I surveyed my email subscribers who are interested in but haven’t yet started an email campaign and asked them what's holding them back. Many said they’re afraid it will take too much time. If you are thinking the same thing, then you have 3 choices: do nothing, hire someone to do it for you, or learn ways to prepare your email marketing in a reasonable amount of time and maybe even have some fun doing it.
- If you do nothing, you will be missing out on one of the most cost effective ways to grow your business; the return on investment can rather substantial. In 2012 the average ROI for email marketing was $28.50 per dollar spent compared to $7.00 for direct mail and $1.00 for telemarketing.
- If you truly do not have the time or the desire to create your own email promotions, then hiring an email marketer can save you the time it would take for you to do it yourself and you can benefit from a professional’s expertise focused on your particular business.
- If you are willing to put in a little time, even 20 minutes a day for a few days or perhaps a week or two, below are some time-saving tips:
Plan ahead. Planning an email marketing calendar with topics and a few outlined notes ahead of time will save you time and effort. When you’re in the planning mode ideas will flow and grow upon each other and it will take you less time than if you sat down each month and tried to think of what you would like to focus on in that issue. That being said, you also need to be flexible. A plan is a tremendous time saver, but if something noteworthy comes up (in the news, in your business, in your customer’s lives), be willing to follow a different or perhaps timely topic.
Use a bulk email service. A good bulk email service will make your life easier by eliminating the frustrations that arise from trying to use consumer email services such as Hotmail, Yahoo, Gmail, etc. Bulk email services are also template based; customizing a pre-designed template with your logo and your choice of layout, colors and typeface, will elevate the professional appearance of your email communications (and your business in general). Having a template that you use over and over conveys consistency which is another sign of professionalism. Being seen as highly professional helps your readers trust you, and trust encourages business.
Email promotions sent through bulk email services have many more benefits, two of which are: getting into the Inboxes more often rather than Spam folders and the links in your emails are tracked so you can see how many (and who) opened the emails and which links they clicked on, giving you a valuable professional edge. Seeing how many people clicked on each link gives you insight to your business, learning what is of most interest to your readers. This can help guide you in making your email promotions more and more successful. Knowing who clicked on your links can provide you with a qualified prospect list. This is the bulk email service I use and highly recommend.
Realize your email promotions do not have to be long (nor should they be) and you don’t have to create the content from scratch. In my upcoming articles I’ll outline many easy and free ways to formulate, find, or curate the content for your email marketing. To be notified when these articles are posted, use the subscribe link above.
Please feel free to leave a comment below or write me at this address with your questions or to let me know how your email marketing is working. I’d love to hear from you.
Barbara Roman is an award-winning graphic designer and award-winning strategic email marketer with 20+ years' experience and the owner of Roman Art and Marketing. She works with clients at all levels offering training, consulting and coaching services to help businesses across the country achieve the best results possible. As an industry service, Barbara professionally sets up, free of charge, a web-based email marketing system for small businesses and provides a tips sheet to encourage success. Contact her here for yours.
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