Is Authentic Email Marketing one of the most effective marketing strategies for service professionals? Yes, authentic email marketing is one of the greatest ways to create awareness, develop relationships, and cultivate trust with clients, but only when you learn to do it right!
Here is a list of 5 common E-mail Marketing mistakes and how service professionals can avoid them.
1. Sending E-mail with no permission
No one likes spam. Clients don’t like receiving unwanted email with irrelevant information. They receive so many emails every day and they don’t want to hear from people they don’t know, nor receive information they don’t need. Authentic email marketing is about connecting with people that want to hear from you, and sending them information that they want and need. In other words, they give you permission to email them since they consider your information valuable and relevant to what they are interested in.
2. Lack of planning
Planning is essential for marketing successfully. It is important to know what you want to accomplish and what your goals for email marketing are. Without proper planning you are just aimlessly sending information to your clients and you will not gain the results that you want. Also, it is impossible to measure your progress when you don’t know where you are headed!
3. Not understanding your clients’ wants and needs
Some professionals send email based on what they have created or want to share with their list. However, the most important part of an Authentic Email Marketing system is your clients and accurately understanding and delivering to their needs. Your clients will react by deleting your email if you send unrelated and unimportant information and soon they will unsubscribe if you continue sending irrelevant information. Therefore, you must always customize your content and make sure it fits the needs of your audience.
4. Ineffective subject lines
Clients receive so many emails; therefore, the subject line plays the most important role in getting their attention. Clients browse their email inbox every day and open only the ones that they believe are important. They may save a few for later, which later never comes, and delete the rest. Imagine that there is a gatekeeper, and what helps you pass the gatekeeper is your relationship with them and what you have put on your subject line. A great email with a boring subject line will not pass the gatekeeper and may find itself in the “deleted” box; however, an effective subject line get your email opened regardless of its content.
5. E-mailing irrelevant information
Most clients are interested in information that will help them with their problems. They may find your information useful, but they will not act on it when it falls into the category of “good to know” instead of “need to know”. Finally, they will not act on it unless it provides information or solutions to their most important need. Therefore, you must know what your clients want and need and stay in tune with changes in their life and business. This is the only way that you can deliver relevant information; otherwise, you are wasting your time.
Authentic email marketing is an important part of marketing for all service professionals and it cannot be ignored. However, it must be done right to get the best results! Service professionals can improve their results, increase their response rate, and attract more clients by avoiding these mistakes. Of course, these are just a few of the mistakes that coaches, consultants, and other service professionals make and there are many more to learn about.