Email marketing—top way to build client relationships

Web Wise E-mail marketing—top way to build client relationships By Lori Gama E-mail marketing is really simple when you approach each subscriber as though you’re approaching a friend. To keep your “friend” interested, give her something juicy and valuable to take away. Something s/he can apply to improve whatever topic they’re seeking information about—health, real estate, food, writing, maintaining your car or truck, self-help, growing your business—whatever your topic is.

Remember from my previous columns that e-mail marketing can help you build relationships with your clients. Ultimately you can increase your bottomline profit by increasing your open rate and click-through rate of your e-mail newsletter or ezine. (Your e-mail marketing service should provide open rate and click-through rate data for you.) Follow the guidelines below to get started.

Add some personality to your newsletter. Write it as though you’re writing to a friend but don’t get too personal, especially if you’re addressing business owners and companies. If you’re not great at this, hire a professional writer to communicate your message to your audience in an informal tone of voice.

If your e-mail marketing program allows it, address people by their names in the subject line and in the opening (“Dear Susan”).

Think of other ways to personalize your e-mail marketing piece so people will be more interested in opening it.

In addition to the “Dear Susan” or “Hi Susan,” relate its arrival to the time of day and what the person might be doing. For instance, a good subject line for a health newsletter, that features a study about caffeine, and arrives in the afternoon, might be: “Take a coffee break and learn about the benefits of caffeine.”

Include links into sections of your web site that would be of particular value for your newsletter readers and watch your traffic go up. If you have an ecommerce site, be sure to include links into your shopping cart.

Share reader feedback and testimonials about your service or products and ask for more.

At the top of your newsletter, mention a coupon or discount that can be found later on as they read. Incentives like sweepstakes and coupons are one of the easiest ways to increase open rate and click-through rate and can have dramatic results. Studies have shown that by including a downloadable coupon, click-through rates increased by 40 per cent for open rate and 400 per cent for click-through rate.

Apply the guidelines above and you’re sure to increase your open rate and click-through rate, which in turn, can increase your bottomline.



Email marketing—top way to build client relationships - To learn more about this author, visit Lori Gama's Website.

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