Two Words I Hate: Email Blast
It’s not that I don’t like email, or email marketing. I enjoy receiving messages from companies where I’ve opted-in to receive emails. I like it even better when the emails are about specific topics I’ve selected. I don’t like hearing “email blast” because it frequently refers to the indiscriminate sending of emails (perhaps using a purchased or rented list) to people who have not opted-in to receive them. In other words, what’s being sent is spam. And when they are opt-in messages, the content has little relevance because the same message is sent to everyone, without regard to their interests. Here’s how to improve your email marketing:
1. Cultivate an in-house email list. Make sure every page of your website has an email sign-up at the top, and put a link in your email signature too.
2. If you have many different products and services, consider offering unique email communications for each. Let users choose which they’ll receive at the time they sign-up.
3. Segment your email list as you do your prospects and customers (you are doing that aren’t you?), and send content that is relevant to each list. For example, if you serve vertical markets with unique needs, buying processes, lingo, etc., consider sending emails with content specific to that vertical. You’ll be seen as an expert by the recipient and get a better response.
4. Never use a rented or purchased email list, as the poor results will not justify the cost, no matter how little the list costs. Better to cultivate and use your own list. If you have the opportunity to send email to people registered to attend a trade show, it’s better to send a well-written, eye-catching pre-show letter to get people to your booth than an email. Remember, the recipient doesn’t know you and will likely ignore the email, if it reaches him/her at all.
I could go on and on about good email marketing. Feel free to send questions and I’ll answer them.
Filed under: Uncategorized | Leave a Comment
Tags: B2B marketing, demand generation, email, email marketing, lead nurturing
No Responses Yet to “Two Words I Hate: Email Blast”