Everyone knows email is a powerful way to communicate with current or prospective customers, but there are a lot of questions about when, how often and what to say in those emails correspondences.
For starters, the book is full of information for everyone from first timers to seasoned professionals. It covers all the basics plus some of the more complicated technical requirements.
I asked Jeanniey specifically about email and marketing to women. She had some great insights.
One of the biggest mistakes she sees business owners make is that they get frustrated when they don't see immediate results with the first email. You can't just send out one blast. Email is all about building relationships. This is especially important with women.
Plan your correspondence – start with a welcome email. Send out at least 3 emails in the first 90 days. You've just started a conversation – don't start one then walk away not to continue it.
Don't communicate with her only when you want something from her. If your business is seasonal, communicate in the off season as well. I've found this to be true for myself. The ski resorts and flower companies that send me emails in the off-peak times build up a relationship, so when it does come time to use them, they are top of mind.
Send emails to her at the time she is making her plans. For example, when is she most likely to be making her weekend plans? Thursday? Friday? That's the time when you send out your email about your restaurant or movie theater.
Email Marketing An Hour A Day also has some great advice on how to send the right email during each stage of the buying process.
Another piece of great advice is in how much information you ask when you ask someone to sign up. Don't ask for too much information up front. Get the bare minimum of what you need, then get the rest of the information later through polling and survey questions.
One final thought about the book – the "Subject lines do's and don'ts" are worth the price of the book.
As for a final thought on my conversation with Jeanniey Mullen – rules for good email communication are rules for good relationships.
- Don't start a conversation then walk away – stay in touch, but don't call too often, either.
Ask for permission first – don't automatically opt-her in. (FYI – if someone gives you a business card, that is NOT permission to add them to your email list)
Be brief, but clear. Be as clear as you can be in your subject line about what the email is about, then use the rest of the email to expand.
Don't expect big results right away. Let your relationship grow, especially if she does not know you (is not familiar with your brand).
Your email conversation will have a huge impact on how she feels about your company. 90% of readers will use email to engage in and determine the value of a relationship with a company.
So, utilize the power of email for your company or product, but be sure to read Email Marketing An Hour A Day first. I learned so many valuable do's and don'ts. I think you will, too.