Email newsletters are a great tool for connecting with existing and potential customers. But don’t get sloppy! A poorly planned email campaign can at best do nothing, at worst, hurt your brand.
Before you conceive of an email or series of emails decide what your goal is. Here are some common examples:
- I want to keep my company and brand top-of-mind for existing and potential customers on my list.
- I want to promote a new service.
- I want to promote an existing service.
- You want to drive traffic to your website.
- You want to drive traffic to your social media page(s).
- You want to solicit customer reviews on Facebook or Google or some other site.
- You want to get feedback on a survey.
You may look at this list and think, “I want to do all of these, or three of these things.” And to that I would say, “Great. But pick one thing to accomplish per email.”
Too often people cram six messages into a single email newsletters and then are disappointed in the results. But think of how you use email. You go through emails pretty quick, right? How often do you scroll all the way on a marketing email? Not very often, I’d bet.
Pick one main message that you want to convey in each email. You can throw in a few added bits of content/links on the off chance that you catch someone’s attention. But don’t expect a reader of an email newsletter to spend more than a few second scanning what you send. If your message doesn’t convey quickly, it’s not worth sending.
Want help developing an email newsletter program? Contact Hall Davis Marketing Strategies today!