6 email marketing guidelines for building business ​

Posted on Wednesday, June 12, 2019 by System

By Karen Vujnovic, OSCPA membership marketing manager

Corner of laptop screen with view of Gmail account.If you’re looking to drum up a little more business and save some trees while you’re at it, ditch the printed pieces and start making magic happen with email marketing. Despite rumblings that email’s an outdated means of communicating with clients, we beg to differ. Email marketing is alive and well with an ROI that will make you smile.

Here are some basic rules to keep in mind as you head into the world of digital marketing:

1. Plan: Sending emails willy-nilly will not get the results you’re after but coming up with a strategic plan could help your business grow. Think about what you want to achieve, what value you offer, who you want to target and what message is right for each audience. Voila—there's your marketing plan!

2. List: Now that you have a plan in place, create or grow an organic email list. Share a sign-up form on your company's social media channels or add a pop-up form on your website to capture visitors’ information. And take a vow here and now to never (ever) buy an email list. It wastes money, hurts deliverability and won’t help grow anything except your unsubscribe rate. Email marketing requires participants who want to receive your emails.

3. Brevity: Attention spans aren’t what they used to be. People like to receive information in small, digestible pieces. Opening an email and getting smacked in the face with a dissertation isn’t the way to engage anyone. Make sure your email message is short and sweet with a clear call to action.

4. CTA: Every email needs a call to action (CTA) that prompts your audience to do something. Maybe you’d like them to sign up for your webinar, take advantage of a coupon code, contact you or follow you on social. A CTA is email’s way of getting your audience to click through and do what you’re requesting. Keep your CTA button copy concise (“Read More” or “Register Today”) and easy to spot in the email.

5. Imagery: In lieu of that wall of text we warned you about, fill space with a graphic, photo or illustration that helps convey your message. Imagery will enhance the look of your email, draw people in and you can link images to help your conversion rate. But a word to the wise – don’t use too many images. An overload of pictures or graphics will land your email in the dreaded spam folder.

6. Tailor-made: Segmenting your email list into smaller, relevant groups (current clients, former clients, etc.) and then tailoring the message to each of them is key. Otherwise, you’re sending a blanket email that may not resonate with everyone. Studies have shown that segmenting lists and personalizing messaging increases open rates and decreases unsubscribe rates – it's a win-win for email campaigns.

And one last thing before you’re off and running with your email marketing campaign – remember not to inundate your audience with too many messages. We all receive a slew of emails every day, so be thoughtful of what you’re saying and how often you’re saying it.

Do you have questions? Has email marketing worked for you? Let us know your thoughts in the comments below!


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