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Does Email Annoy Your Customers?
By Stuart Ayling, Solutions Found
Lately we were having a conversation with a major financial institution. It seems the entire financial services industry – especially banks – is consumed with the issue of phishing. And this has scared them away from using email as a promotional tool.
(Note: ‘phishing’ is the term that has been coined for when spam emails are used to try and trick people into giving out their passwords, usually through linking to a fake website).
Other businesses also think that if they send email, they will be annoying their customers.
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Customers already get too much email.
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They wont want to hear from us.
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They’ll think we’re being too
‘salesy’.
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What if they report us as
spam?
We don't want to be
annoying.
Is that what you think? Do you shy away from using email as a business-building tool because you think you might be annoying your customers?
Think again!
Do you realise…
Fact is, people do want to hear from you. But they want your messages to be polite, relevant and timely.
In the ‘old’ days, before the Internet, businesses sent tons of mail by post to promote their products and services. Brochures, letters, catalogues were all sent via postal mail. There was no alternative.
Even then, there were worries about junk mail and overflowing letterboxes.
But now in the 21st century, marketing communications has evolved. And so too have customer expectations. They don’t want to wait for the annual catalogue any more. They want to know what’s available NOW.
So how do you create an email marketing program that is polite, relevant and timely?
Polite
Make sure you have permission to send email to your customers. You can obtain permission through normal business/sales transactions, competitions, or via your website. Also make sure customers can easily leave your email list if they want to. This doesn’t mean they stop being a customer. They just want to stop receiving emails.
Also, the tone of your emails should be suitable, so you make a strong connection with your audience. For example a pet shop would have a casual friendly tone of voice. Whereas a professional services firm would probably use a slightly more formal tone, as the subject matter may be more serious.
Relevant
Wherever possible segment your database so you can identify areas of interest for your customers. This could be different product categories, servicing schedules, or re-purchase opportunities. This information can easily be captured when customer details are obtained, either in person, in store, or on your website.
It may also be important to record your customers geographic
location in the database. There's no point sending them messages for
an event in Sydney if they are located in Melbourne or Brisbane.
Timely
You really need a schedule of email marketing campaigns so you know when you should be sending each message. The timing of promotional emails could coincide with seasonal factors (such as winter, or holidays), or special events (Mothers Day, Christmas), or local events that are happening in your area (show days, carnivals).
By sending email messages and offers that are targeted towards your customers interests, and that are seen as polite, timely and relevant you will increase response rates and sales.
Best Practices
If you’re still wondering if your business or franchise should be using email as a promotional tool, rest assured there are best practices you can rely on to keep your communications professional and within the law.
Email best practices have been developed based on the historical development of the email marketing industry, as well as catering for various legal requirements. You, your management team, and your franchisees or store managers can relax knowing that you are doing the right thing.
Email best practices include:
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Permission-based email marketing.
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A recognisable From address and name.
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A compelling subject line.
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Some personalisation.
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Relevant content and offers.
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Using images that display correctly.
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Including an easy opt-out process.
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Fast reply to any response to emails sent.
Strategy is the Key
to Success
Email marketing is an established marketing communications tool. However the email industry is still relatively new and many aspects are still evolving.
It can be hard for a business to stay up to date.
Used incorrectly, email can be an off-the-cuff, shoot-from-the-hip
activity that is difficult to track and potentially damaging to your
brand and business.
Strategy and planning is the key. A properly planned and managed
email marketing strategy can generate significant returns - in
sales, customer retention, and satisfaction.
Sometimes it may be helpful for you to get professional
advice, or outsource your email
marketing, to ensure you are getting the best results.
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