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How to Acquire Clients Through Email Marketing

by graknowles on September 10, 2013 , No comments

Email marketing is quite a craft. If you run a small business and don’t have a background in marketing, it’s advisable that you find someone who specialises in e-communications to assist with the process. If employing full-time or casual help is not an option, outsource the job to a marketing specialist with copywriting and graphic design skills who can help you develop the strategy, look and fee,l and content for your emails. By doing so, you will end up with a more polished result and free up your time to focus on the ever-so important task of improving the quality of the database of clients you intend to email.

When, Why and How to Email Potential Clients
Email Marketing ResultsNonetheless as a stakeholder of the business, it is important to understand what makes a successful email marketing piece and determine when, why and how you should be emailing prospective clients to achieve the optimal results. After years of working in the marketing and e-communications field preparing email marketing pieces for clients across a multitude of industries, I can summarise what constitutes an effective email – one that will get you a step closer to converting that prospect into a paying customer.
Follow these guidelines and you will be a smarter digital marketer for it:

 

When should you send emails?
What day of the week and what time of the day you send your emails depends very much on your product and industry, and most importantly the behaviour of your target consumer. Does your prospect check their emails on their way to work? Do they make the decision of whether to buy your ‘category of products’ in the morning, in the afternoon, or at night? Are they the decision maker, or do they need to consult with someone else before making the purchasing decision? Know the answers to these types of questions to determine the best days and times to email prospective clients.
Consider the frequency of your emails. Find out how often your potential customers wish to receive communication from you and what content they wish to receive. Ensure your email marketing strategy consists of a good mix of informational and entertaining emails vs promotional content. The frequency of your emails depends on your target market, industry and the product or service you offer. If your email contains advice on weekend activities or entertainment, perhaps it’s important to reach out to your customers once a week, but if it’s information that doesn’t align with weekly or routine activities, you need to consider the consumer’s behaviour and their use and need for your product before bombarding them with what they may consider to be spam.
Why should you send emails?

Only send emails when you have a clear reason and a purpose for doing so. Make sure this reason aligns with your broader business objectives. Don’t simply send an email because you haven’t in a while, and even when you do have a purpose, ensure you have spent enough time to carefully craft an email that conveys your message. Consider if the email you are sending is relevant to each individual you are sending it to. If it isn’t relevant, think twice before hitting that send button.

How should you send emails?

Use email marketing platforms to design your emails, rather than simply creating text-based emails through outlook or worse still, your gmail/yahoo/hotmail accounts. (The latter options immediately label you as unprofessional in the eyes of the consumer. Would you buy a product off someone who communicates with you via a gmail account instead of a business email?) Anyway, more to the point – what do I mean by use email marketing platforms to send your emails? Well, there are many out there, and I will list some options for you, but these are the platforms used to create well-designed emails with hyperlinks that will lead customers to your website where you house more information; the kind of messages you receive from businesses you have subscribed to receive promotional emails from. Email marketing platforms you can consider include: Vision 6, Constant Contact, MailChimp just to name a few.

Once you learn the basics of navigating these platforms and create an account for yourself, they are fairly straightforward. You can use pre-set templates to create your email or design one from scratch and add your content using WYSIWIG (what you see is what you get) tools.

As you use the tools to design your email, ensure you stick to two fonts and two main colours. Make sure the fonts complement each other and the colours work well together. Consider using ‘serif’ fonts for headings, but stick to a ‘sans-serif’ font for the body of your email to improve readability on screen.

Use crisp images, and ensure that the file size isn’t too big when you upload it to your email. The bigger the file size of the image, the longer it will take to ‘appear’ in your customer’s browser when they receive the email.

Have a clear and simple call to action. Your email might have created awareness, interest and a desire for the product or brand in question, but your efforts could be deemed unsuccessful if the email doesn’t compel the reader to take ‘action’. If it’s an event you are promoting, have a hyperlinked, and visually appealing ‘button’ that says “Register” or “Sign Me Up.” If you want to direct them to more information, the button could say “Read more…”.

Ask for help when you need it 

These tips perhaps only scratch the surface of the best practice in email marketing and EDM campaigns, but will give you a good start if you are new to the art. Help is always out there and it’s best to consult with people who’ve prepared email marketing before, but also advisable to look at examples of what other businesses in your industry are sending to their clients.

For more information, a quote or just a some friendly advice contact us

graknowlesHow to Acquire Clients Through Email Marketing