You’ve got the business. You’ve got one or more great products. Now you’ve finally acquired the customers that you’ve always wanted. Everything is going great and you couldn’t be happier. Unfortunately, this isn’t the end of your goal. Running a business is an ongoing process, and you constantly have to communicate with your customers to maintain a positive relationship. How else are you going to make sure that they stay loyal and don’t run off to your competitors the first chance they get? In any case, one of the best ways to do this is with email marketing campaigns. But just like everything else, this project isn’t as simple as it sounds.
We’re Talking about Spam
One of the most annoying obstacles you may come across while developing an email marketing campaign is avoiding the spam folder. If you have an email address, you know that spam is equivalent to junk mail in your mail box at home. No one wants it, and they want to get rid of it as soon as possible. When you’re running an email marketing campaign, however, there’s the chance that your B2B and B2C emails could end up in someone’s spam folder – meaning that your hard work and important message will most likely never reach the intended recipient.
Avoid Spam Triggers
So how do you avoid having your message end up in someone’s spam folder? One way is to watch your spam filters. You want to catch the attention of the recipient with a subject line that will make them want to open your email message. Hence, it’s easy to fall into the trap of including words that could be considered “spam triggers,” an example of which is the word “free.” Sure, if someone sees the opportunity to get something for nothing, you would think that this would ensure a click-through. However, the word “free” is a red flag for spam filters. Check out other spam triggers by reading the ultimate list by HubSpot Blog.
Get the right contact info
Another way to ensure email marketing success is to develop a solid list of email addresses from your customers. How do you get your customers to opt-in for an e-newsletter? It all depends on the type of business. Restaurants commonly ask customers to fill out a form for “special offers” and the like, while a fitness center may ask for your email when you sign up for a gym membership. Another way to obtain your customers’ email addresses is to pay attention to your other marketing channels, such as a company blog and other social media platforms. This way, you reach them where they spend a majority of their time, allowing for another opportunity to communicate.
Running a business is no easy feat, and maintaining a healthy relationship with your customers is half the battle. For more information on how to deal with the spam stigma, check out this article by Business2Community.