Rules of e-mail engagement
Your site is posted, your marketing machine is revved up, and you’ve been a good business owner and collected email addresses (with permission) of all your clients and interested parties. (You have been collecting email addresses, haven’t you?). It’s time for you to send out your e-newsletter, and you’re all excited because it features some great information about YOU…but, will it be read?
Sometimes, it’s easy to start talking (writing) about ourselves and forget what it is we are trying to accomplish. Wouldn’t it be more effective to connect with our prospective and existing client base by talking about THEIR needs instead of OUR products? If you think they are the same, you are sadly mistaken. And, what about providing something actually helpful or interesting to a prospect and/or client JUST BECAUSE YOU CAN? Offering information to people because it actually helps is a good way to get on their radar. It increases your credibility, and helps you to obtain that “touch” with a client that we are all supposed to be maintaining 6 to 10 times a year, depending on who you listen to. (You are staying in touch with your clients, aren’t you?) One more incredibly important feature of providing useful content…your e-newlsetter may actually get read! People will start looking for and expecting your information because it’s informative, fun to read, or fills some need that the client has. Additonally, there are some best practices that should be followed. 1) Organize the content in a way that addresses VISITORS’s needs, NOT your own. 2) Your e-newsletter is one piece of your overall communication strategy, making sure the look and feel is consistent with ALL of your marketing materials, both on and off line. 3) Consider a survey and asking for client feedback! What a quick and simple way to engage clients and find out their needs 4) ALWAYS, ALWAYS, ALWAYS (did I say ALWAYS?) make sure that your list is permission based, and allows for an opt-out function allowing clients to unsubscribe.
Jeffrey Cohen is the director of New Business Development at ImageWorks, LLC in Vernon, CT. ImageWorks has been providing state of the art web development solutions for 10 years. ImageWorks can provide web solutions for both large and small companies. Visit our portfolio on our website. For maximum ROI with your web design, development, hosting or internet marketing needs including myspace design, on-line marketing, Social Media and Blog design, or for help with web issues, contact Jeffrey at JCohen@imageworksllc.com.