E-mail marketing is as old as e-mail, but it is an important marketing tactic. It frequently gets through to the target, and it often gets opened. It works.
E-mail works despite the never-ending negativity about e-mail. We’ve been told over and over that e-mail would die soon, but that’s not happening. E-mail is alive and well and continues to be a valuable method of communicating with prospective clients.
If you’re going to employ an e-mail marketing program, then you need to do it right. These 11 tips will put you on the right path:
- Ask for permission. Only e-mail readers who ask for your e-mails. Don’t spam people. Get permission first.
- Add value. Send an e-mail only when you have something important to say. Don’t e-mail just to e-mail. Send useful, actionable information.
- Focus on one person. Write to one person, not to the group. Picture your reader and write to that human being.
- Simplify the subject line. Make it look like a normal message, not a marketing message. Try “Here’s the link to the IRS stuff” instead of “IRS Issues New Advisory.”
- Be casual. Write like you’re writing to a friend, not a stranger. Avoid the heavy, boring, professional lawyer tone. Write like a person, not a corporation.
- Focus on them. Keep the focus on your readers. Speak to their needs and provide material helpful to them. Don’t talk about yourself or your firm. Talk about their problem, their feelings, and the benefits of resolution.
- Tell stories. They want to know what happened in other situations that relate to what they’re experiencing. Share your stories so they’ll know they’re not alone.
- Be open. Tell them about your struggles and challenges. Be real, honest, and vulnerable. Be human.
- Keep it snappy. Short sentences. Short paragraphs. One-sentence paragraphs are okay. Use bullet points or numbered lists. Make it easy to absorb the information.
- Provide links. If you’ve got more information available, then link to it from the e-mail. That’s a key way to keep the e-mail short. You don’t need to include everything in the e-mail when you can link to other places.
- Ask questions. Use the e-mails to open a dialogue. Ask questions and be sure to respond when the questions come. Use the questions to stimulate your thinking for new e-mails.
E-mail marketing is powerful and effective, if done right. These tips will help you make sure your e-mail efforts generate the business you’re seeking.
