No question about it – spam filters are a good thing. At least when they’re protecting your inbox!
Often, though, legitimate email marketing messages can get caught in the net intended to screen out all of the junk.
While spam filter avoidance is becoming more complex every day, here are three tips to help your message get through:
During last month’s “Building a Client Attractive Website” seminar, one of the attendees asked me a question that, coincidentally, tied rather nicely into this month’s commandment.
Briefly, she wanted to know why the copy on the website (which was designed to attract clients for a local business coach) used “I” and “me” rather than referring to the website owner in the third person by her first name or “she.” She felt the approach a bit too casual, not professional enough.
So why did I disagree – with confidence?
Publishing an ezine can sometimes be a lonely business. You wonder if you’re delivering the kind of content your readers are really responding to. I occasionally get emails from readers saying they really enjoyed a particular issue or article. But I know that not everyone can take the time to give direct feedback.
So, what’s an ezine publisher to do?
Whew! We’ve covered a lot of territory over the past few months, and we’re down to the last three commandments. This month’s is a bit lighter (in more than one sense of the word): It’s all about letting your personality show through your ezine!
If you want your ezine to be a great marketing tool, it has to serve your overall marketing objectives. Staying in touch with your market is important, but the information you give them should always be tied to a specific goal, whether it’s driving awareness of your newest (or most lucrative) offerings, publicizing a sales-boosting special offer, or showing off whatever unique expertise you have that sets you apart from your competition. Remember, you have their permission to market to them because they expect something useful from you.
And, thus, we come to our next commandment:
Last month, we talked about the importance of focusing your ezine’s content on a well-defined subject (or set of subjects). But how much self-promotion can you do? Quite a bit, actually – but, yes, there is a limit. Now we’re going to talk about what’s called the “40% Rule.”
Last month, we talked about the importance of publishing regularly and how simple, repeatable systems (like an editorial calendar) can help. Now, it’s time to get focused.
Last month, we did some thinking about how your readers would use your ezine, which in turn determines what format will meet their needs. This month, we’re hitting the issue of consistency – why it’s important, and how to achieve it.
Last month, we talked about respecting your subscribers – protecting their privacy, talking “to” rather than “at” them, etc. This month, we’re exploring how best to match your ezine format to your subscribers’ needs.