Any given online business will not be taken seriously if it does not have an email newsletter or an email marketing campaign of some sort. The difference between an entrepreneur who is serious about his or her work and what people call a “wantrepreneur” who is not serious about his or her work is based on two things: whether they have a solid email marketing campaign and how good the content in the emails in their campaign are.
Anybody who wants to start an online business absolutely needs to spend the time (or even the money) to create a solid email campaign to where followers of the business can not only see what new things you need to offer, but can also gain value from the content in your email.
When it comes to content in your email campaigns, there are a few things that you can do to make sure your email subscribers actually read the emails you send them instead of just ignoring it.
A Few “don’ts” of Email Marketing Campaigns
There are a few mistakes that entrepreneurs make when it comes to their email campaigns. The biggest mistake they make is that their emails do not look too well crafted. Oftentimes, marketing emails or email newsletters look like a massive wall of text that, while it might have some good information, might come across as boring. Learning some basic copywriting skills is a solution to this, and that will be covered later on.
Another mistake that is made has to do with advertising. Yes, an email marketing campaign should advertise the product, service, or piece of information you are selling, but advertising these things shouldn’t be the only part of the campaign. But many online business owners do not understand this, and will fill their marketing emails with plugs for the things that they are selling.
What Your Email Marketing Campaigns Should be Doing
Email marketing campaigns can be very, very effective when it comes to transitioning buyers into committed customers, but it has to be executed properly. The emails in your campaign should contain links to your brochure and sales pages, but they should also contain good information that your subscribers can use. Here are a few suggestions when it comes to something like this.
Solve a Problem
We live in an age where virtually any problem can be solved by finding a solution online. And think about it; the reason you even created an online business is to solve problems. You wanted to solve the problem you had of working at a job the rest of your life by starting an online business, and the whole point of owning a business is to solve other people’s problems without having them spend too much money or time looking for solutions.
The emails in your marketing campaign should do exactly that. The materials of your emails should aim to provide solutions to whatever problems your target market has, but should also function as a teaser of sorts for whatever you are selling.
Offer Things for Free or Create Promotions
We also live in an age where we are becoming more and more money conscious, where we want to save as much money as possible on certain things. Offering certain things for free, or creating promotions for the things you are selling online can give your email subscribers an incentive to go from subscriber to buyer.
Treat the Writing Style in Your Email Campaigns like Sales Writing/Copywriting
There is a reason why copywriting is becoming a popular skill to learn. People are getting sick of getting emails that resemble a wall of text, where the email reads like a writing assignment that a kid in junior high school has written hours before it is due. Some of these emails are all in one paragraph. They do not look appealing in the slightest.
Your marketing emails could have fantastic information in them, but they could just be boring to read.
Copywriting can solve that. There are dozens of hundreds of free resources on copywriting out there. If you are even remotely interested in taking your online business seriously, you should learn at least the basics of copywriting.
Punchout Catalogs Can Take Email Marketing to a New Level
It’s obvious that your email campaign should contain not only your sales pages, but also a direct link to your cart systems or any other kind of e-commerce site that you use to process sales. One lesser known thing that you can make your e-commerce site seen by even more potential buyers and customers. If the supplier for the product you are selling is connected to a punchout catalog, it will take email marketing to greater levels.
Another thing that punchout catalogs will do in your marketing emails is organize all of the products you are selling into one catalog. In some cases, this can reduce the need to create multiple sales pages and make your cart system a little more organized.