In this article, you'll learn...
- Why you shouldn't give up on email marketing
- Five ways to effectively use email
If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?
What about that house you bought two years ago? Lots of work, right? But if you've put time and care into it, you are likely proud to show it off when friends and family come over in the summer to eat hot dogs and burgers.
Then why do you not put in this same time and effort into your email marketing?
It amazes me that some companies drop email marketing because it doesn't yield results or because it's too time consuming or expensive. Yet, they'll waste time and money on print ads... and wonder why their sales are stagnant.
It's pretty simple: Your email marketing is insufferable because you don't care about it.
If you do care, you'd do the following five things.
1. Use a real ESP (email services provider). If you're still sending emails from Outlook, give up. That is the equivalent of using dial-up for your Internet connection—and you'll deal with all manner of deliverability issues, lack of metrics, and blacklisting problems. Yes, you'll have to pay for a real ESP—but it's worth it.
2. Build a real template using a knowledgeable HTML pro. Generic templates often look like generic templates, so why are you using them? Your business is unique, so why squeeze yourself inside someone else's creative box?