How to Email Promo Material for Success
Opinions vary on the answer to how often promotional material should be sent out to subscribers. Some say you should mail promos infrequently, while on the other end of the spectrum, others believe in mailing out not one – but multiple times per day.
The right guidance is probably somewhere in between those figures, but it’s true to say that every demographic and niche is unique – and you’ll have your own personal style with which you communicate with your audience. The best way how to email promo material for success is by doing the following:
Maintain a Balance
You want to maintain a balance between emailing too often and emailing so little that they forget who you are. You have to keep your name in front of the subscriber to enhance your branding efforts.
You can email out daily or a few times per week, without adding any promotional material in the email. But even without it, some subscribers will feel that a daily email is far too much.
For those people, you might want to include the option of a weekly digest. That way, they’re still seeing your content, but on a schedule that meets their needs better. You don’t lose a subscriber, either – they simply adjust to the frequency.
Are You Leaving Money on The Table?
There are some marketers who will tell you that not adding a promotion into an email is “leaving money on the table.” It’s a true statement – because, with the right audience, you could make sales with each and every email you sent out. However, that doesn’t mean it’s the right thing to do. You have to really judge whether or not you’ll be promoting products based on the needs of your audience and the availability of your products to promote. Talk about the benefits foremost and then follow up with a solution.
Do You Promote for The Sake of Promoting
Don’t just send out an email and promote anything and everything just because you can – or because you buy into the myth that you have to churn and burn your list. This is a process where you keep hitting your subscribers with offer after offer, squeezing as much money out of them as possible – 2-5 times a day – until they finally unsubscribe.
It’s not the best strategy to have, but some marketers do go that route. A more formidable method is to work hard on finding quality products to share with your list, and supplementing those promo offers with valuable tips and quality information first. You can do this via a blog post, video and/or a podcast then lead your email promotion to that product’s landing page for conversion.
How Often Should You Promote?
To get started, send your subscribers a total of three emails per week. See how they respond. Increase the frequency to 4 and then 5 days a week if you have more to say, but if a backlash ensues, then cut back to a more manageable email routine.
Only you know your subscribers and testing out what works best for them is key to an effective and successful email promotional campaign!
How often do you email promotional material to your subscriber? Is it successful or not? Please leave your thoughts in the comment section below.
About the author: Sonia Colon is writer/publisher of My Fashion E-Mall Blog & The Biz Buzz of A Latina Mom Blog. She is also the owner at Books About Me. Sign up for the My Fashion E-Mall Blog newsletter and receive your FREE PDFs on successful email marketing.
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