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Everyone calls it an email blast, but for the purpose of this article, we’d like to call it email marketing. When we use email marketing, it shows that it is not any kind of marketing content sent using email. Email marketing connotes that time was invested on it in order to give it thought, consideration and value for its recipients. After all, you engage with your prospects using email because you want to establish a relationship and not just to bombard them with your product and force them to buy from you in the process. Research on Your Leads Effective email marketing starts with careful lead generation. What's the best way to generate leads, anyway? • It should start by knowing the kind of email recipients you have in mind. Will they be solo traders? Will they be owners of small and medium-size businesses? With they be large corporations? • Next, identify your locality. • If you are targeting solo traders in Victoria, research on solo traders (or tradies) using online address books and online directories that are localised in Victoria. • Look for the link to the website. The contact page of the website is where you will find the email address of a prospect • Go through the website as well to get to know this prospect you are including in your list of leads Never purchase expensive and long email lists from third party entities. Careful and manual research are the best way to come up with relevant email recipients. Hone in on your purpose When you think of email marketing as email blasting, there is a tendency to bombard your email content with so many details. And this is risky. Your recipients will just hit the trash button if they find your email a little too heavy with details. Set the purpose of your email marketing. • Is it to drive customers to your online store? • Is it to generate more traffic to your website? • Is it to share an advocacy or raise awareness? • Is it to inform about a promo you are currently having? Once you identify your purpose, crafting your email's content won't be such a chore. You won't get distracted by the many, many things you want to share. You can reserve all that for your next email marketing campaign. Make it short and sweet! Make your recipient's time worthwhile when reading your email by creating its content as short and succinct as possible. You owe it to them to come up with an email that will not be too complicated and long for them to read. Just as it takes only 5 seconds to attract the attention of a person online to view your website, the same number of seconds is all you have if you want your recipient to read your email from top to bottom. If you are introducing a product, go straight to the point. List the practical benefits they can get if they proceed buying that product you have. Your email should contain the right details, but not everything. You still want them to visit your website to get a better and more in-depth look at what you are offering. Leave something for later. Final words Like anything worthwhile, crafting your email marketing campaign takes time. Take time to research on your leads, identify what your purpose for sending an email and create the message such that you have all the facts straight, but your recipients will still bother to check your website for more details.
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