Andy Lynch, Internet Media & New Technologies
The strength of the email marketing campaign can be directly correlated to the strength of the relationship you have with the recipient. Therefore, while it’s possible to rent email lists, the best approach to email marketing is to communicate with people whom you have an existing relationship. It doesn’t matter if you’ve sold something to them or they’ve participated in a contest or a promotion, gathering an email list from your own internal databases is the best approach.
Tip #1: If you’re not collecting your customer’s email addresses, start!
Tip #2: Schedule email marketing to be sent, whenever possible, during normal business hours- instead of the middle of the night. Mail received overnight is often trash; an attention getting subject line during the day- while email is being addressed as it appears- can be much more effective! Email only works if actually get their attention.
Tip #3: Whenever possible, attempt to anticipate the customer’s need. If your product has a regular buying cycle, ramp up your communication with that consumer about the time you anticipate they would normally be in the market again. My oil change company, for example, has this down to a science.
