Chris Donald of the Inbox Group posted last week at OnlyInfluencers.com with some basic tips on making your online marketing more human. It’s a nice post full of common sense e-mail marketing tips which will not only provide a better experience for your subscribers, but generate more leads and conversions from your e-mail marketing efforts.
Always send from a valid e-mail address, preferably one that is monitored to reply to those who respond whether their message is positive or negative.
E-mail marketing is a two way communication and that means you should be using a reply address which is actively monitored as Chris suggests. Not doing this means you may miss lead opportunities when someone is seeking a little more information or has a problem.
Never use a no-reply address.
Why expect someone to read or act on your e-mail marketing if your e-mails are making it clear you don’t want to hear from them? It’s a completely negative and counterproductive message.
Always deliver what they signed up for and deliver value in your message.
If people subscribed to get landscaping tips, don’t suddenly start sending them info on cheap hotel rates -- offer them tips which actually add some value to their day.
Always respect unsubscribes and make it easy for your subscribers to do so.
Make your unsubscribe link in your e-mails easy to spot and make sure that all it takes is one or two clicks to remove themselves from your list. There’s nothing wrong with trying to win people back on the unsubscribe page, so long as you don’t complicate the process.
Setup a preference center so subscribers can choose the content they want.
Preference centres give more control to your subscribers and that’s always a good thing. You can offer choices ranging from content to frequency and a lot of other things in between.
Segment your list for better targeting of content and offers.
Test and segment your lists. A/B split testing is something everyone should be doing and not enough of us actually do. Testing and then segmenting your lists will mean a much better performing e-mail list and it will provide more relevant content to your subscribers and more possible conversions for you.
Give your messages a voice and make it personal (this doesn't just mean using "Dear Manu", have a voice that people will connect to).
Having a personality behind your e-mail and social media marketing is important. People talk to people and not shoes. This helps make your content and brands more relevant for your subscribers. What is your corporate personality? If you can’t easily answer that question then you might want to take stock of it and see if you need to build one up.
Manage your mailing frequency to your list(s).
If you're going to increase or decrease your frequency, let them know and give them an option to opt-down or up based on their preferences, not yours.
The power of choice should always rest with your subscribers and never be dictated to them by you.
The original post can be found here.
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