Email marketing is a great way to build an audience and create long-lasting relationships with them. Yet as with every marketing strategy, at its core, email marketing is about making money. It’s about having an active list of buyers who will pay for what you have.
One of the most confusing parts of email marketing seems to be figuring out what promotions you should send out and when to send them. Too many promotions or promotions that are not targeted to your list can cause your audience to lose interest, unsubscribe or worse, report you as spam. Not enough promotions and they may lose interest and you will lose sales. So how do you know what is best? Let’s take a look.
There are two primary ways to mail a promotion to your list. The first is to have an email that’s primarily informational; perhaps it teaches a method or offers a tip. At the end of the email, you include a promotion for a paid product. This method is the least offensive but may not generate as many sales. The second way is what many consider solo promotions in that the entire email is written to promote the paid product. Typically they include a little more detail about the product, perhaps its benefits or something that makes it valuable. As you can imagine, solo promotions, if sent too often, may offend your audience and in turn will likely be marked as spam.
How Many Promotions
As a general rule, 80-90% of your emails should be informational in nature. They might include a full length article, a short email message or you may want to direct readers to your website for further information. This helpful information is what keeps readers on your list and encourages them to buy when you send out the occasional promotion.
What Type of Promotions
The most effective promotions give people a specific reason why you are offering the promo. For example a “20% off back-to-school special” would be great around July/August. You can reward loyal customers by promoting a “customer loyalty weekend sale”. If your basement flooded and you need to raise a bunch of cash quickly, let them know “My basement flooded & I need cash now – so my loss is your gain”. So give them a specific reason why you are promoting things rather than just discounting your products for no reasons.
Finding balance isn’t hard as long as you keep in mind that the relationship always comes first and the promotions second. You should never jeopardize your customer relationship for the sake of a sale.