Email marketing is a delicate business. Email is an efficient way to stay in touch with potential and existing customers, but you don't want to spam them. Here are some tips to strike the balance.

  1. Don't take yourself too seriously. Boring, dry emails get old fast, and people will almost invariably unsubscribe (except your competitors). Be yourself, be conversational, and feel free to poke fun at yourself every now and then.
  2. Use email automation to cross-sell goods and services. If you've already converted a lead to a customer, then you will have the ability to potentially sell them other items in your portfolio.
  3. Don't be too sales-y, but do have multiple campaigns--those for prospects at each stage of the sales funnel and those for organizations who are already customers at various maturity levels--so the content is fresh and pertinent to them.
  4. Be timely. If it's tax season, for example, tell customers and leads how your product can help them file their return. If it's April, talk about spring cleaning. If they've been a customer for three months, check in to see how they're doing.
  5. Have a call to action. Let's say you sent that email timed to tax season. Have a button with a call to action. A great way achieve this is to coordinate a blog post with a "Read more" button and then a call to action within that post. The longer you can keep a prospect's or customer's attention, the more likely they are to buy your product and stay with you.