How to use Email Marketing Correctly

Inspired by Nathan Barry, we wanted to throw out a few quick tips to our readers about writing and sending emails that your contacts actually want to open.

One thing we’ve noticed is that small business owners aren’t the best at communicating with their customers. This is a tragedy.

Why? Because who should be better at this than small businesses, with just enough customers that they could really fine-tune their content and marketing strategy? Small Business owners, who have contact information for almost all interested clients, have the absolute best database of interested clients, what they like, and what kind of email newsletters really click with them.

Tip 1: Do your research
If you’re not already using an email automation tool that provides analytics on what or when the recipients click on your emails, start here.

If you are, and you’re not paying attention, start with realizing that you’re throwing away great market research.

Tip 2: Don’t send useless information.
Berry puts it this way:
“The best emails are the ones that provide immense value to the reader. If your entire email sequence consists of “sell, sell, sell” then you’ve entirely missed the point. Instead you want to use education to help your reader. As you write each email ask yourself, “will this content help the recipient improve their life or work?” If not, don’t send it.”

Tip 3: Keep it short. Keep it short. Keep it short.
(see tip 2)

Tip 4: Know your audience.
If you’re sending real-estate emails to a group of professionals, your tone should be professional. Think of how much “free time” your readers have when they see your emails– the answer is none. They don’t want fluff, they want information and a way to respond if they’re interested. Make this part easy!
On the flip side, if you’re sending emails about your small business success to a group of people who have volunteered to help, keep it personal. They don’t want to feel like you’re a robot and suddenly too busy to make your emails personal. Make a joke, give them some information, and keep it casual.

P.S. It’s always a good idea to use real first names in mass emails (you can do this with Salesmanna).