Email marketing is one of the earliest concepts of web marketing. It is also the most tried and tested, studied and proven web marketing practice. Social media is still evolving. Search engine optimization is still baffling for most business owners. Concepts like pay per click advertising have their share of endorsers and critics. If there is one web marketing practice that doesn’t have much room for speculation or guesswork, then that is email marketing.
However, as is the case with any strategy, people tend to become overaggressive and end up making some very simple but consequential mistakes. It is similar to how some businesses buy website traffic but forget to focus on qualified traffic. Many companies don’t realize the difference between bots and human traffic. When you buy website traffic, you need high quality and human traffic, not irrelevant bots hitting your site.
Here are some dos and don’ts of email marketing that you should work on.
• Yes – Build a relevant email database and add as much detail as you can. Have purchase histories, record of enquiries and track activity of the recipient while following up on the emails or the links provided. Don’t waste a single opportunity to generate a new lead, be it with newsletter subscription or by taking down the email address of a person who had walked into your store.
• No – Never treat the entire database as one entity. It is not. You must distinguish based on various factors. A person who has no history of purchase or enquiries cannot be treated with the same email as someone who had made many purchases in the past. You cannot send the same email to a recipient who has been receiving emails from you for five years to someone who has just signed up for your offers. The reason behind this is quite simple. New leads need to be given the time, space and the information to get accustomed with what you do, how and why. Existing customers have the right to be treated differently.
• Yes – Always have a schedule. You can surprise your audience with an abrupt email but you should have a larger plan so your company seems to be predictable. Specials and rare discounts can be onetime events and that doesn’t dilute the importance of having a routine circulation of emails.
• No – If there is nothing new to offer, if there is nothing helpful or worthwhile to share with your audience, don’t send emails for the sake of it. Respect the time, effort and inbox of the audience.