Newsletters have earned themselves a bad reputation, but if you approach email marketing cleverly, no one will say your newsletter is annoying or pointless – quite the opposite. A well-managed email campaign is one of the most effective sales channels.
What you need to know before you start email marketing
Why start?
- Ask yourself: why do I want to send newsletters? If your main reasons include providing interesting information, selling, and above all entertaining, you’re on the right track. So let’s get started on planning your strategy!
How to collect contacts?
- Offer your customers something in return for subscribing to your newsletters; promise them something (something you’ll actually deliver, of course). A nice bonus could be a discount on goods or an e-book with useful content.
TIP: How to offer a gift for signing up, plus segmentation. In the example, the sign-up form for our client, the Vivobarefoot brand.
Data protection – order must be maintained!
- Did you know that if you want to start sending emails, you’re required to register with the Office for Personal Data Protection? What’s more, every newsletter must include a link to unsubscribe immediately and your company’s registered office.
Which newsletter tool is right for me?
- Before making your final choice of mailing tool, ask yourself: how large is the database I’ll be sending to, what is the deliverability rate, and what are the options for automation, personalisation and price? The most commonly used tools are: Silverpop, MailChimp, Smartemailing, as well as Aweber, Contactology and Sendloop.
TIP: At AITOM, we use MailChimp, which is technically polished, capable of a great deal, intuitive and offers a favourable price for sending.
The content of my newsletter will be…
- Take inspiration from the newsletters you receive and regularly open (because their content really appeals to you). Only send what you’d want to read yourself. Pay attention to the balance between graphics and text; write concisely and clearly. Avoid purely graphic newsletters, as the most widely used email clients have image display disabled by default.
What sort of emails do I want to send?
- Send both sales and helpful emails, in which you reveal your secret tips, tricks or guides. The optimal ratio is 3 sales emails to 1 helpful email. Send your customers articles, videos, advice, tips and guides!
TIP: Take inspiration from others! We like the newsletters from Heureka; they’re helpful, have flair and undoubtedly drive sales.
How often should you send them?
- A tricky question! Newsletters sent several times a week will just annoy people. An email sent once a week may be ideal; sometimes once every two or three weeks, or even once a month, is enough. Send your newsletter at regular intervals; customers will get used to it.
Remember: have a strategy for reaching your customers, don’t spam them, be concise yet interesting, offer something extra (articles, guides, tips) and be professional. Are you interested in more information about email marketing or its management?
I WANT TO START EMAIL MARKETING
Read the previous part: Training PPC specialists in the Czech Republic: Part VIII.