I happen to love email campaigns.  (And I happen to LOVE the movie “You’ve Got Mail” – but that is a subject for another day!) Don’t get star-struck with all of the new social media out there and neglect this very important tool.

There are very few marketing strategies available today that are as cost effective as a well-thought-out email campaign.  If handled correctly, your strategic email marketing campaign can easily spread your sales initiative to a wide – and highly qualified – audience, while at the same time strengthening the ties to already-loyal customers.

With a little thought and effort, your email marketing efforts can be highly rewarding – generating leads, building loyalty, and communicating effectively with your target market.

By keeping these strategies in mind when you craft your email campaigns, you will see a much greater reward for your efforts.

1. Provide Valuable Content
Want to send emails that not only DON’T end up in the recipient’s trash folder, but are actually looked forward to?  Give your readers something valuable.  Don’t sell to them.  They are in the middle of something when that email arrives in their inbox.  And it can be a huge turn-off when they pull their attention away from a task, only to be assaulted by your sales pitch.  However, if you give them something that they find of value, they will spend the time reading what you have to say.  Keep in mind, your goal is to be a strong benefit to your contact as they interact within their company.

2. Get Them to Take That All-Important Next Step
You’re not in business to simply give away information.  You want your reader to take a next step with you.  You have drawn them in with your great content.  What next?  Make your call-to-action clear, highly visible and “above the fold” (don’t make them scroll down to read your offer).  Don’t leave it to them to contact you for further information.  Give them an easy form to fill out – resisting the urge to ask for more information than necessary – and a clear button to submit.  Keep drawing them to you by offering helpful, interesting and compelling offers that continue the conversation.

3.  Don’t End Up in the Trash/Spam Folder
You might be offering them the information that could save their job or their company.  But if your email gets automatically sent to their spam folder, they may never read it.  Follow a few easy rules in your subject line, and you will be sure to grab their attention – and stay out of that black hole called the Spam Folder.  Never use more than 45-55 characters in your subject line (this is roughly 5-7 words).  Include the offer – this is where you will “hook” them right up front.  Stay away from punctuation, all caps, and words like “free” “act now” and “credit”.  These will easily trigger spam filters.

A successful email strategy can have wonderful benefits.  By packaging what you know into valuable content, you extend an invitation to begin a mutually beneficial relationship with people who want to hear what you have to say, resulting in more leads, more exposure, and ultimately, more sales!