On April 28th I attended an event hosted by CAWEE (Canadian Association of Women Executives and Entrepreneurs) at the Hot House Cafe in Toronto. The event featured Lisa Kember, Regional Development Director for Constant Contact. Lisa focused on the advantages of using email marketing for any size business, and outlined tips on how to be successful, what to avoid doing and how to set up your company newsletter.
As Lisa put it, acquiring customers takes time, money and effort. However, with some help, businesses can reduce all these elements and promote their brand and business in a more effective way. According to Lisa, 94% of internet users between 18-64 years of age send or read an email. With Constant Contact, businesses can put out a newsletter with information that can supplement their sales and marketing efforts. There are some email marketing best practices, however, and the following are some important ones to pay attention to before setting up your first newsletter.
Here is what you should keep in mind:
1. Email Marketing is not Spam
No great sales or marketing person would believe that spam is the way to attract prospects. Sending out newsletters through email marketing is meant to inform people about what your company is doing, what your thoughts are on the latest trends in the industry and how and why your solutions are beneficial to your potential customers and current ones.
2. The Basics
Set Expectations
What content will you send out? When you will send it out? How long do you want your email to be? If you’re sending out information to top executives, the reality is, they are not going to read something that takes them longer than 5 minutes on a Monday morning. Make sure your newsletter suites your target audience in regards to length and the day/time you send it.
Deliver on Your Promises
If you include a promotion in your newsletter, make sure you follow through, regardless of how many people take advantage of it. This sustains your credibility.
Abiding Legislation
Many are unaware that using someone’s email address without their permission is illegal. Beginning in September 2011, companies can face fines from $10,000 and up if they use someone’s email address without their permission. Someone has to of either given you explicit permission, or has recently requested information from you (implicit permission).
Integrate Social Media
Although people still rely on receiving emails for information, social media is still equally important. Add in the social media bar to the top of your email, allowing people to share your information to others.
3. Manage Your Lists
Ensure that you’re adding new people you meet at an event or cross paths with (after you gain their permission of course). Delete those whose email has bounced and follow up to make sure you have inputted their accurate address.
Sales representatives tend to focus on acquiring new prospects rather than managing the relationships they already have. It is 6-7 times more expensive to gain a customer than to retain a customer, according to research presented by Constant Contact. Repeat customers also spend 67% more than new customers and also act as a business’s referral engine. While searching for new prospects with email marketing is an excellent practice, ensure that you are also building on current relationships with the information you send out.
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