What is meant by the statement “The money is in the list”? It means that a great deal of the value of your business is lying in your mailing list. It is your task to forge a relationship with the people on your list so that you can create trust, sell to them, wow them, and then benefit from the referrals they send your way.
Email is still one of the most effective marketing channels. Here’s why:
It’s the one platform you can count on to deliver your message. Think of it this way: you may not check your Facebook or your Twitter everyday but you are not likely to let a day pass by without checking your email. It’s too risky. In addition things like the Facebook algorithm and timeline mean you are never even sure if your post will even be seen.
Therefore we say the rule of thumb is email marketing should be a primary marketing activity while social media marketing is to back it up
What will get your email opened? Your sender name and your subject line will.
Using a constant and highly recognizable sender name that has got a good reputation tied to it, is critical to success. Send your campaigns from the same email address and sender name every time (unless there is a good reason not to) and please don’t make it from an address that says ‘Do not reply’. “How rude,” your subscribers will think, “that they send me email but I may not reply!” Email marketing is not a one way broadcast. Please no free service provider email addresses such as Gmail, Yahoo etc.
What will get people to react to your email?
The content of your email and how relevant it is to the subject line. In addition here is a practical piece of advice:
Keep in mind that the larger the image, the greater the chance an email filter or firewall will block the image. (If you have one large image, we recommend building a slice-and-dice, which involves slicing the image into smaller images and coding them together in an HTML table to create a seamless-looking image.) In addition, some servers will reject or filter an email if the content is too image-heavy so make sure to include a balance of text and images.
To be safe keep it simple. Use the email templates made available by the bulk email platform you are using. The trick is to search for a template closest to what you need so that minimal editing is required.
Good email content deepens your relationship with your audience through trustworthy sender name and effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).
See the results in one of our case studies: download our case study here