Email marketing is not the most novel or glamorous form of online marketing, but it’s stood the test of time and it can still pay significant dividends today. Using safelists in your email marketing efforts is a vital part of getting the most out of them. A safelist is simply a list of email addresses on which every subscriber has opted in to receiving your messages. This separates them from unsolicited emails, i.e. spam.
How To Get Results From Your Safelist
One of the reasons that email marketing is currently less popular than other forms of online promotion is that a lot of marketers (both professionals and amateurs) have experienced poor results with it in the past. The majority of email campaigns that fail to deliver typically have their own issues that hold them back; it’s not the fault of the process itself. Here are some good suggestions for making your own campaign an effective one:
1) Use The Soft Sell
Communicating with the potential customers on your safelist rarely results in instant sales. If that’s what you’re expecting, you may find other online marketing strategies more effective. Sending messages to your safelist is an excellent opportunity to take a longer view and engage in “soft selling.” Be informational and intriguing. You want to engage your customers, pique their interest, and foster brand awareness. This lays the foundations for fruitful long-term relationships.
2) Work Hard On Your Subject Lines
A marketing email that gets deleted unopened is a waste of time. Your best weapon for preventing this is an attention-grabbing subject. Don’t be deceptive, but do everything in your power to compel your audience to open up your messages and read more.
3) Use Value Propositions
Never forget the golden rule of marketing: You must present your products and services as useful solutions to your customers’ problems. Feel free to use emotional or informational appeals, but remember to always tie your messages back to how the customer benefits from doing business with you.
4) Keep Links To A Minimum
A single email message really shouldn’t use more than one or two links. Throwing in hordes of links turns off readers, complicates your sales funnel, and can even trigger some email clients’ spam filters.
Building A Better Safelist
Another potential reason that detractors have trouble getting results out of email marketing is that they don’t spend enough time enhancing the value of their safelists. You shouldn’t just be looking for random warm bodies who have opted in to your campaign; you’re looking for the individuals who are most likely to become customers.
You can start making your safelist more effective by giving a little thought to exactly how you collect email addresses. Are you actually verifying that the people who sign up have an interest in your product? You may even want to break your list down into sub-categories so you can send different messages to different audiences.
You also need to take some care with scheduling your marketing messages. Burying a recipient’s inbox under daily emails is a good way to convince them to unsubscribe instead of to buy. Setting your contact frequency at monthly or longer may not be enough to sustain brand awareness and keep up with your latest developments. Strike a balance that informs your list without pestering them.
Make each email count by composing it as a comprehensive and substantial communication. Don’t ramble; you do need to stay on focus and concentrate on your call to action. Remember that even getting your email opened represents a victory; capitalize on it by delivering the best content you can.
Safelists can deliver a lot of marketing value once you’ve learned to use them effective. They’re an excellent tool for encouraging repeat business, courting long-term customers, and keeping your customer base informed about your latest offers.