How Email Marketing Comapanies Can Help Manage Your Newsletters
Email marketing is a method to directly market your products to a group of people via email. These emails are sent to prospects and clients whom you have email addresses. The best email marketing company sends newsletters, which can indirectly generate significant amount of money for the business, while also generating good will from the practice.
Email marketing is a method that is useful to build brand loyalty because the customer becomes so invested with the business that they would never think to purchase product or services from your main competitors. One of the strengths of sending newsletters in email marking campaigns is the ability to organize events—something that email marketing experts in Miami constantly do.
For instance, government organizations often have event showcasing new programs or celebrating a local achievement. Recently in Coconut Grove, FL. a new park was built in the heart of the area. On it’s opening, Regatta Park was announced with a celebration. To increase attendance, emails were sent to announce the opening and sought to promote visiting the park for the celebration or in the near future at their own convenience.
This is advantageous because email marketing should have content worthy of being sent. High quality content on a reoccurring basis ensures that your email address isn’t marked as spam — regardless if you are the local government or a private business. Additionally, by promoting an event, it offers an incentive to share the email with friends, increasing the awareness of the event and the company who is behind the high quality content.
PC Magazine offers an excellent consideration when considering sending a newsletter:
Electronic communications have removed two significant costs from this outdated list: printing and mailing. You would think this a good thing, but technology made email almost too easy and inexpensive, and far too quickly for businesses to realize the ramifications of flooding customer inboxes. When things become too quick, easy, and inexpensive, it’s human nature (or at least marketing-manager nature) to abuse the vehicle. Today, many communications are just blatant sales pitches masquerading as newsletters, and have soured much of the customer ecosystem. Many users don’t even open emails nowadays if the subject line purports to be a newsletter.
If you want your newsletters to be valued and read, you need to resist the easy route (and in some cases the cheap route, too). Spend some time and effort creating an editorial calendar and writing “real” stories. This means creating inherently interesting and valuable content for readers that’s not necessary applicable directly to selling your product or service. Sure, you can provide a link for a promotional offer. And yes, you can advertise a new service. But, before you hit send, step back and objectively assess your content: Would someone other than your marketing director or CEO view this content as objectively valuable even if they aren’t interested in buying anything right now?
In short, having a customer’s e-mail offers an opportunity to increase sales but it is important to be conscientious of their view point and not abuse the relationship with below average content. It is imperative to ask: who is my target market and what value will they be receiving from my email?
A good newsletter will be designed in a manner that creates a favorable image for the company. Company colors and zero to no white space are important concepts before sending the email. Content will be arranged in an asthenic nature; as will photos that relate to the information being sent. Consistency in the design for the next newsletter and the one after that is important to ensure.
The best email marketing company will go a step further when sending out newsletters via email campaigns by tracking analytics — such as the open rate and the time spent viewing the content. While analytics don’t sound sexy, they provide a wealth of information that can be utilized and increase the bottom line of your business. This method is preferable to using guess work, especially considering the feasibility of analytic access nowadays.
An advantage of email marketing is that it is an inexpensive marketing vehicle. If a business sends out newsletters to customers, it is advantageous to investigate how the open rates differ from various days of the week to the times in the day they are sent. It is generally known that Internet usage declines in the evening and sees a jump in midmorning.
With that in mind, are your customers more inclined to read about, commit to and share your newsletters in the evening when they’ve finished their responsibilities for the day, but might be a little tired? Or in the morning, when they have the most energy but are preparing their minds for the tasks they must achieve in the day. While each has their own pros and cons, it is important that in the long run, your newsletter analytics are the best gauge as to which sending time is most advantageous.
Cross-channel marketing is important to keep in mind when sending out the emails. For instance, Wednesday afternoon is always a day that is recommended when sending out a newsletter, because Internet usage peaks on that day. Rather than only sending a newsletter via email, the best email marketing company may also populate their social media feeds with these newsletters.
In conclusion, seeking the advice from an email marketing expert in Miami is an effective method to increase revenue while adding little expense. The methods used to contact prospects and past customers are useful for maintaining relationships. However, email marketing shouldn’t be abused, which is a potential downfall for businesses that try their hand at it themselves.
We’re the best email marketing company and we deplore you to find out why. Our representatives can be reached out at (866) 886-0374. Our company is open seven days a week, from 9 a.m. to 10 p.m. To learn more about email marketing, analytics and other efficient services, you can visit our blog by clicking here.
About The Author
Jason Hawkins / http://www.themiamiseocompany.com
Jason Hawkins is the CEO & Co-Founder of The Miami SEO Company. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.
