In its broadest sense, each email sent off to a potential or current customer could be viewed as email marketing. Email marketing as a whole requires a list of email addresses to which you can send messages.
It can be defined as any kind of campaign you send to build or create interest in your business so that your customers or potential customers know where to go to make a purchase or avail of your services.
So what is it that makes this type of campaign more effective than others? It is the fact that these messages are sent to a targeted list of people who have asked for it and have indicated that they are interested.
This is true online as well as off. In fact, one of the biggest complaints when it comes to email marketing is that the messages go unopened. In some cases this is due to an incorrect mailing list. It is possible that the receiver hasn’t signed up for the list yet.
In a sense, every email you send out is an email marketing campaign and if it is unsolicited, it could be seen as spamming. However, the difference is that unsolicited email campaigns are usually set up by vendors who are trying to make a quick buck and don’t care about the recipient.
Online campaigns on the other hand tend to be targeted and have an ‘opt-in’ option so that the recipient can make a choice as to whether or not they want to receive emails.
There are a number of factors that you need to be aware of when you attempt to start an email marketing campaign. Among these factors are those that affect the relevancy of your messages and those that influence the efficacy of your campaign.
Your audience also plays a role as do any other details of your business operations. With these facts in mind, you can then create a targeted and relevancy oriented email marketing campaign.
tHe relevancy of an email?
In email email marketing, an email is relevant if it appeals to an audience to which you do not already have a relationship. That is to say, your audience is likely to find your email more interesting, helpful, or pertinent than a similar message that you might send out to a general audience.
In order for a message to be relevancy, the audience, it is the type of information contained in the email that is unique. For instance, an email that discusses the history of the Boston Celtics basketball team would be more relevancy than a same-day recap of the New York Yankees baseball team.
An email is relevancy if it addresses a desire or need of the audience or if it connects to the topics already discussed. For instance, an email about the history of the Celtics would not be relevancy if it discussed players and teams who never suited up for the Celtics. Likewise, an email about the Yankee Baseball team that discusses players who suited up for the team would not be relevancy.
An email whose subject is about one topic in baseball would be relevancy because the email’s target audience already has an interest in the topic. And an email that discusses the current state of one team in baseball would be relevancy because the email is discussing a topic the audience is likely interested in.
To be relevent, the email must be relevant to the audience or be relevant to the topic that the audience’ is interested in. That is to say, it must be relevant to the information the audience already knows.
That is, the email must have content that the audience is likely interested in. Content that is relevant to something the audience is interested in has content that is already covered by something the audience is interested in.
This content will be easy to read and therefore more interesting than an email whose subject is irrelevant. And this content will be connected to a topic that the audience is interested in. So an email about the current Yankees and Yankees fans will be more interesting than an email about the Yankees and Major League Baseball.
That is, the content is connected to the topic the audience is likely interested in.
An email has relevancy because it addresses a need or desire of the audience. In other words, it addresses a desire or need the audience may have.
Because an email addresses a desire or need of the audience, it also appeals to the emotions. That is to say, the email will appeal to the emotions of the audience by appealing to the emotions that the audience is likely to respond to.
And the emotions that the audience is likely to respond to are the emotions that the audience is affected by. Because the email has relevancy, it also appeals to the logic. The email will appeal to the logic of the audience because logic is likely to be an interest of the audience. The audience will appreciate an email that appeals to logic. The audience will likely to be interested in logic.
That is, the email will appeal to logic.
Now it is very important to realize that if your email marketing message is irrelevant to the audience, you will fail in your email marketing objectives. This failure will be devastating because failure to make email marketing messages relevant will result in a very low level of effectiveness.
making message relevant
There are many ways to ensure that your email marketing message is relevant. Here are a few examples:
* Ensure that your email title has relevance to the purpose of your email.
For example, if you are selling a $20 eBook on building an opt in subscriber list, your email title should not be something that everyone will be interested in. You should write the title in a way that will appeal to people who are interested in learning how to build an opt in subscriber list.
* Ensure that your email content has relevance to the purpose of your email.
For example, if your purpose of email is to sell a product, then your email content should not be selling a product to everyone.
Your content should be relevant to the purpose of your email. For example, you may write an email titled “Top 10 Tips To Get FREE Shipping On All Products”. Then in the body of the email you may write “And here are the Top 10 Tips To Get FREE Shipping On All Products” or “And here are the Top 5 Tips To Get FREE Shipping On All Products”.
* Ensure that your email content is short and concise.
There is a huge importance on not writing long content because it takes up valuable real estate in the body of your email. I have never seen anyone recommend that people write long emails. However, they do recommend that you be concise.
And here is where the importance of using email marketing to drive sales arises. People respond to emails when they perceive that the content is brief and succinct.
There are many ways to ensure that your email marketing message is relevant. But at the end of the day you must remember that you can not use too many strategies.
Note: You must ensure that you don’t fall into the trap of using too many strategies in your email marketing. The key to success is to utilize email marketing to drive sales. And in order to drive sales, you must use effective email marketing strategies.