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INSIGHTS

Using Email to Send a Message that Matters

Eric Marjoram | 12.10.2015

In a world that Twitter, Instagram, and Facebook seem to dominate, it’s easy to look at email marketing as an old-fashioned tool for promoting your business. However, to be a truly effective communicator, you'll want to use every tool at your disposal--including email. But how do you stay top-of-mind without bombarding your subscribers with unwanted messaging?

Here are some email marketing tips for connecting with your current and potential customers in a positive, impactful way.

No Junk Mail Email Marketing

Message to the Mailman Photo - © Gajman

Always have a plan.
Don’t send email just to send it; strategize before you begin, determine your audience, formulate a meaningful message and create an ongoing, lasting relationship with your audience.

Ask for permission.
Good relationships are built on respect, not on one party forcing anything on the other. Be transparent about how you’re planning to use your audience's email addresses, then keep your word. When customers give you email addresses, they’re inviting you into their virtual homes. Mind your manners and treat their inboxes with respect.

Avoid shameless self-promotion.
We'll say it again--email is all about relationships. Craft your emails so your customers feel like you’re speaking directly to them, then keep the copy simple, concise, and valuable. Don't turn every email into an advertisement. Vary your content to keep it interesting and your customers will look forward to hearing from you.

Be approachable.
Don’t use corporate speak, and never talk down to your readers. Instead, illustrate your brand’s personality with everyday language and appropriate humor.

Keep it relevant!
Provide customers with current information they can actually use, and above all, don’t be boring. The value and readability of your content determines whether your email will be opened or go straight into the digital trash.

Carry your message across platforms.
Just as social media doesn’t negate the relevance of email, email doesn’t usurp everything else. Use every available avenue to promote your business--just be sure to maintain brand consistency across all of them. Doing so will give your customers a sense of ownership when they recognize your brand, resulting in a deeper connection with you and your message.

Well-crafted email campaigns will successfully promote your message while strengthening crucial customer relationships. We have the experience and tools to help you do both--contact us today.