Email Marketing

Top 10 ways to make your Email Marketing Campaign effective and valuable

Most people don’t fancy opening emails with sales pitches and special offers inside because 9/10 times they don’t find it much of their interest. They are barely eager to get the next email from the same vendor. Yet many companies use their email newsletter to barrage their customers and prospects with offers and promotions.
If you’re selling complex B2B products with repeated offers and promotions on a regular basis without considering the contact’s requirement, you’re more likely to get a very high “always ignore” rate. That’s the proportion of subscribers who got sick of your email offers long ago, but don’t want to bother to open one and scroll down and find the fine print to unsubscribe. This can be reversed if your campaign has content that people will look forward to.
Stop sending offers. Resist the urge to add a promotion to every missive. Remember that the call to action does not need to be ‘buy now’ or ‘try now’. The idea is to send your contacts something valuable which may add value to your brand, spread knowledge and ensure anticipation from the client’s end. Your contacts are more likely to open the next email you send them.
Here are 10 ideas of valuable things to send to your list and make your campaign more effective.
1) Short Webinar (15-20 minute) by one or more of your clients about how they solved a problem your other customers are likely to face.
2) Your own webinars that inform about a common topics of interest to your audience (Hint: your product is NOT a common topic of interest)
3) Invitation and discount to attend an event where you will be present.
4) Summary of big takeaways from a conference that someone in your organization attended 3rd party articles that are relevant to your prospects
5) White papers (your own or 3rd parties) that actually inform rather than advertise
6) Video interview with one of your executives sharing their ideas, views, insights (but NOT promoting your company)
7) Blog entries by your executives, employees, or 3rd parties that are relevant to your audiences
8) Explanation of something happening in the market and about which there may be confusion
9) New ideas or best practices gleaned from your customers and other internal and external subject matter experts.
10) There are countless others, of course. We would like to hear from you about more.