Quick Guide to E-Mail Marketing
Email is one of the least expensive ways that a business can reach their customers and keep them up to date. This is undoubtedly an essential tool that most small businesses will need to utilize in order to maximize their profits and customer satisfaction. Unfortunately, if email is used improperly, this can also lead to customer dissatisfaction and general annoyance.
One thing to stay away from is too much bulk emailing. Sure it’s nice to offer your customers a quarterly or a monthly newsletter keeping them up to date on current standing of the company but bulk emailing can upset people and clutter their inbox. Another problem with such emails is that any reliable email server will sort through this email and likely label it as “junk mail” and it will never even reach your customers. Or worse, the customer could add in your email address to their black list and it will be sent straight to the trash can.
To avoid becoming a nuisance to your customers, never email every person who’s ever visited your site or bought something from you. It would be much more professional to put in a check box in the page where your customers will sign-up for accounts asking them if they wish to receive your news letter. It is also important to be prompt when removing a customer from such a mailing list because not only will it upset them but they will likely pass along bad reviews to other potential customers.
One thing that you can do to make your emails more professional is to personally email a client when they email you a suggestion or a complaint. Automatic return emails should be reserved for billing, purchases, account activation, and resetting passwords. By giving a genuine response to a customer will show them that you not only took the time to read their email, but that you have taken their thoughts into consideration and that you are taking an interest in them as an individual. This is the one area that small businesses will gain incredibly from because such things are so rare nowadays that the customer will be likely to tell their friends and family about the great service they have received with your company.
Another thing that makes email so great is the fact that it is free, because your business is likely already paying to have the computer on and the internet running. Coupled with word-of-mouth it is one of the best ways that your small business can stay on your customers’ minds. If you are considering taking the quarterly/monthly newsletter route, I would suggest having a well thought out template made so that you can stay consistent and save time. As for what to put into the news letter you should include things that are of interest to your customer and you should avoid using jargon that your customer would not be familiar with. Also make sure that any colors, pictures, or graphics are not hard to see or will make the person reading your newsletter strain their eyes. Including your logo and company name at the top of the letter is a must. That way the customer knows exactly who is emailing them.
That’s pretty much all it takes for a small business to master email. Just remember not to flood your customer’s inbox, respond personally to suggestions and complaints that require replies, and make sure that if you do go with bulk emailing, your newsletter is easy to read and your customer is the one who decides if he or she wants to receive the letter.
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