One of most valuable marketing tools we have as eBusiness owners is email marketing. It is "FOUNDATION" of our eBusiness. Think about that for a second...most people think that traffic is foundation of your eBusiness....wrong!!
While yes traffic does have a role to play in marketing of our business it is email marketing aspect which carries ball for us and builds trust and rapport for us.
Or, I should say it should work at building trust and rapport, however if our email messages don't even make it to person who has requested it...well then "Houston we have a problem!"
We face essentially three challenges when it comes to email marketing, let's take a quickie look at them...
Challenge 1 - Spam Filters
Filters do a reasonably good job at deleting those unwanted emails, but there is still chance that legitimate email (like yours and mine that people have actually requested) end up not making it through spam filters :o(
There is no real set way of determining what is legit and what isn't. I mean lets face it "list" of words that are on hit list grows every day...so even trying that approach is a daunting task.
Challenge 2 - Mass Deleting
Within control panel of my email box I have a little check box that I click which marks all email in my inbox for delete. What I do then is quickly scroll down list and I will uncheck an email that I have been expecting or one that I know I need to keep. After that rest are deleted. I am not alone in this little process of "mass deleting" we all tend to do that in one way or fashion. The thing is though that there are times when I have been scrolling quickly and end up deleting a message that I shouldn't have.
It's human error, it happens and unfortunately we run risk of having our customers do very same thing.
Challenge 3 - Competition
As much as we would love it, our email arriving in a customer or potential customers inbox isn't only email they are getting. We are in competition with every piece of email that they receive...all of us are jockeying for our customers attention and asking to be read.
Competition is everywhere, you can't escape it.
Obviously there are business owners who see these challenges and decide that it is time to bail on email marketing altogether. I have actually had clients myself who have said very same thing to me. For real!!
If you are one of them, my answer to you is same as I say to my other clients...DON'T DO IT!!!
I mean come on, where do you think we would be today if some of our greatest inventors decided to bail because something got a little tough??
Lets face it, internet is still in its infancy and yes there are going to be huge adjustments made as we go, but you just don't toss in towel...you find ways to adapt to challenge.
So, with that said, lets look at a few things you can do to "adapt" to challenge and get those emails opened.
Adapt Idea #1 - Brand Your Messages
Branding your messages is a simple tactic that you can put into place immediately (if not sooner). Come up with a one or two word tagline that will immediately register in mind of your customer, so that when they see it they will keep it.
Forums and newsletters use a brand all time. If you look through your inbox you will immediately recognize a "brand." For example; HowTo, Ryze, ProfitSpace, DEMC, InnerCircle.