Using E-mail Marketing to Build Relationships

We’ve been discussing e-mail marketing and how to get your physical campaign started, but we haven’t really taken a close look at why you need to establish an effective strategy. Simply put, e-mail allows business owners to build strong relationships with those who are interested in their niche. These relationships will keep you at the top of a prospective client’s list of people to contact when he does finally decide he needs a product or service like yours.

First of all, in order to build a relationship your reader will need to know who you are. This aspect includes everything from the way your name appears in the “from” box to the way you identify yourself within the e-mail. Always use a simple name, such as the name of your company in the “from” box, but use your real name (or an alias that looks like a real name) within the context of your e-mail.

You’ll also want to make sure the relationships you are building are real. The best way to do this is to have your subscribers opt-in with either a double opt-in form or duplicate e-mail box. A double opt-in form will require your subscriber to type his e-mail address into a box, which will then prompt an e-mail with a link that must be clicked in order to confirm the subscription. A duplicate e-mail box will force your subscriber to type his e-mail address two times, ensuring that he isn’t typing it by accident because he thinks he is on another form. Both methods weed out accidental subscriptions, enabling you to focus on those who are truly interested in what you have to offer.

Respecting your subscribers is important as well. Your readers will trust you if you promise not to sell or give away their e-mail addresses – and then actually refrain from doing so. Avoid overwhelming your readers as well. Stick to whatever e-mail frequency you originally promised and your subscribers will keep reading.

Let your readers know who you are. Just because your newsletter is educational in nature does not mean you have to hide what you do for a living. Include a brief biography about yourself at the bottom of each message with a link to one or two websites you’d like them to visit. The more they trust you, the more likely they are to click-through. Eventually, this method will help you build trusting business relationships and expand your client base.

Like I said before, e-mail marketing is hard work, but it’s incredibly effective. You’ll be astounded at how simple the process can really be. Once you get used to your e-mail software program and establish a regular sending frequency, the subscribers will start rolling in.

Have a hot e-mail marketing tip you’d like to share? Sound off in the comments – we’d love to hear what you have to say.

Happy Marketing!

Sean

Sean McPheat – Sales Guru & Marketing Expert