I’ve been involved in email marketing in one way or another for more years than I care to remember. On the whole, it’s been kind to me — helping me meet targets, drive profits and build relationships with clients and prospects (many of which have become friends).
I’ve learned a lot about life from email marketing. Here are just a few pearls of wisdom I’ve picked up along the way:
- Quality not Quantity: It’s not the number of people you know, it’s who you know. A big list will not guarantee you success. It’s far more important to ensure your subscribers are engaged with a product or service and have given you permission to contact them.
- First Impressions Count: Untargeted, irrelevant and boring campaigns will almost certainly damage your reputation and have an adverse effect on the success of your future campaigns. Make sure your emails are firing from all cylinders from day one.
- Play the Long Game: People buy from people they like, so try not to be too pushy. Email marketing is a retention marketing tool, so aim to build long-term relationship with clients who will come back to you time and time again.
- If You Don’t Ask, You Don’t Get: Always include a call to action in your email marketing campaigns. Campaigns that don’t encourage recipients to “read more,” “learn how” or “buy now” and that leave people hanging are often pointless.
- Waste Not Want Not: Be efficient with your text. Too much talk and you might find yourself talking yourself out of a sale.
- The Grass Isn’t Always Greener on the Other Side: Don’t be tempted to abandon tried-and-tested marketing methods like email marketing in favor of the latest marketing trends. Test everything before committing yourself to new channels. Remember email remains the most cost-effective marketing tool available to today’s marketer.
- Never Be Afraid to Ask for Help: We all need a little hand from time to time. iContact’s award-winning support team is here to help you by email, chat and phone.
What lessons have you learned from email marketing? Share your comments below.
This post first appeared on the iContact Email Marketing Blog.