E-mail Marketing Refresher

Now that the bridal shows are upon us and you have gathered a nice little lead list, I think it is time for an email refresher course.

Um, you did gather your own leads at the bridal shows, right? I thought so.

For all those new visitors to your website, let’s capture those leads too. Make signing up to your email lead list easy, have a lead generator on every page of your website and only ask for 2 things, name and email address. People are more like like to sign up the less information you require. (Your lead generator is different from your contact form. You can require more info on the contact form.)

Use a good emails service, don’t try to do email marketing through your own email program. You will end up blacklisted. Instead use a qualified third party emailer. I am a big fan of A Weber and have been using it for years. The price is right and the service is easy to use. Yes, I’m an affiliate but only because I am also a fan.

Use good, non-spammy subject lines. Your subject line may be the only thing people read to determine if they want to open your email. You should split test to see what kinds of headlines get the best response from your subscribers.

Make your emails informative. Don’t just send out notices of sales and coupons. Give your readers a reason to open your email even if they don’t have a dime to spend today. The goal is to get your business top of mind when they do have money to spend. A good rule of thumb is 80% information and 20%pitch. If you look at my emails blasts, they are almost entirely information about what is new on the websites, but I include a link to my ebook and other services over in a sidebar.

Resend your email blast to the people that didn’t open it the first time around. Wait 24-48 hours ansend to ONLY the people that didn’t open it the first time. You will be suprised at how many more opens your get.

Track everything. I shouldn’t have to say it, but what is the point of putting in the effort if you aren’t going to keep track of what is working. It is even a good idea to divide your lists up. Have one that comes from a bridal show, one that is generated by your website and one that comes from any leads your get off websites you advertise on. They you will even know which places are working for you.

Email does still work, if you use it right. With so much marketing today being pull marketing, it help to add a little bit of push to the mix.

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