Email Design and Marketing
Email marketing is an incredibly cost effective way to reach a large number of people in a very personalized way. It’s not about “blasting” people with whatever sale you have going on, it’s about creating another avenue of communication and meaningful promotion.
To a lot of people, the term “email marketing” automatically conjures images of an email intent on one thing – selling. In actual fact, there are a number of types of email communications you can send to your clients, some of which are not directly sales related but can certainly contribute to your bottom line in other ways.
Make them want to open that message!
The primary purpose of an email newsletter is to build upon the relationship your client has with their own customers. Of course, this might (and should) result in an increase in sales, but the focus should be on providing relevant, useful content your subscribers might be interested in.
Often the content isn’t directly related to your products either. For example, an online grocer might send a monthly newsletter featuring a few recipes, a story on the benefits of organic produce and a column with exercising tips.
One size does not fit all.
When considering which types of email to send, it’s important to remember that you don’t need to take a one-size-fits-all approach. Some situations will be much more suited to email newsletters than one-off announcements, while the reverse might apply to others.
One of the best things about email is that it’s so measurable. Try a newsletter for your client for a month or two and then look at the results. Mix up the the topics you cover to see which garners the most interest. Try a different layout for each issue. As long as you stick to the expectations you set for your client’s subscribers, use your creativity to find what works best.