Email marketing is still a very viable way of getting the message out about your products or services but there are some best practices that will ensure that your marketing tactics are not being wasted. There is a thin line between reminding your clients and badgering your clients.  Managing your email subscriptions is one of the best things you can do to keep people interested in your products/services.  The best practices for email newsletters is relatively simple and here is how you can tick all the boxes.

Upfront and honest

One of the biggest mistakes a new online marketer makes is they use that subscription check box as a way to share the client/customers information and they start getting flooded with stuff that they never knowingly signed up for. Having an upfront “this is what you get” when you agree to the subscription is the best way to make new customers out of visitors.  Ask a lead if they mind being contacted by other businesses or if they want information about sales and other events. In other words give your clients/leads/customers the option of deciding for themselves how they want you to contact them.

Giving them all the information up front is a lot better than losing them down the road.  Ask if they mind if you share your information with other businesses that they may be interested in or just don’t do it. Remember the key best practice for email newsletters is to represent your business in the light you want it represented in.

How to LOSE a client / customer / lead

One of the quickest ways of losing clients/customers/leads is to badger them by overflowing their inbox with notifications, specials, newsletters and just too much information.   If a lead passes by and decides that they want more information that may be all they want, just a little more information.  Having the subscription in hand does not mean you can open the flood gate.

It means you can share information about sales and other events but you should do it sparingly or you risk getting deleted. Many consumers simply become desensitised to the information you are sending out and they just do not open the emails any more. In other words you are wasting your time.

Less is always more

When it comes to best practices for email newsletters keep in mind that less is more. The size of the newsletter should be no more than two pages. Your sentence structure should be understood by someone with an eighth grade reading level and paragraphs should be three to four sentences (short preferably) in length.

These few tactics will really engage your reader and ensure that they stay interested in your business.

Susan Wilkin

Director, Online Business Manager and Webinar Speaker

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