Your email marketing offer may be the first real interaction that you have with the members of your email list. First impressions definitely make a difference, so you want to be sure to put your best foot forward as soon as you make contact. You have probably heard the saying, “you never get a second chance to make a first impression.” Well, this also applies to internet marketing and to email marketing list campaigns. If the recipient does not like what they see, and you don’t take the steps to connect with them, you may have lost that email lead forever. You want your brand to be presented in a very positive light, and you want it to be memorable.
Only a small percentage of the members of your email marketing list are going to be prepared to buy on the first contact with your company. So the key is to begin to develop a relationship so that as you continue to contact them, you can eventually be the one they turn to when they are ready to make a purchase. Multiple exposures are important, but, there is definitely a fine line between repeated exposure and flooding the inbox.
Developing an autoresponder that helps you with managing the ongoing contact is helpful. The best autoresponders are able to take into consideration how many people, and which people, respond to your initial email offers. When someone opens an email from you and clicks through and makes a purchase, the autoresponder message that they receive should be a sincere thank you, and perhaps an additional offer or incentive for future purchases.
The autoresponder message sent to the members of your email marketing list who open and click through and do not purchase may include a further discount, or another incentive, or a reminder that you still have an offer that they might be interested in. They may turn into a member of the previous category as a result!
The autoresponder for those people who do not open may also include an additional incentive, but this time you may want to consider a different headline, or another angle for your offer to try and get more interest.
Develop a strategy for interacting with the different members of your email address database, so that you can build relationships and get the most out of your email marketing list campaign.