In spite of advances in communication, email marketing remains the single most productive and appealing method of communication between businesses, as well as with their clients. Perhaps the reason is that so many people still enjoy having the anchor of an email address, much the same way telephone land lines took a while to phase out in favor of more modern and mobile methods of communication.
With that in mind, there are a few things that can be done to enhance the email marketing experience. Consider the following options before composing your next email marketing blitz.
Multimedia Options – You want to take maximum advantage of the once or twice a month that you reach out and touch your clients, so make it something special, utilizing targeted offers and specials, perhaps basing them on clients’ previous purchase or surfing history. Never underestimate the power of a visually exciting and interactive experience.
Triggered Emails As Sales Support – Many companies send e-mails to let clients know that a subscription is about to expire, or a warranty, or some milestone event. However, post sale triggered e-mails may also have pleasant results, allowing customers to interact with the company regarding their buying experience. You can also remind them when sales on similar or related items are coming up, and again follow up with them afterward. The idea is to be proactive in reaching out to your clients, making sure that you become their go to source for all related items or issues.
Have a Sense Of Humor – Stale sales pitches and dry copy are about as effective as the old screen door on a submarine when it comes to drumming up new business. Find a way to inject some humor into the proceedings and you may be surprised at just how well and how enthusiastically your clients respond. At the end of the day, people like to know that they are dealing with real people, not a faceless corporation, and a little humor goes a long way in this regard.
Make Everybody Your Customer – Too often we tend to differentiate between clients and business clients. Remember that no matter their standing, you are still dealing with real people here, so treat them as such. Make them aware of deals and specials, and like the “civilian population” you will find that this approach works well when it comes to increasing your ROI.
Even though email is fast approaching dinosaur status in the world of cyber marketing, it remains a viable marketing outlet, and one that should continue to be utilized and maximized for as long as possible, or at least until the next major communications revolution comes around.
