Use every means available to communicate!
Dolly, a two-year-old elephant, rehearsing her "song" before the microphone in Madison Square Garden, New York City, 1925. Underwood and Underwood, photographer. Library of Congress.

Recently, I wrote a blog about how email marketing can really improve the impact, efficiency and productivity of media sellers. In this, my second article in this email marketing series, I want to share some terrific email marketing tips from Creative Spot, an ad agency in Columbus, Ohio.

It’s critical that you use every means available not only to reach out to your prospects, but to communicate with current customers as well. Email marketing is one of your most effective tools and can help stimulate new business, build relationships and drive repeat business.

Did you know that repeat customers spend 67% more than new customers? ¹ Building relationships with your current customers and prospects is vital to growing your business and driving revenue. As it relates to new customers, it takes seven touches on average for a sale to occur ². One of the most successful ways to reach prospective clients is with professional email communications that make you look great and saves you precious time and money.

Here are 10 great ways to maximize your email marketing campaigns:

1. Test out different messages to see what generates click-through and open rates.
2. Build an email opt-in form on your home page, about page, checkout process and blog comment section.
3. Set up a survey and use email to ask customers for their feedback.
4. Use email to provide information and deepen customer relationships.
5. Tailor your email marketing messages to specific customers.
6. Make sure your contacts want to receive your messages—remove subscribers who opt out, and follow CAN-SPAM guidelines.
7. Freshen things up with offbeat content.
8. Use real photos.
9. Use simple terms and write clearly.
10. Include a share button in the email so readers can pass along information.

These tips offer you terrific opportunities to get in front of your customers and prospects, amplify your brand, create top-of-mind awareness and super service your accounts. Can you think of any other benefits of email marketing for the media seller?

Sources:

1. Bain and Company

2. Flowtown, 2010

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