Since the advent of the various social media platforms, email has mistakenly been labeled as a dead medium for reaching customers. However, the key to marketing is reaching your buyers through as many mediums as possible. Whether through Facebook, Twitter, or even marketing through email, the best way to reach your customers is to reach them on multiple platforms.
As evidenced by sites such as Groupon and Woot.com, email is an effective way to reach customers, if done correctly.
Here are 4 of the major Internet marketing mistakes people make when reaching customers through email:
1. Emailing Too Often or Not Often Enough
While Groupon has thrived on a daily email, depending on your business and your customers’ preferences, a daily email may be too frequent. You will need to test different email frequencies to determine how often you should be emailing customers and prospects. Emailing monthly is discouraged because thirty days is a long time. One email in thirty days is easily forgotten.
2. Including Too Much Information
Emails should be short, no more than three to four hundred words, and have a single clear call to action. Anything more is going to overwhelm your email recipients. Hit your customers with a simple, persuasive offer that is easily recognizable and understood. If it takes more than thirty seconds for your customers to make a decision whether or not to act, chances are you’ve already lost them.
3. Segment Your Mailings
Collect data on your customers and personalize each email using mail merge or variable data emailing. This allows you to tailor your messages directly to individuals, capturing their attention and engaging them in a high-level relationship.
With these tactics you will find that email is in fact a very effective tool in your Internet marketing toolbox. Only with a fully integrated platform will you achieve the best possible marketing mix to maximize your budget and your results.