3 Ways To Use Email Marketing Effectively

Quick.  What’s the first thing you do when you walk in the office?  I bet you’re a lot like me and you check your email first.  Some of you probably check your email before you get to the office.  I’m guilty of that as well.

Email is not dead!  Email marketing is not dead!  It’s a very viable marketing method because it is a direct link to people who have given you permission to talk with them.

Here are 3 things to keep in mind when sending your emails:

  1. Subject line Is important.  What draws your attention when you open your inbox?  Probably two things: who sent it and what the subject line is.  The subject line works like a headline in a newspaper, and should be written in such a way to grab the reader’s attention.
  2.  Content Is important.  The emails you send out should add value to the recipient because that is how you’re will keep that person on your list.  Leading up to your event, teasing speakers and what to expect at your event is a great idea.  After your event is when I would recommend pouring on the content.  Share blog posts or articles that are related to your event.  It’s also a good idea to start teasing your event about 6 months out.
  3. When The Email Is Sent Is Important.  It use to be the day and time to send emails was early Tuesday mornings.  Usually you have Monday’s behind you and can now pay attention to what’s in front of you.  That time frame to send your email is probably great timing.  This might be an area you experiment with to judge the reactions of your database.

There are several great programs out there that can help you manage email database.  I’ve used Constant Contact, am familiar with Mail Chimp, but I’m a big fan of Aweber.  Highly recommend that service!  All of these services allow you to measure click through and open rates.  I would pay attention to these, but not to the early stats.

One extra thought: you don’t want to over communicate to your list, but you don’t want to under communicate either.  Finding that balance, while tricky, is important.  A good starting point is once a month.

How do you use email marketing?  Have you found a special ingredient that works for you and your company?