Email marketing is another successful tool to get the word out about your business, but it has its financial pitfalls if you are not careful to target the right prospects. It can be expensive on both the front and back ends. If done properly, its historic return is around $40 per dollar spent. Email marketing can be a major drain to your budget if not done properly. It is absolutely necessary to acquire a lot of refined prospects first. This has a cost, but if the list is clean and created to your specifications, it can pay off well.
Once you have a refined list of prospects, make sure your written message has something that makes the recipient open the email. Offer a coupon that gives a free service or some kind of discount. Imagine yourself on the receiving end of the email. What do you look for when deciding between opening and discarding an email? If you target prospects with substance over sensationalism, there is a better chance for the email to generate a return.
Remember the short attention span your reader has. Your message must be clear, concise, and impactful in order to entice the recipient to open it. Look at it as a game. You score a point every time a prospect opens your email. Whatever platform you use to do your mailing will provide these statistics. The larger that number is, the more successful your message is. If a campaign has a small open rate, it is a sign that you need to refine your message as it is not conveying what you want to say properly.
-Eric Priceman, Victory