Why good data matters in email marketing
We all understand one of the basic lessons in marketing – target marketing – identifying who you need to communicate with and how best to reach that audience.
Yet when it comes to email marketing, one of the most common mistakes is to send mennonicolai one message to all – and that’s because it’s cheap and easy to do.
But in most cases it doesn’t work. It results in masses of unsubscribe requests – shutting you out from potentially interested parties – people who may have been interested in your products or service, but who were not communicated with properly.
The last thing you want to do is upset anyone, so be mindful that you are intruding on their time, and make sure you’re doing it in a nice way.
Good data is made up of a list of contacts that meet a certain criteria – those that you have carefully selected so that you can talk to them on their terms. And by doing so, you start to build a relationship that you can nurture until such a point as your contact is ready to make a purchase.
And let’s not forget your customers (those that have actually bought from you) – they are an important asset to your business, and know about your business already. But do they know everything they need to know to choose to buy from you again? You can keep them up to date with news via email marketing – special exclusive offers, sneak previews, trade secrets etc.- they all serve to make them feel special and retain loyalty. But you can only do this if your data is segmented so you know who your customers are – and who of those customers has recently become inactive and need extra attention.
So, it’s important to get close to your data, to understand who is on it, how they are behaving, so you can decide how you are going to communicate with them.
Once you’ve decided who to email, and what to say, how can you maximise response levels? Think of your subject line as a headline in a newspaper, or a magazine advertisement – it needs to catch attention or the article won’t get read. It’s the same with emails.
Are your subject lines doing it for you?
‘This week’s top offers’, ‘Save money on printer cartridges’, ‘Buy software online’ – we’ve all seen them, and they all end up in our junk folders – because they simply do not do it for us!
If you want your audience to sit up and listen, the subject line is the most important part of the email – if it doesn’t catch attention, the rest of the email won’t get read.
Be bold, be controversial, be witty, be intriguing. Keep it short and to the point – and don’t forget to put your subject matter in context and be mindful of the people you are writing to.
Familiarity is OK with warm prospects and customers. It’s not OK with cold prospects, and can breed a resistance from potentially great contacts who are offended by your familiar approach.
“Richard Branson’s got it – have you?”
Wouldn’t you like to know what it is Richard Branson has? This line creates intrigue – it compels the reader to open the email.
Richard Branson has a high profile – now if you’re a PR company and send out an email with a subject line that says – “Do you need more publicity?” do you think it will get the same reaction?
What kind of responses can you expect to receive?
If you do the job well, and pitch your emails right, you’ll receive warm replies that open conversations.
So, is email marketing for you?
Hopefully you’ll have a better idea now of how email marketing can help boost sales for your business, and how to go about using email the right way. The principles we’ve discussed apply to practically any business and industry sector, and so long as you follow these golden rules to ensure you maintain credibility, you should look forward to achieving a great success rate.