Often neglected or forgotten, email marketing is the stepchild of the social media world, regularly taking a back seat to The Next Big Thing. Yet, depending on your business goals, it may be one of the best ways to expand your client base.
Email marketing is “one of the most effective means of communicating your brand identity and generating sales,” according to Michael Beaulieu, group manager for digital media at Wayfair – a U.S.-based multinational e-commerce company – who is quoted in a recent article on Digiday.
At our firm, we have had success with e-news – a more subtle form of email marketing that includes newsletters, news announcements and articles on topics of interest to the people on your email list. Clients who were initially reluctant to try it have been surprised at the positive feedback they get with this means of communication.
Obviously, it’s just one tool in the PR toolbox, but if your firm is trying to reach a specific market, rather than promote to a broad consumer base, it is a cost-effective way to get your message out. In addition, by using a professional program, you can see who opens your email and how often they do so. A regular reader might be someone who is interested in hearing more from you.
So while e-news coming from your company will not replace external media coverage, it does offer distinct benefits:
- Clarity: Your message is sent – exactly as you want it worded.
- Frequency: You can send emails as often as you have news to impart.
- Targeted: You can send directly to the decision-makers who can influence your business.
- Feedback: You will know if and when your news is welcome – if your email is opened; if you get new subscribers; or if your subscribers “unsubscribe.”
Some cautionary notes to keep your subscribers interested:
- Keep the content valuable. If your email is all puff and no substance, people will stop opening it.
- Don’t send it too often. You don’t want to overwhelm your audience to the point that you are a nuisance.
- Make sure everyone on your list is part of your target audience. Sending information to the wrong person can put you in a Spam category.
- Have a recognizable design and layout for your email. You want to look as professional as you are.
Posted by Margot Dimond