email-marketing1You know you should be using email marketing for your business, as everyone plus their friend is telling you. You hear about it everywhere you go, and the stats look amazing.

So what’s holding you back?

Reason number 1: Know Who You’re Writing To?

You will never get the results (open rate and click through rate) you want if you do not know who you’re writing your emails to.

This is true for all communication. You must know your audience and make the messages you are sending important to them.

For instance, I’ve just written a set of five books, which tells the story of Timmy the Lovable Bear and his fantastic adventures. But instead of sending my message to mums and dads of kids 2-5 years of age, I send them to mums and dads of teenagers. I suspect my response would be incredibly low, if not non-existent.

Reason number 2: You Need More Time

For many of us time is our worst enemy, it looks you straight in the face every morning, never changing but somehow getting shorter. We’re all looking for some way to save it and get more done.

A nice time saving activity with emails is to clone your old emails and then:

  • You can update them with fresh compelling content.
  • Play around with the subject lines.
  • Make the call to actions stronger, more persuasive.
  • Giveaway useful free gifts
  • Put some personality into them.

There’s nothing worse than reading an email update, all about a company, nothing in it for me and reads like it was written by a robot.

Reason number 3: Always Test Your Emails

You can always make your emails do a better job for you by testing.

  • How often, once a day, twice per week, weekly, monthly etc. See which works best.
  • Days of the week
  • Test the appeal
  • Test the layout, text only, newsletter format with graphics
  • Test subject lines
  • Calls to action
  • Etc

Reason number 4: Do I Need Messages For Different Groups Within My List?

Yes, no matter how painful. As mentioned above your open rate and click through rate will increase when your message targets the right people. And this is true of your list too.

You must segment your lists, for example:

  • Past purchases
  • Age
  • Gender
  • Geography
  • Job function
  • Seniority Level
  • Stage in the buying cycle,
  • Etc

This does take a bit of time and thought, but is well worth it for the increased revenue it can bring.

Reason number 5: No Check List

Why do I need a checklist? You need a checklist to keep you from making mistakes in your email marketing messages.

  • Does your subject line catch the reader’s attention?
  • Did you personalize the email?
  • If you’re using a generic subject line, did you clearly define the group the email is going to?
  • Does the reader gain something or lose out if they don’t respond?
  • Did you include a P.S.?
  • Does your P.S. re-state your guarantee, your free gift, your offer, your deadline? Etc.

You need a checklist for checking the quality of the material you are sending out. This will help the emails you send to be at a consistently high level.

This is by no way an exhaustive list of the things you need to do before you put pen to paper or fingers to keyboard. But it will certainly help to take some of the stress out of producing good email marketing campaigns for your business.