For some time, email has been considered a simple, inexpensive way of communicating with friends and colleagues. In fact, email has surpassed the capabilities of fax machines as a means of communication in many ways. But for businesses large and small, email has also become an invaluable tool for internal communications, such as managing internal staff communications, training new employees, and providing employee feedback. With the rising cost of business equipment and services, and the rising threat of identity theft, it’s important to find ways to decrease the amount of wasted time, money, and energy while increasing efficiency and productivity.
Email, like most other communication tools, is still a relatively inefficient means of distributing written communication. Electronic mail used to be relegated to emergency or marketing purposes, when it was simply more efficient and reliable than traditional mail. But now that most businesses have access to email servers and the corresponding email marketing software, email marketing has become a valuable tool for maintaining internal communications. Email has even surpassed fax machines as a way of communicating internally, allowing departments such as human resources and finance to communicate via email within the corporate structure. And through social media, companies can now monitor their own employees’ social media use, which allows them to enforce anti-harassment policies and better regulate employee Internet activity.
Most companies don’t even consider email marketing a viable option, much less an effective one. The majority of companies would rather spend the money on a more effective distribution method such as direct mail or telemarketing, which can still be very effective in terms of delivering messages to specific audiences. But thanks to new privacy policies put forth by major email providers, businesses are starting to reconsider their outdated practices of indiscriminately distributing unsolicited bulk email opt in newsletters or spam to hundreds or thousands of recipients.
Before you start sending out email after email, you need to first segment your email list according to its subscribers. This will allow you to send each group an appropriate message based on their individual needs. For example, a company that sells medical supplies would never send an email about house cleaning to its list of residential customers. This segmentation makes it much easier to create different segments of your list based on optin status, buying preferences, or other factors. There are several ways to segment your list, such as segmenting by product, by geographic region, by sales channel, or even by customer segmentation.
Next, you need to properly format your emails so that they receive the proper open rate. An appropriate template is also important to set the tone of your marketing communications. The sender’s name, for example, should always be at the top of every email subject line. A generic term like “Dear Mr. Smith” will not be opened by most people, whereas “To whom it may concern” is much more likely to trigger open rates. The sender’s name is usually followed by a colon, followed by the recipient’s name and address.
It’s also crucial to set up constant contact with your email list to increase your sales. Email marketing software comes with built-in email campaign management features, which make it easy to schedule email messages to be sent out at predetermined intervals. You may want to send a newsletter to your customers at particular intervals, depending on the product that they’re selling. Similarly, you can send out promotional announcements in your optin forms to increase the number of people who open and read it. Lastly, it’s important to set up recurring sales promotions, such as discounts or freebies, through email.
In conclusion, keeping your email marketing list fresh means keeping it current. If you use an outdated optin form, people will assume that you’re not interested in keeping them informed about what’s happening with your business. On the flipside, if you provide valuable information in your emails, such as updates or special offers, people will see that you care about your customers and are therefore more likely to buy from you.
It’s important to keep track of your subscribers and their optin forms. Make sure to segment your list based on different criteria, such as geography. Keep your subscribers organized, and send out emails at designated intervals. These steps will go a long way toward ensuring that you maximize the effectiveness of your email campaigns.