The trick for email marketers these days is threefold: to avoid being categorized as spam, to get read, and to inspire action. Admittedly, hitting all of these targets sounds a bit daunting, but take heart: because of their relatively low cost, online marketing generally has a better return on investment than traditional marketing techniques, and email in particular consistently provides one of the highest ROI among online tools. So it is possible to engage in successful email marketing. Let’s talk about how.
First up, your contact list. Specifically, how to grow your list organically:
Grow Your List:
Remember to keep your registration process simple. Don’t ask for more than three pieces of personal information (such as name, company, industry, website, or location). Be sure to ask for the information that you can best leverage to nurture leads.
As you grow your list and get engaged, here are some best practices for solid results.
o Announcements. Let your audience know about new content (e-books, whitepapers, etc.) and upcoming events (webinars, conferences, speaking engagements, etc.)
o News. Something big going on in your industry or your firm? Keep your audience in the loop; you never know when one of these developments is in line with their needs or interests.
o Hard offers. When the time is right, offer your audience the opportunity to engage with you more closely—not a hard sell, but something like a free consultation or review.
o Limit one call to action per email.
o Repeat it. Present it twice, possibly three times in longer emails.
o If there’s a deadline, point it out. Create a sense of urgency.
Remember, the more your potential customers know about you, the more likely they are to trust you—and to understand the ways you can meet their needs. Grow your list organically and keep your content relevant and high quality. Your emails will become a valued and actionable contribution to your audience’s inbox—as well as a way of building relationships and growing new business.
About Sylvia Montgomery
Sylvia Montgomery is a Senior Partner at Hinge, a marketing and branding firm for professional services. At Hinge, Sylvia provides strategic counsel to national clients. She is a co-author of The Visible Expert, Inside the Buyer’s Brain, and Online Marketing for Professional Services. You can follow Sylvia on Twitter @BrandStrong
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