Ever got an unsolicited message asking you whether you want a specific part of your anatomy to increase in size? Preferably, 10 inches?
Some may call this email marketing but to legitimate email marketers, this is nothing but a waste of marketing effort. Email marketing is one of the most powerful ways to approach and sell to your target market in the Philippines – but only if done right.
The Potential of Email Marketing
- Practically every Filipino online has at least one email address.
- Email marketing offers a high average of return for every investment.
- Clients receiving promotional emails actually spend more when shopping.
- Revenue for every email sent has been growing since the year 2011.
- The open rates for promotional emails have been increasing as well, which means that more and more people are bothering to click on new messages.
Good versus Bad Email Marketing
The numbers clearly show that email marketing is a highly powerful tool – but it’s also a vulnerable one. Positioned incorrectly, you will find yourself losing customers instead of actually getting them.
Good email marketing often has the benefit of:
- Better sales
- Better rapport with clients
- Improving branding
On the other hand, bad email marketing can get you:
- In the blacklist
- Bad reputation
The 15 Do’s and Don’ts of Email Marketing
After explaining the effects of good versus bad email marketing, the next question is – what makes the attempt good or bad? There are actually several factors to be considered when creating a good email marketing strategy. Here’s my cheat sheet below.
- Do craft your email message properly. Yahoo and Google have effective A.I.’s that effectively filters out SPAM. Their programs also identifies specific keywords and calculates the likelihood of the message being unsolicited. If this is the case, it will be directed to the SPAM folder and into a wormhole somewhere in Narnia – never to be seen again.
- Do create an engaging title that gets your readers interested. It should clearly state the benefit for them should they open the email. Studies show that one of the top reasons why Filipinos click on a message is because the title had them intrigued.
- Do take a litmus test. This is an online checker that lets you find out if your email format looks good when read by the recipient. This is especially true if there are multiple email platforms such as Gmail or Yahoo. If your readers can comprehend anything – what would be the point of your promotion?
- Do segregate your marketing campaign. If you’re sending to different types of markets, create different messages to fit the demographic. A generic one would not trigger a need, therefore making your message essentially useless.
- Do comply with CAN-SPAM. This is a law passed in Congress that requires commercial emails to have an Unsubscribe option as well as sender’s physical address.
- Do obtain your email list through proper lead generation. Use landing pages, leads and even the social media to obtain your target market’s email address. The goal here is for them to be AWARE that they voluntarily subscribed to get the messages. This gives them that extra push to actually click on the link and read what you’ve written.
- Do use an automated system that verifies email addresses. For example, you just signed up for Twitter and put in your email address to open an account. Twitter instantly sends you a message to welcome you in the community and confirm registration. This might seem like an extra step but this actually strengthens the conviction of users to sign up for the service.
- Do be patient. A single email doesn’t automatically translate to a sale. You need to nurture these leads, establish a rapport and provide them with information they can actually use. The sale can be subtly included as you promote new products and update them about developments.
- Do make use of social media. For example, you can end your email with a link to your Facebook or Twitter page. This helps you forge more connections with the client. Since Social Media is a big thing now in the Philippines, this is also another way to market to them without being too obvious.
- Do use social proofs. These are basically quotes from other people vouching for your product. A good example would be quotes of tweets from people about how your product served their need. Try using 3 to 5 of these social proofs to gain attention.
- Do encourage sharing. At the end of your emails, try asking your readers to share or forward the message. Prior to doing this though, make sure that you send them something actually worth sharing.
- Do make it more personal. There are currently programs that let you address your readers using their first name. That’s a great way to become more ingrained with your recipients and create better rapport with them. Studies show that this approach actually gets more responses.
13. Do not send unsolicited emails to your target market. Buying an email list may be the easiest way, but it’s also non-profitable. How would you know that the list is comprised of the people you want to sell to?
14. Do not send emails every day. This only irritates the recipients and is actually the quickest way for them to unsubscribe. Instead, time your newsletters perfectly – perhaps once a week. Studies show that emails sent on a weekend are usually the ones that get the best responses.
15. Do not send content that is different from what you promised in the opt-in list. This seems like a no-brainer but unfortunately, many still do it.
Paul’s Last Words about Email Marketing:
To wrap it up – email marketing is NOT dead. It’s as alive as it once was and still operates on the same core values. The main thing you have to remember is that email marketing should be APPROVED BY THE RECIPIENT. If your recipient did not opt-in voluntarily, you are wasting your time and creating a bad reputation for your company – especially if you’re doing it in the Philippines.
Email addresses are actually an individual’s personal “real estate” online and communicating with them through the address is as close as you can get. Make good use of it and you hit the jackpot.