A screengrab of Google's test of email marketing signups. Image: TechCrunch
A new feature test some have spotted on Google would let people sign up for email newsletters through Google’s sponsored advertisements. This feature highlights that having an email newsletter can be an incredibly effective marketing tool, if used correctly.
A legal reminder
Email marketing needs to comply with the CAN-SPAM and Canadian anti-spam legislation. Sending out unsolicited, non-compliant or spammy emails will do your business more harm than good. If you’re sending out email marketing that includes affiliate advertisements, ensure that your affiliate agreements allow for email marketing.
Provide options for emails
Email marketing is more personal than social networking or blogging. Opting in to email marketing is a customer’s way of saying that he or she cares enough about your company, message, story or product to have your information delivered directly on a regular basis. This means that you should offer email subscribers options for what kind of updates they want to receive. This could be based on subject matter, frequency or type of email. No matter how you split up the emails, be sure to record the choices carefully and respect them.
Have a conversational tone
Giving your emails a conversational, friendly tone makes them come across as more personal and improves response rates. Keep in mind that conversational and friendly doesn’t necessarily mean completely informal; just keep the voice consistent with the rest of your marketing.
Only send with real content
While it can be tempting to send emails on a weekly or daily basis and just repeat what you have available, freshness will help avoid email fatigue. Send out new emails when you actually have something new and different to say to your customers.
Include Easter eggs
Including special email-only deals, content or information will help increase your email readership and creates the excitement that keeps your email readers engaged in the long term. Remember to tease these deals on your social networking accounts and email signup pages to give new visitors a reason to sign up for your email list.
