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Top 5 Tips for Successful Email Blasts

Great email blasts are almost an art form. The most effective email campaigns are relevant to your target audience and strike a balance in email frequency that keeps your brand fresh in your customers' minds without overloading them.

Below are the top 5 basic email blast tips that will help keep your online marketing campaign on track.

1. Make Your Messages Count - When creating the content for your email blast, make sure your messages contain information your target audience will care about. It's normal for brand managers to get excited about every aspect of their product, but an email blast needs to convey information that is exciting for your readers. Email blasts need to contain well-written information and calls to action that your audience will respond to.
2. Know Your Target Audience - Who you are sending your email blasts to versus who you are marketing to might not always coincide. Any successful marketing campaign begins by identifying your target audience including gender, age and location demographics. If your company markets to more than one group, your email blasts should reflect that. The one-blast-for-all-readers perspective doesn't really work. Creating targeted emails for your core groups will help you get the most impact out of each message.
3. Email Blast Frequency - Are you bombarding your customers' inboxes twenty times a month or just once a quarter? Both are probably not the best way to go about email blasts. If you are clogging up your clients' email with a dozen or more messages every month they will most likely stop reading them all together or get annoyed and unsubscribe. On the other hand, sending an email blast once every 2-4 months won't keep your company name fresh in your customers' minds. Keeping Tip #1 in mind (messages with a point), depending on your industry and type of company (retail, service provider, etc), the perfect number of email blasts will vary but generally speaking, 1-3 a month should be sufficient.
4. Opt-in - The best way to turn off your clientele is to send them lots of information they don't want. Always make sure your email blasts are "opt-in", meaning that your customer needs to specifically tell you they want to receive your emails by filling out an email subscription contact form on your website. Many companies employ a box at the end of their website's contact forms that potential and current customers can click to opt-in for email messages.
5. Be Clear About Who You Are - There's a lot of spam out there and you don't want your customers to mistake your email blasts for another "solid gold Rolex" scheme. When sending out mass emails, always make sure your company name and contact information is clearly visible to your readers. This includes an easy to use and very visible link to unsubscribe to the email blasts. You don't want to waste your resources sending emails to people who don't want them. Additionally, your customers will only get more frustrated with your company if you continue sending them information they don't want because they can't tell you they don't want your information. Basically, just give your readers the information they need so they know they can trust your company and decide for themselves whether or not they want to receive your emails.

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