Are you email marketing? I wasn’t until just recently. A month or so ago, I started working with Mmunic, using their MyReach online email distribution package to send email communications – newsletters – to my clients and prospects.
Flattered (flabbergasted!) by the open rate of my first edition, with readers returning repeatedly over successive days to read and review the content, I am now in the throes of writing my January newsletter.
The MyReach solution is pretty easy to follow when putting the newsletter together, but the information you glean from its’ ‘Analyzer’ is really helpful. Paying attention to the three ‘W’s:
– who has opened the email
– when they opened it, and
– which links they followed
… has been a real eye-opener!
In some cases, the level of engagement surprised me; in other cases, it didn’t. However, the information was crucial in determining the road ahead for January.
The benefit of this single email marketing experience, and my new-found knowledge as to which links interested the readers, has signposted the way ahead for January. The result is better geared towards my contacts’ interests.
With one newsletter out there, I asked Mmunic UK Sales Manager, Richard Baker, to give me some tips to help you start your own email communication.
These are Richard’s three golden nuggets:
- Start each newsletter with a feature article. Create new content for your newsletter.You can easily write a short article with about 150-200 words
- Use an email platform to create a template, send and analyse the results. Select the topics to cover, and number the items. Add an index to make it easy for people to see what’s in your newsletter
- Send your email newsletter on a regular schedule. It’s okay to send newsletters out weekly, monthly or occasionally. Follow a consistent format or change it from time to time
Selling your services via the newsletter simply doesn’t wash; newsletters are all about trust. By sharing valuable knowledge and insightful information, you are building up a rapport with your subscribers. It’s okay to mention your products and services – and even your special offers.
The trick is to use your email solution’s analyser to give you the insight into the three ‘W’s: who, when and which. According to Richard, the best marketers develop trust and rapport, deliver content and promote their offers in that priority order.
Email communications are a great way to connect with customers, prospects and industry contacts. By using Richard’s “golden nuggets” when preparing an email newsletter, you are reminding your contacts of you and your products and services, but you are also inspiring trust – which is what it’s all about.
Thanks to Richard Baker from MyReach for sending me his three golden nuggets for this blog post. If you would like to know more email communications packages, I know Richard’s door is always open at email@example.com. I’m here too, if there is anything I can do to help you build up rapport with your contacts through email communications.
Photo of Richard Baker published with Richard’s kind permission
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