Email Marketing

Since Internet came out and business entered its shores, email marketing has become an inseparable tool for small businesses, to send messages. It’s fast and cheap, and gives you possibility to choose what kind of people and when are they going to receive your messages. It’s an ideal communication tool for small firms, who’s business relies on its website. You can send mail with special offers to particular people.

However, if done badly, your messages may be seen as spam and not reach to their destination. Every single message must be done with high sense if responsibility and must be very relevant to what people are actually interested in. Since the new law came out in 2018, your messages must include an ultimate value for the recipients.

But also you need to have detailed information about recipients, to be able to make a proper targeting. And they must give you a permission, for you to be able to send them marketing emails, by subscribing on your website. Group your clients by specific characteristics, relying on what they have bought in the past. This will let you send more specific emails and have a better targeting system.

It is illegal to reveal any information about recipient on your emails. That’s why you need to have a blind carbon copy (bcc). It must be clearly seen that your emails are commercial (if they actually are), and you must not conceal your own identity. And, of course, every single mailing, must have an easy “unsubscribe” function, so people stop receiving emails if they don’t want to anymore.

Your emails must stand out, they must have a compelling subject line, without exaggerating claims, a simple but informative text, pictures that are strictly relevant to the theme and they must give a clear reason to respond. Always check your messages before sending, think like recipient and try to understand if it’s relevant for you or not.

Sometimes emails can be incompatible with recipient’s software, that’s why offer both a text-only email and an HTML version of it.

Always track the results, to be able to improve your messages and even completely change them if needed. Gather key information such as: how many emails were delivered, how many people clicked through and how many people opted out.