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Common Sense Rules of Email
Marketing
Do you love email or hate email?
With a couple of clicks of the
mouse…bam…the proposal your
prospect needs is in front of
them. The key marketing
information a reporter wants
can be sent without a fax. You
can even use the power of email
to reach a lot of qualified
prospects, fast. But with all of
the convenience of email, using
it effectively as part of your
marketing Impact! requires some
rules of thumb.
1. Send email to the recipient
only. There’s nothing worse than
getting an email that you think
is intended for you only to find
out it was blasted to 30 other
people. If you have to send
email to multiple people, use
the “CC” function, but get
permission from the recipient
first. You can also use the
“BCC” function (blind carbon
copy). Or just send your
messages separately.
2. Make sure you proofread your
messages. Many a deal has been
lost because of a stupid
email misspelling. Spell
check and proofread your email!
Right before you click “send”,
print it out and read it.
Messages are easier to proofread
when you’re holding a piece of
paper rather than reading it on
the screen.
3. Email is convenient and often
impersonal. Remember, as
convenient as email is, it’s a
very casual way of
communicating. One executive
told me hates email because it’s
a very “lazy” way of
communicating. Always understand
your prospect’s opinion of email
before you point and click,
or use it in your marketing.
4. Don’t overload your email
marketing
that contains
attachments. Nothing is more
frustrating than getting an
email with a file attachment
that won’t download. If what you
are emailing is important to
you, don’t overload it with a
bunch of attachments. Remember,
the recipient has to download
those files! Often you’re better
off sending an email with a note
that says “I faxed you the
proposal.”
Add a promotional message to
your email. Many email programs
let you add a “signature” line
at the end of your message.
Rather than adding Big Kahuna,
Senior V.P., try incorporating a
message that says, “10% discount
until December 31,” or “Open 2
accounts and your 3rd is FREE.”
Make sure you use a call to
action and set a deadline.
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