Email Marketing: Everyone does it, but very few do it right!

by L.J. Hyland on October 20th, 2011

The other day I was checking my email when one stuck out to me. This particular email did not stand out because of its one of a kind design or its great message, but rather because it made me realize how much time, money, and effort can be misdirected in email marketing. The email I received was for a sale on a 12x12 gazebo. This would be fine if I was a middle-aged family with disposable income, but I am a 21 year old college student who lives at home, has a mild income, and no possible need for a gazebo. I don’t want to see your email blast fall to the same DELETED fate, here are a few basic email marketing tips to follow.
Tip #1 Know Your Target Market.
Your target market should be as specific as possible so that you are only attracting people with a high level of interest in your product. A great way to define your target market is by age, race, sex, geography and income.

Tip #2 Only Target Your Target Market.
Try to refine your email list to as a specific of a group as you can. It’s better to send out 20 email and get 5 good responses than to send out 200 for the same outcome. I know that sounds like common sense, but it’s one of the most common rules that companies break. Some companies feel if they send their message to everyone then everyone will come running to get their product. The actual fact of the matter is, majority of the people who buy your product are going to be within your target market. Using the umbrella affect to cover everyone is going to upset the people who don’t have any interest in your product. It is also going to cost you a lot more money to acquire such a large list.
Tip #3 Consider Timing.
Running a business to business email blast at 3:30 on a Friday afternoon might not be the wisest idea. The majority of people are already looking forward to their weekend. The email is likely to get deleted or put to the side until Monday. The best way to figure out a good time to send out your email blast, is to try and think like the market your sending it to. If you were them, when would you be most likely be available to receive a message?

Hopefully these three basic tips on sending an email blast will help you increase the open, and response rate to your emails.


Posted in Strategy    Tagged with Email Marketing


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