The first thing is not to call it an email blast. Email blast is almost like “spam” in the digital world. When you blast your emails, your customers may think of your email as something you just sent out without consideration. Blasting also intimates that you are just blasting out information without taking the time to understand what your audience needs.
Focus on building relationships. Craft a message that is relevant and offers something of value.
Get to know your readers. If you decide to market using emails, you need to take steps to understand who they are and what they are interested in. You want to solve their problems and issues.
Remember that your readers are not cookie cutter. Take the time to figure out how to deliver personalized messages to each category of your customers. Use segmentation.
Email with a purpose. If you are just running an email blast campaign, you forget one of the most important steps in an email marketing campaign. This is setting a goal of bringing new customers to your store, website, and creating awareness. Goals should tell you how to craft your message and what audience would be most interested in hearing your message.
Keep your email marketing campaign valuable. Consumers want more from the businesses they use. There are so many brands competing for attention, and in just about every place consumers visit. Do something different. The consumer will filter out messages that are not relevant to their needs.
Measure your results. If you just send out email blasts to your customers and readers, it is impossible to measure results. If you do not measure results, you won’t know how to improve on your campaigns. Start looking at email reports.
Email reports tell you how many people open your emails, click on your links, and share your content. Reports provide insight into the type of email information your audience likes.
Email marketing the right way is writing a “notes” than a blast. Marketing emails should be pleasant conversation starters among friends. Get permission to talk to a customer, offer interesting content, and receive feedback. Forget blasting, and use conversing.