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Email marketing: Are you missing out?

Katie Stocking is the owner of Happy Medium LLC.

Did you know that for every $1 spent on e-mail marketing, the average return on investment is $44.25? (Source: Experian). Our clients are always asking us what their expected ROI will be, no matter what type of advertising we’re talking about. Usually, of course, we can only give estimates, and even though this is somewhat the same case – this is a very high ROI for such a small investment. Why, then, aren’t you utilizing e-mail marketing? Or maybe you are, but it doesn’t look like the image you truly want to be presenting for your brand.

Here are some tips of how to get started or improve your current situation: 

1)   It all starts with the top: Make sure you’re using a strong copywriter to put together your e-mails from the subject line, all the way to the bottom. If you’re subject line isn’t catchy, you’re strongly reducing the chance of people opening the e-mail you just paid to send.

2)   Make sure the e-mail looks as professional as you are:  You’re working everyday to make sure the job you do or your company is the best it can be, right? So make sure you’re not sending out something that reflects anything less. If you’re sending out something that is misaligned, not really the same colors as your logo, or looks like it’s from the 1980s – it probably is not giving people your best impression. It’s so inexpensive to get a nice template designed for you, so spend the money (remember that amazing ROI?!) to do it right.

3)   Database building is key:  Usually when we start working with clients on e-mail marketing they ask about purchasing lists. (Similar to what you would do for direct mail). Unfortunately for advertisers (fortunately for consumers) e-mail databases aren’t truly for sale. You normally have to send your e-mails to a 3rd party to send it out for you and therefore lose a lot of the control. Really though, wouldn’t you want to personally be reaching people who have shown interest in your business? Just make sure you come up with a process to constantly be building your database. If you host an event, have a sign-up. If you start working with a new client, make sure to add them so they stay in the loop, etc!

4)   Get creative: Last Thursday I went to Legally Blonde at the Des Moines Community Playhouse (which was awesome by the way!). Then, Friday morning I received an e-mail from them asking if I enjoyed the show and asking that if I did, to please tweet and/or Facebook about it. What a fantastic idea! There is no cheaper way to grow ticket sales than with free testimonials, I suspect. Their e-mail was personalized to me, they wanted to make sure I had a good experience, and then reminded me to take a few seconds to tell my friends.

If you’re still not convinced, check out “25 Mind Blowing Facts about E-mail Marketing".

Where does your e-mail marketing stand? E-mail me at katie@itsahappymedium.com!  And sign up for the Happy Medium e-mails. (See what I did there? You can do it too!)

--Katie 

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