Email marketing is an excellent way to keep in touch with your customers and clients (both prospective and current). However, there is a fine line with providing too much information or too frequently. This inundation may cause your subscribers to un-subscribe. After all, we are all busy.
EMAIL MARKETING SOFTWARE
But where to start, as there are many options. Here are three free options:
1. Mail Chimp
This is the one that I use, as I find it easy to navigate. I also provides great reporting techniques for analysing the number of opens, who clicked on what link and you are notified if anyone subscribes or un-subscribes. Mail Chimp also have a cute option for messages using quirky humour – which I love by the way!
SendEmails™ claim that they are the world’s fastest newsletter software. It provides similar options to Mail Chimp, whilst having a more professional image.
3. Comm100 Newsletter
This newsletter software has some great functionality, but does require you to know a little HTML code. Some great professional marketing campaigns can be generated using Comm100 Newsletter.
One of the great things about these and other options is that you can get started for free. The catch is that their logo will be displayed at the bottom of your email each time you send a newsletter. However, there is the possibility of upgrading your account so that you can remove any branding and replace it with your own.
There are many templates offered, which makes the job of designing easier. Alternatively you can start building your campaign from scratch.
So now that you have chosen your software, how often should you be emailing customers. The basic rule of thumb is to only email when you have some of value to say. Let’s say you set yourself a target of emailing once a month. The dreaded first day of the month rolls around, and you feel you have nothing to say! This can be avoided by not setting the goal in the first place, or steering away from naming your newsletter a monthly occurrence. For example, instead of saying July Newsletter you could instead add the title as something to entice them. For example Important Information Regarding Your Next Tax Return or New Season Launch.
In order to space out your email campaigns, you could set yourself a schedule. List some key events throughout the year, and email around these. For example, if you had a release of new stock early in the year or a sale, you could send out a campaign notifying customers.
If you write a blog, you could email regularly with a short summary of your recent posts. Add a couple of sentences from each, with a link to your blog. This will also help with your search engine rankings as it is directing traffic to your site.