Is email marketing taxing your patience?

How do you automate and personalise email marketing and not appear as a stalker.

Email marketing is a commercial message through email. Visitors come to your website and consume your content, but you don’t interact with them. When people give you permission to send them emails, they trust you. Don’t say anything in an email that you wouldn’t tell them personally.

In the last decade, email marketing has become the channel with the highest return on investment for marketers. When it comes to acquiring paying customers, email is more efficient than social media.

As soon as you get subscribers on a list, your email campaign kicks in to start earning the revenue for all your online marketing efforts. Don’t flood them with emails, and please deliver value before trying to obtain your goal.

“If you wouldn’t do it face-to-face don’t do it in an email marketing campaign.”

– Bernadette Jiwa

Marketing automation is software that can distribute emails to a list of addresses, recognise who responds and send a reply to the ones that acted on the offer. Done well it’s effective, but if you broadcast messages to a lot of recipients who aren’t interested, you risk making them hostile. You wouldn’t dream of cold-calling the same customer three times in one day. Is it okay to do it with email?

You need to segment your subscribers into groups, defined by their buying history and browsing activity. By using this information, you can customise your email messages to particular types of subscribers, and, if you get it right, achieve a substantial increase in revenue.

It’s the age of targeting and personalisation, and your emails need to be an example of this. Consumers expect to be addressed by their first name, and want the companies that they’re doing business with to know who they are.

Permission-based email marketing is a method of advertising via email where the recipient has confirmed to receive the advertisement. Don’t only think of sales, because this makes your marketing seem desperate and it isn’t very creative. Measure what reflects your values and trust your gut as to what to do.

My communication with my customers is mainly through email. It’s time to put it in a system – a system that hones their individuality and that doesn’t harass them.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.