As a contractor, you may have a steady stream of website visitors and some face-to-face contact with potential customers, but most are in need of a contractor in their daily lives. This is where email marketing comes in. Email marketing is your way to develop a personal connection with clients to gain their trust. So when they do need your services, they know who to call.
Whether you’re new or experienced in email marketing, here are some basic rules to keep in mind before sending your next campaign.
- Write a good subject line. Most inboxes are inundated with uninteresting emails, so it’s important to stand out from the crowd. Think of your subject like a headline. It should tell readers exactly what they will learn by opening the email. Specificity always wins!
- Make readers excited to open the email. Include useful information that benefits and inspires readers to action. Be personable. Selling your services is okay, but keep the overall tone on a friendly level. Be a human; not a self-promoting SPAM-bot.
- Don’t think of your recipients as a list. Treat your email as if you were writing to one person. This is a chance to get your subscribers to know and trust you. Choose quality content that is relevant to your niche and delivered in a distinctive, personal voice. The goal is that your valuable information will inspire your subscribers to share with others, spurring referrals and word of mouth.
- Edit, edit, edit. Before you send your email make sure there are no mistakes. This may not be your website or your blog, but grammar and style are still important. Remember, once your email reaches an inbox, you can’t update it. Also, test your email on various email clients. This will reveal whether the email might get caught in spam filters or display incorrectly.
- Follow the rules. Sometimes the major battle with email marketing is simple making it into subscribers’ inboxes. To avoid SPAM filters, choose the words in your subject line carefully. There are many words that can trigger the SPAM filter such as free, win, satisfaction, and guarantee. Also remember that you are only allowed to send bulk email to those who specifically signed up for your mailing list. Be sure to include an unsubscribe link in every email.