Email lists have been central to the ways companies do business and interact with potential and current clients, partners, associates and investors for more than a decade. It is practically assumed nowadays that businesses with any web presence (and even some without) will actively engage in email list management in the form of lists and databases which will likely be separate from other marketing campaigns, like social media.
With this expectation, it would seem that proper upkeep and usage of email lists would be old hat to companies. However, many firms still make common and avoidable mistakes in email lists that can lead to missed opportunities for communication and networking and might even turn some people away. Consider these common mistakes that lead to unsuccessful promotional email strategies.
Content
Email lists should offer something for the client and are not catalogs for the company’s products. These might offer some specialized web features, updates on new services, important changes in the company, multi media items or personalized industry related news and trends. Grammar and tone count: be sure to sound like an expert, but don’t be afraid to use a little humor from time to time where appropriate.
Unwanted emails
People are likely to be annoyed to receive emails from companies they have never done business with. It is best to find strategies that bring clients to your lists: never randomly add people. Clearly visible means of opt out management displayed via a prominent link or graphic allowing members to unsubscribe is crucial to compliance. A professional data management firm can offer software solutions and professional support to ensure that companies are in compliance with laws and can best maintain data records.
Email frequency
When it comes to how often promotional lists should go out, there is no definitive answer.To a large degree, it is dependent on the size and number of initiatives within the company. Seven emails per day may be too many, but only seven per year might make customers forget about the brand. Tie these emails in with large marketing plans and use them to highlight what’s happening. Don’t make customers feel like they’re being spammed, but communicate frequently enough to keep the company familiar.
Remember that the email list is only one part of a marketing plan, and should be used to tie other areas of the total marketing strategy together. Social media is a good method of daily communication, but a good email list should feel like it sums up where the brand is today.