Spam has made email marketing a challenge. The default for many people, me included, is to delete emails with even a whiff of spam in the subject line. I try to get around that by:
- Sending only the good stuff. I don’t send any information I’m not sure the bulk of the audience will value. In our case, that’s when:
- We get a new licensed property
- We’re new to a market and need to introduce ourselves
- We have some sort of pricing special
- Always adding some creativity. Mailchimp drag-and-drop templates make creating emails easy, but they kind of look like spam. Instead of dropping in plain old product shots, I make graphics that draw the eye. We’re a custom uniform manufacturer. I customize all marketing pieces to the audience, too.
- Being personal. Clients love our sales people. I leverage that. I take advantage of Mailchimp’s feature to automatically use each recipient’s first name in the salutation. Second, I make sure I include the salesperson’s first name where it fits so the email reads more like a one-on-one message.