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Six ways to make email marketing work for you – Jeff knight

by: Jeff Knight, marketing director, Foundation Home Loans
  • 27/02/2017
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Six ways to make email marketing work for you – Jeff knight
Sometimes when I ask people about whether they make use of email marketing, many times it isn’t long before the word “Spam” enters the conversation. However, email marketing only becomes spam if you don’t do it correctly.

If you use email marketing correctly, it can be a great tool for intermediaries. So, here are a few tips that can help, without getting too technical at this stage.
1. Use a proper system
Tip one is use a proper email marketing system. Do not send mass emails through Outlook, for example. You run the risk of being reported for spam and becoming unable to send any normal email to clients. There are lots of email systems now available, some free. There are also CRM systems available to intermediaries that can do this too. Choose one that is right for you.
2. Get the subject line right
The subject line is so important – because it’s your headline – and without a good headline people won’t read on. Make it engaging so the recipient wants to read on. Write the headline last and spend as much time on this as you did with the content. And keep it short so it can be read properly on a mobile device. As a rule of thumb, if less than 20% of your emails are opened, your subject lines are not working.

3. Have a friendly name
When sending the email, you need to use a recognisable “from” name. Use a name that your receivers are most familiar with – be your own name, your company name or both. Whatever you choose, keep it consistent.

4. Be timely
Make sure you know the optimum time to send an email. You can work this out through metrics that email systems can provide and by using common sense.

5. Be relevant
I am often asked how often emails should be sent. Well there is no real answer. If your message is interesting, relevant and timely, then it does not matter how often emails are delivered; just keep an eye out on your metrics to ensure you are not sending emails too often or not often enough.

6. Be mobile friendly
Make sure you know how your email (and subject line) will appear, not just in Outlook or Gmail, but also on an iPhone and other smart phones.

Email marketing can be one of the most effective ways of communicating your message. For brokers, using it to stay in touch with customers or providing them with information about new services or products can be a powerful means of maintaining contact and building repeat business from your existing client bank.

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