The misinformation circulating among the business community about email's demise as a marketing tool is ridiculous.
Social media killed email... people don't read long emails... if you send too much email, people will unsubscribe and label you a spammer... business-related emails must use an attention-grabbing template with logos and pictures...
Anyone who consistently markets with email knows these "facts" carry as much truth as a Miss Cleo commercial. The reality is email continues to thrive, even as inboxes get more crowded and the competition for attention increases.
1. You must send more emails to avoid getting labeled a spammer. Send emails only once or twice a month and your unsubscribe rates will soar. After all, people aren't expecting information from you, so they're more likely to view your email as an interruption to their day. Also keep in mind, unsubscribe rates are highest in the first couple of days after someone subscribes. So immediately send your newest subscribers valuable information.
2. You must encourage your readers to share your emails. If you provide helpful insight, your emails will get passed around. But you should still remind readers to share. So include a sentence in all your emails that states something like, "Please feel free to share this email with the people in your network" or "Please feel free to share this email with your friends and family."
3. You must add more information to your signature line. You miss a major opportunity for exposure if all you include is your name, phone number or website address in your signature line. Link to an article you wrote, a specific page on your website, a helpful video you recorded, or any other materials that offer valuable information for your readers. One free tool worth checking out WiseStamp, which links your signature to your social media posts.
4. You must get people to agree to receive your emails. Don't barge your way into people's inboxes unannounced -- you'll get treated as an uninvited guest. Make sure anyone you send to has agreed to receive your emails. You can do this by using an email marketing software (such as AWeber, iContact or InfusionSoft) to confirm every opt-in you receive.
5. You must optimize your emails for easy reading on smart phones. As much as 82 percent of people who have smart phones use their devices for reading emails. That's a huge audience that may miss your messages. So check with people in your office to see how your emails show up on their devices. If your emails don't display properly, you need to change your format.