It’s no secret in the marketing world: email marketing is one of the most effective marketing methods and for that if you are on the Costa del Sol you will find the best online marketing in Marbella, and it’s not difficult to understand why. Provided you can get your prospective customer to actually open the email (which is sometimes the hardest bit!), this is the closest you’re probably going to get to direct, personal communication with them.

The thing is that what you say and how you deliver it is of the utmost importance. This is the same with most marketing messages, except that when they hit that ‘unsubscribe’ button, you’ve lost them – it’s the equivalent to a block on social media. The bottom line is that you need to get your delivery just right.

Due to marketers increasingly favouring email marketing, as well as the modern day advertising bombardment across all modalities, people are more turned off than ever by blatant sales pitches; this is especially so if they are not overly interested in a product in the first place.

Be sure people are happy to hear from you

Discerning a person’s level of interest in your products is always a good idea, wherever possible. It’s obviously not possible with a database, but if you’ve just met a lot of people at a networking event and obtained a few business cards, hitting them en masse with the latest sales pitch or company information may not be a prudent marketing move.

It is better to find out at the offset whether these people are happy to hear from you, otherwise you’ll be at best ignored, at worst an irritation; not the greatest starting point. We can draw a parallel here from the phrase ‘quality, not quantity’. Getting your potential clients or customers to agree to contact is key; it has been shown to increase the chances of click through by around sixty percent.

One way to do this is to allow them to ‘opt-in’, which simply means making it necessary for them to confirm a subscription to your mail outs before you send them. This has the added benefit of confirming their contact details are authentic.

Grab attention with intriguing subjects

Your subject header is your frontline; the first – and if you’re not careful – the only thing your customer will read.

You’ll also need to be careful not to mislead customers in an attempt to get them to open the message. You’ll attain nothing but a scowl and an unsubscribe, or if you’re really unlucky, being reported for false advertising. A definite ‘no-no’.

There are tried and tested ways to approach customers via email, and boring them or lying to them are not on that list. These kind of things are best perfecting some other way than trial and error; for example, take some marketing training or enlist the help of an expert.

Target your audience wisely

There is absolutely no point in sending unsolicited blanket emails to a database, and especially not if they have demonstrated no particular interest in your industry’s typical products or services.

A method of getting around this is to divide your database into segments according to factors like gender, age, income, job, location, spending habits and interests. Ensure that your segments are devised with your industry in mind, and of course the specifics of what it is that you are trying to achieve.  If you take the time to do so, you’re likely to increase your engagement and revenue dramatically; here are some interesting figures.

Bombardment is a bad move

Good old spamming, we can refer to it as; after all, however interesting or relevant you think your offerings are, that’s what it is when you’re sending people frequent emails when they haven’t specifically requested it. This is the fastest route to an ‘unsubscribe’, we can assure you.

Daily emails will need to be extremely interesting to keep anyone’s attention in an age where concentration is so fragmented, anyway. The send-out frequency will depend on your industry and other factors, so you’ll need to give consideration to what is appropriate but generally once a fortnight isn’t too annoying and has been shown in increase engagement. But to do well it needs help from the best Marbella online marketing agency to organise everything.

If a customer has signed up for monthly or weekly newsletters but they’re receiving daily sales pitches from you, justifiably, they’ll feel irritated. If you feel that you have something they need to see (for their own ends and not only that of your business) you are better off requesting their permission and allowing them to set their own preference, before upping the ante.

Ensure your customers can unsubscribe easily

For a start, in some countries it’s actually illegal not to offer this option. It is the quickest way to infuriate a customer; you’ll never have an inroad back in if you make it difficult for them to get shot of you the first time. It’s the equivalent of banging on someone’s front door and refusing to leave.

Don’t think that including a tiny, small-print-style unsubscribe option is going to be OK with people. It’s transparent, and almost as irritating. You’re still attempting to prop the door open with your foot, like it or not.

Sign up to some effective email marketing software to ensure you have all these details covered; this way you can manage the whole process much more easily.

Remember your call to action

This is one of the most important factors. Sometimes the customer is going to need a prompt as to what they should do next, once interest in your content has been established.  This can be as simple as a hyperlink or landing page – direct them where they need to go to make the process easier for everyone involved.

Don’t forget to make it obvious too! If your CTA is drowning amidst all your other important points and isn’t clearly defined (think eye-catching graphic and compelling language), then they might well miss it.

We’ve said it before and we’ll say it again. Optimasit are passionate about marketing and we have the level of expertise to make sure you don’t make the mistakes that so many others are making. Let us notch you up a few levels, increase your engagement and profits and get you into your clients’ good books… straight off the bat.