Email Marketing – Just Like a 401K, Stay in for the Long Term!

Over the last year or so, as the stock market bounced up and down, we were bombarded by investment experts telling us to "stay in it for the long term.” One can’t expect to get a significant gain in profit in a day, a week, or even a year. So why would we expect email marketing to be any different?

Email marketing, like any other worthwhile endeavor, should be approached in incremental and deliberate steps. First, create a clear and simple outline that identifies the methods for gathering subscriber contact information, how often or at what intervals email newsletters should be sent, and how you will present your content.

You must also accept the fact that until you have gained your customer’s trust with consistent and quality content there will be a period of time before you will see a significant return for your efforts. The good news is that email marketing is by far one of the most affordable means of communicating with your target audience. If you have the wherewithal to stick with it and have a flexible strategy your efforts in the end are almost sure to pay off in the not so distant future.

Building Your Subscriber List

One of the best ways to build your opt-in subscriber list is to simply provide a sign up form on your website. Offer a reason for them to want to receive your emails. Visitors will be encouraged to sign up when they are offered special online-only sales or other exclusive information.

How Often to Send Your Newsletters

Remember that just like direct marketing, there is a danger of over-saturation and eventual apathy when recipients are sent similar offers or information with little or no variation in presentation or if sent too frequently. So plan your email campaigns carefully, one way to do this is to gather your content over a one- or two-week period - you will then have a bank of content to choose from when it's time to create your newsletter. Bi-weekly or monthly editions with occasional quick sale reminders or item liquidation notices usually won’t anger or prompt them to click the unsubscribe link.

Create Clean and Easy to Read Layout

The best approach to any form of communication, whether that be in print or email, is to be as direct as possible. This is done with simple calls to action but don’t be too brief – make sure the most important points are clearly outlined and include links for more information if applicable.

Speaking of Links

Conversion rates can be increased if links for more information or sales links go directly to the page where these can be found. If you send your subscribers to the home page where they have to search for the subject or item you can bet you will loose them at that point. And there is nothing more deadly to sales then to have a dead link. So check your links carefully during all stages of review and edit. Quite simply put, if customers are ready to give you their money – make it as easy as possible.

Be Diligent and Don’t Be Discouraged

Your email marketing strategy should include a frequent review of click-through reports, requests for subscriber opinions and polling on likes and dislikes for your newsletters, website and products – and then act accordingly. You will gain points from customers and subscribers if they are able to see that you are paying attention to their direct or indirect input – and it shows you are sincere and committed to offering quality products and services.

Email marketing is by no means a fast track to success. Remember that problems become solutions; so pay as much attention to your failures as your successes.