t only discuss the deal of the day – include something personal that happened to you or share a funny story that has some relevance and to which your customers can relate. Your email correspondence must always have some value add for your customers. Possibly even include company and industry relevant information or product usage, development and enhancement information;
3. Avoid smothering your email list with advertisements. The general rule is that every advertising email sent out, should be followed by 3/4 informative emails – company and industry relevant information, product usage, development and enhancement information, etc;
4. If you have made a mistake, acknowledge it. An apology will go a long way in reinforcing
the trust relationship that your customers have with you. Whether it is an incorrect price or date that has been quoted, simply apologise for the error and possibly the inconvenience caused to your customers and move forward. A light hearted joke may also help ease the situation;
5. Accept that relationships do come to an end. Do not take to heart those who unsubscribe from your mailing list or those who just stop opening your emails. They have their reasons and you just need to move ahead with your current subscribers and welcome the newcomers to your mailing list. Sometimes people who unsubscribe return sometime in the future; and
6. Add value in your mailings. Newsletters will be read more often if they add value and are not merely just used to try and sell
something. Adding value is essential.
The 6 simple rules above are the recipe for building great relationships with your email marketing list. Until then why not have a look at
http://www.mylistmanager.co.za to learn more about email marketing. Furthermore, if you are looking to bring your business online
http://www.diamatrix.co.za is a great place to
begin.
