The Marketing Minute

A cost effective and powerful marketing tool

Posted: 04 May 2009 09:21 PM PDT

Marketing your company during good times is hard enough. But marketing your company while trying to manage expenses can really be tough. So what’s a marketer with one hand tied behind their back to do?

One powerful and cost-effective strategy that generates consistent results is strategic email marketing. When done right, it can generate huge ROI percentages within a reasonable budget.

The following are just some of the strategies to keep in mind when developing email campaigns:

Get to the point—You only have 2–3 seconds to catch their attention. Always provide relevant information that your target wants and avoid the “fluff.”
Keep it short—No more than 15–20 percent of the copy you would include in a traditional printed direct mail letter.
Be conversational—Your email should be an extension of your brand. If your brand is formal, write in a formal style. If your brand is casual, make it casual.
Use bullets and lists—Emails are unique in that the reader wants the info fast. Instead of long sentences, try bullets or lists to convey your points. This is a vehicle of “sound bytes.”
Choose your topics carefully—Always make the information timely and culturally relevant to your target.
Use proven layout strategies—Typically, email readers like to scan first and then go back and read. So make sure that you break up your copy with bullet points, illustrations, photos, or graphs. And make sure to have plenty of “white” space.
It’s not about you—Be sure to spend less time selling your products/services and more time providing useful information to your readers. The more useful your information, the more response you will generate.

If you haven’t done so already, consider adding a strategic email campaign to your arsenal of marketing weapons. It can be a very powerful and cost-efficient strategy that generates impressive returns.

Thanks to my friends at Gumas Advertising for these tips!

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