By: Ben Bauks | 3/31/2017
If you own a small or medium size business, you’ve probably received a lot of promotional emails. Some you liked. Others, you didn’t—like the one that promised to double your sales in 4 weeks, or the one with all the spelling mistakes in the subject line. Then there was the email which started “Dear John,” and your name is Bill. And how could you forget the company that started sending you 1, 2 or 5 emails—every day—and made it impossible to find the “unsubscribe” link. You most definitely didn’t like those emails—and chances are, neither did anyone else—but marketers make egregious email marketing mistakes like these every day, predictably and continually.
According Econsultancy’s Email Marketing Census 2016, marketers reported that of all their marketing strategies, email delivers the highest ROI, more even than SEO. Unfortunately, they also admitted that they don’t have effective strategies for sending targeted emails based on market segmentation, email testing or mobile optimization. They cite lack of adequate resources as the primary obstacle to greater email marketing effectiveness.
Doing It Right
Done right, email marketing can be your company’s best friend. Done wrong, it can hurt both your reputation and your sales. That might make you reluctant to get started with email marketing, but if you understand the rules of engagement and best practices, email marketing can grow your business and boost your sales.
Here are 7 tips to make sure you get started with email marketing on the right foot:
The success of your business depends on every interaction you have with customers and prospective customers—from how well your website works to the kind of customer service you deliver to the effectiveness of the emails you send. Together, they determine the kind of customer relationships you form, and whether you develop loyalty and gain their trust over time. To learn more about the contact and customer management tools we offer to help you grow your business, contact us today.