Is email marketing the future of business? If done properly it could be, when you think about it email marketing is not often done right, and when it is you tend not to consider it to be on the same level as most email marketing, which most of us just call spam. When it comes to business there are a lot of things that need to be taken into consideration with email marketing, it isn’t as simple as just sending out emails that promote your business or products, you also need to consider the target audience, what they will stop and read, what they want to know about and most importantly what they are likely to consider to be spam.
The internet is a quickly changing place, and marketing is becoming more difficult all the time, search engines and websites change and the way marketing has to be approached varies, depending on the target users, the topic area and all manner of other things, such as the products or services being marketed. Emails however have not changed much, the rules for getting an email past the spam filter and noticed by your users are not much different at all from how they used to be, so an experienced company that has done it in the past can do it again. Email isn’t going anywhere – like the postal system there might be alternatives but it won’t die out, so yes, it does have a place in the future of business.
Of course what future this is remains to be seen, whether or not email marketing is going to change cannot be predicted, but it seems unlikely that it would. Emails are generally a great way of getting information across and are easily accessed on just about any platform, whether it’s your computer, your phone or your tablet you can read your emails at the click of a button – even gaming consoles that have an internet browser can be used to access emails.
The laws have changed, even if the technology and methods have not, spamming and marketing certain items through emails is no longer legal, though this can vary depending on the physical locations of the recipients and senders. You should ensure that you are familiar with the laws in the areas that effect your company before your implement any large scale email marketing projects, in particular if there is a chance you could be seen as breaking laws; if your target audience start flagging you as an illegal spammer it isn’t going to do wonders for your business’ image is it?
If you want email marketing to continue in your business, and in particular if you want it to continue successfully you have to follow the rules and ensure that the emails you’re sending out are of the highest quality and that you are sending them to quality email addresses. The things you send out will be the decider for the readers, whether they just delete the email or whether they read it and actually visit your website or buy your products. However, this stage of the process is impossible if you’re send out to a load of dead, unused or invalid email addresses and very difficult if you’re sending it out to a load of users who couldn’t care less about your market area.
What are the most important things in email marketing? The email address, the title and the content. It’s pretty simple to think about it like that but much harder than you might imagine to implement. You don’t just have to consider the email addresses you’re sending things out to, there’s your own email address to consider. When you send out an email to your prospective clients whose name shows up for them? What is the email address? Does it look professional or does it look like a spammer? What about the title of your email; how much thought did you put into that? The subject is the first thing your viewer sees, this is what will decide whether they open the email or whether they delete it. Your subject needs to be something short but interesting – something that will grab attention.
Do not include attachments. Unless you’re a known and trusted company and the recipient has been expecting your email and welcome it like they do a parcel in the post then no attachments. People see them and just think of viruses. You’ll most likely be flagged as spam and deleted, and none of your emails will ever be opened by that user again. It’s not worth it.