Jill Kurtz, Owner, Kurtz Digital Strategy
Every business needs direct connection with their audience that they control. With all the changes brought by the COVID-19 pandemic, this is more true than ever.
Email marketing allows your messaging to be delivered straight to the inboxes of your own list of people. Email is a great relationship marketing tool.
The open rate on email messages is excellent overall, but poorly handled campaigns will have your subscribers hitting the unsubscribe link without giving you a second chance. You need to ensure your email messages are relevant and valuable to your recipients.
Build Your List Organically
People should opt in to your list. Period.
Never add anyone without their permission. This can happen several ways:
- When you meet a new prospect, ask if you can add him or her to your email list. I usually write their response on the back of the business card to make sure I add people who say yes, and don’t mistakenly add those who decline.
- Send an email with a link to subscribe to your email list. Explain what people will get and the benefit to them of being part of the list.
- Add a link to subscribe to your list to your email signature. This helps people who you are actively in contact with to subscribe.
- Be sure there is an invite to subscribe on your website.
No one wants to get added to an email list without consent. Email that isn’t requested is spam, plain and simple.
Collect What You Need and Nothing More
We all value our privacy. Collect the information you need to create targeted emails for each subscriber and nothing more.
If you want to send birthday messages, ask for the date. If not, don’t.
Generally, these few items will help you to create targeted messages:
Provide Valuable Content
Every email should provide value to the recipients. Keep that goal top of mind as you compose your message. Messages must demonstrate your focus and understanding of the recipient.
Value can come in the form of information that speaks to their needs and interests, inside information that solidifies the relationship with you, or a promotion available exclusively to email subscribers.
Before you hit send, ask yourself what the value is to the recipient. If the answer isn’t clear, rework the content of the message.