Essential guide to email marketing
Thursday, July 14, 2011 at 12:37PM 
Email marketing is an extremely powerful and flexible tool to communicate your products and increase brand awareness via email messaging far more quickly and cost-effectively than any paper-based marketing strategy.
The beauty of email marketing is that you can target and tailor your emails to different customer demographics. Well targeted emails will drive instant interest from email recipients, creating a quicker ‘buzz’ about your brand, latest products or deals.
Why is email marketing increasingly popular?
Put simply, email is regarded as the most used online application, so why wouldn’t your business want to tap into that consistent resource? Past research as shown a number of business users check their email even while they are on holiday let alone at their office desk. With email now a primary means of business communication over telephone and postal mail it seems almost foolhardy to ignore the benefits of email marketing.
Save your business time and money
In comparison to postal mail campaigns that may cost a couple of pounds per recipient, email marketing comes with no printing, postage or mail house charges, reducing the overall cost to a matter of pennies. Creating an email template is far cheaper and quicker than preparing a traditional postal marketing campaign, with a knowledgeable creative and developer team likely to have a template ready within a matter of hours.
Avoid being labelled a ‘spammer’
Unsolicited email or ‘spam’ is seen as an inconvenience by virtually everyone with an email account. It is vital that your email marketing campaign is not viewed as spam, as many email account providers offer spam filters that could potentially place your genuine email straight in the trash, wasting your time and money. As a result, ‘opt-in’ email marketing is far more secure as you consequently send emails to recipients who have agreed to opt in and receive your content.
Major email marketing errors
Many businesses’ email marketing campaigns suffer from elementary errors that not only lack professionalism but can prove off-putting to potential customers and clients. Always use a spell checker to proof-read your email template as spelling or grammar mistakes can prove costly. Always be sure to greet the customer or client and include a signature at the foot of every communication with an easy to read list of contact details.
Maintain consistent email formatting
In order to ensure a consistent tone of voice to your readership you should aim to maintain a reliable email format. Use a subject title that’s designed to grab attention and avoid spam filters, include calls-to-action within the body of your email and write directly to the reader and avoid unnecessary email attachments that can unnecessarily increase download time for users.
Tracking your emails
In order to monitor the success of an email marketing campaign it is recommended that you track response rates of various offers and promotions to understand your customer base. By using analytics data you can track click-through responses using a dedicated landing page or tracking software that monitors the percentage of clicks per link. More importantly this helps you understand what products and services are most appealing to your customer base.
Promote your emails
It is particularly important to promote your company emails if you adopt the ‘opt in’ email marketing method. Well written and welcoming on-site prompts to encourage people to sign up to your email newsletter are worthwhile. Meanwhile you may wish to place a sign-up form on numerous sub-pages within your site for customers who are interested in a particular area of your business.
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