We've all gotten countless promotional emails from companies that seem to be promoting everything under the sun. In today's information-laden age, companies that deliver focused messages rather than generalized or overly complicated messages have a distinct advantage over companies that make what should be simple messages far too complex.
How can you keep yourself from muddying up your email marketing campaigns? Below are 10 tips for creating an email marketing campaign that is clean and concise, that will ensure you deliver a choherent, easily understandable message, and that will resignate with prospects.
- Promote a limited number of products or services.
- Promote products and services that work together, rather than disparate products and services.
- Brag about your organization, its awards, accomplishments and important partnerships, but always do it with the benefits prospects should expect to receive in mind. Prospects will be more impressed by how your accolades will serve them than by your actual accolades.
- Include links to deliverables or landing pages that make sense and complement your campaign rather than throw out a bunch of links to collateral and Web pages that could dilute or confuse your campaign’s message.
- Don’t be afraid to use the same images in multi-e-mail campaigns. You don’t necessarily have to create new images for each of the individual e-mails in a campaign. In fact, using the same images repeatedly can help to build brand awareness and increase the recognition of your solutions.
- Rule of thumb: Don’t write about what you do internally--the minutae of your processes; instead, write about what you do for your customers and the results that follow.
- Include customer testimonials that relate directly to the products or services being promoted in your campaign rather than testimonials that merely express a general satisfaction with your company.
- Don’t give away the whole store in every e-mail. When you explain how you do the things you do in too much detail, you run the risk of telling prospects how they can do what you do themselves instead giving them reasons to turn to you for your expertise.
- Address pain points more often than you make suggestions. Prospects don’t want to hear that they may want this or that; they want to know how you’re going to assess their situations, solve their problems and put to rest the issues that keep them awake at night.
- Providing links to case studies, white papers and other collateral within your e-mail marketing campaign? Keep those case studies and white papers that you may not necessarily want your competitors to see as exclusive as possible by using PDFs and obscure URLs that are virtually unsearchable by search engines.