The biggest mistake small businesses make when it comes to email marketing, is not sending targeted messages to their customers
The biggest mistake we see from most businesses when it comes to email marketing is that they just send one standard uninvited message to their entire database.
This is a sure fire way to get this and most other messages unceremoniously dumped into their client’s Spam folder.
In order to avoid this, businesses just need to take four very simple and logical actions.
- When customers allow you to use their contact details in your database they’re really putting their business trust in you. Make sure you preserve that trust by giving them information relevant to their needs. Get your sales people to ensure that they keep your clients database information up to date whenever possible.
- Analyse regularly the changing business statistics of your database, and take the time to create a series of simple targeted messages.
- As a double check incorporate a sign-up form on your website with a variety of checkboxes that allows your customers to pick what types of information they would like to receive on a regular basis.
- Email market to them targeted messages based on that information. With all of these targeted messages, just ask yourself: Is it relevant? Is it educational? Informative? Engaging? And then will my customer want to read this? It all comes back to the ‘what’s in it for me?’ value proposition. If you are not giving your customer what they want, they will leave you; it’s as simple as that.












April 2010 - Target Messages

