Email marketing: a cornerstone for client touches
By Henry Glass
Senior Advisory Group
There are three main points to email marketing: Staying in front of potential and existing clients, moving potential clients closer to the purchase decision and differentiating yourself from your competitors.
There is one overwhelmingly powerful concept that email marketers need to understand and that is the value added concept. Emails that drip on clients or potential clients must always add some value to the client’s lives. This may include valuable information, unique service offers, discounts and the like.
There are three main points to email marketing: Staying in front of potential and existing clients, moving potential clients closer to the purchase decision and differentiating yourself from your competitors. Emails generally fall within one of the following categories:
- why us
- buy in decision
- post purchase email
The categorized emails are targeted to the specific needs or interests of the client. Look to mainstream retailers for the most advanced email marketing systems. Macy’s, for example, has a great website that allows you to browse their merchandise. Their website tracks what you’ve clicked on and then sends you emails for specific items that you appeared to be interested in. Your categorized emails don’t have to be so advanced, but they should involve some sort of fact finding.
Education is always important in email marketing. Knowledge is valuable and gives your clients a reason to read your emails. Education emails entail teaching your clients about their interests.
Why should your client do business with you specifically? This is the question your “why us” email/s should answer. What do you offer that your competition doesn’t?
Buy-in decision emails are the confirmation of purchase, an initial thank you and an offer of continued service and product support.
Post purchase emails include things like client satisfaction surveys and re-education for perhaps another sale. From time to time, they should also include exclusive offers for those that have done past business with you.
Some helpful tips on starting off on the right track:
1. Avoid getting caught in spam filters by never using ALL CAPS
2. Send a test to see if it gets caught in your spam filter
3. Add more text and less pictures to help pass the spam filter
4. Use consistent messaging helps keep you in front of clients, minimize unsubscribes, reduce not trigger email blocking
5. Always include an unsubscribe option at the bottom of every email.