Email marketing can be an extremely effective tool to help a business grow and remain profitable. However, it is also a double edged sword. Doing things the wrong way can turn potential customers into people who are no longer interested in buying from a company. With this, it is important to keep a few things in mind when people embark on an email marketing campaign.

Your List

There is a saying in the online marketing world that the money is in the list. What this really means is that the people who are most likely to purchase the products or services that you offer are people who have opted into your email list. With this in mind, you should treat your email list like gold. It really is the key to your company making money.

Before business owners can even begin an email marketing campaign, they need to develop their list. In order to do this, it is important for people to feature a sign up form prominently on their website. Placement is very important. Some business owners choose to display an overlay on their site that asks people to sign up for their list whenever they visit. However, this can put off repeat visitors. The best way to figure out how to maximize signups is by testing.

Your Campaign

There are several ways to run an effective email marketing campaign. The first is an informational course that people receive when they sign up for your list. This course should be spaced out over time, and this is very important. Exposing people to your brand and educating them over time makes the products or services that you offer stick in their minds. They begin to make positive associations with your company, and they feel like the owners are going out of their way to give them all of the information that they need to make a purchase. While not everyone who signs up for the list may be ready to buy right away, it helps create a good relationship between a company and a person who has already shown interest in their products.

Another great way to run an email marketing campaign is to send out messages to the list when the company is running some sort of discount or promotion. When doing this, it may be a good idea to separate the list into groups to target specific subscribers who are likely to take advantage of the offer. Companies can also send out emails if there is any sort of news that they would like potential customers to be aware of. Similar to a press release, this gets your brand in front of people who have expressed interest in what you have to offer.

However, business owners should remember that the number one rule of email marketing is to never send out so many promotional emails that they annoy potential customers and make them unsubscribe from the list. People will consider your advertising emails to be spam if they arrive in their inbox on a frequent basis. The best time to send out promotional emails is when a company genuinely has something to promote or say.

Your Content

In order to run a successful email marketing campaign, people should focus on their title and their call to action. Getting an email into subscribers' inboxes is just the first step. In order to get them to actually open the email, companies need to use an enticing title. It should be interesting and exciting so that people will want to know what is inside.

While the email should always contain quality copy, the most important thing to focus on is the call to action. Remember that people utilize email marketing campaigns to get potential customers to do something. With this, the section that is designed to get them to act requires special attention.

One great way to run an email marketing campaign is to A/B test the copy. In order to do this, companies write two or more versions of the promotional email and send them to small sections of the list. They see what clients respond to and determine which version of the copy is most likely to make them convert. They then send the version that performs the best to the rest of the list. This is known as multivariate testing when people combine more than one variable such as the title, email copy and images. While doing this may require more effort than simply writing one email and sending it to the entire list, this method is proven to be the most effective in converting potential customers.

The Bottom Line

Email campaigns are a very effective tool for businesses to advertise to parties who have already expressed interest in what they have to offer. However, they should always be carried out with the utmost care. If they are not, people will unsubscribe from the list, and companies will lose the opportunity to stay in contact.