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Daniel Cassady

Creating an Email Marketing Plan - Reaching Your Customers

Jan 21 2011, 11:22 AM by

Your Email Newsletter
An email newsletter is one of the most powerful tools in the your email marketing campaign. Newsletters not only build relationships with clients you already have, but also attract new customers by offering them your latest products and special discounts. Add testimonials from happy customers to your newsletter to really drive home the fact that you are a company worth keeping an eye on.
Spread the Word
But how do you actually get future clients to sign up? Social networking sites like Facebook and Twitter are invaluable when you want to expand your contact list. Post testimonials on your home page or tweet about a new product. Include newsletter sign up forms on all your social media profiles and make sure that they are easy to fill out. Some people can be wary of subscribing to a newsletter that requires too much information. Make sure to include social sharing links in all of your newsletters. If a customer sees something they like, they are more likely to spread the word if all it takes is the click of the mouse.
Strong Content

Once you have your subscribers' attention, it's time to show them the goods. You want to engage the reader by keeping your newsletter chock full of interesting, relevant content. The key here is relating to your readers. You need to show them that you value them as customers and that you want them to value your company and its products.

Avoid including too many eye-catching graphics in your newsletter. Instead, use keyword-rich text that highlights what it is you are offering. An easy way to add relevant content is to preview articles or reviews that are featured on your site, then add a link to the full article or review. This not only beefs up your newsletter, it also drives more traffic to your site.

Most importantly you need to give them what they want. Whether it is information on upcoming events related to your industry or discounts on merchandise, make sure that you are offering your readers something they believe is worth their attention.

The Next Step

Once you have sent out an email newsletter, don't let it disappear never to be heard from again. Old newsletters still have the ability to satisfy customers you already have and attract new ones. Make your old emails sustainable by archiving them on your web site. This will give your customers a chance to see previous email campaigns they may have deleted from their inbox. Archiving can also increase the possibility of prospects finding your newsletters through a random Google search, not to mention positively affecting Google ranking - especially if you are using the keyword-rich text we spoke about earlier.

The end goal of any email marketing campaign is to have the prospective customer look to you when they are ready to buy. Consumers only buy from companies they trust and relationships lead to sales. It’s as simple as that.  A solid newsletter is one of the best ways to start a relationship, build trust and solidify your reputation.

The Email Marketing Plan Series:

Posted in Tips & Resources, Lists & Signup Forms

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