If you own a small business, it can be difficult to select what kinds of advertising you invest in, especially with a limited budget. You might think that you wouldn’t be able to afford outside assistance from an email marketing agency, or perhaps you’d rather take care of this type of marketing yourself. However, there is great news – email marketing can be quite affordable these days regardless of the way you choose to do it. Read on to see some of the Do’s and Don’ts of email marketing.

DO – Target a specific market niche
Different marketing tactics appeal to different types of consumers. There is no rule that you need one message to get everyone, so don’t be afraid of tailoring your emails to different types of consumers. Try tweaking your email messages to different types of buyer personas, and try to make the viewer feel like you’re speaking to them one-on-one.

DON’T – Overwhelm your audience
The fastest way to get someone to unsubscribe from a mailing list is to inundate them with too many emails. While you might be anxious to get your message out there and generate new leads, you don’t want to be too pushy. Filling someones inbox with too many emails too quickly is a surefire way to get them to ignore you altogether.

DO – Make your message digestible
People spend less and less time on marketing materials these days, so you want to make your message targeted and easy to understand. Sticking too much information into your email can overwhelm a potential lead causing them to move on. You may have heard of the internet slang acronym TL;DR (Too Long; Didn’t Read). Keep this in mind when creating your marketing materials – you need to capture the viewer’s attention as quickly as possible with a short and powerful message.

DON’T – Make it difficult for your audience to unsubscribe
The negative attention you can generate from making it a pain for your leads to remove themselves from your email list can be more powerful than any marketing message. Make sure people can remove themselves easily – if they aren’t interested in your product, it’s doubtful they will be after a few more emails. Let them unsubscribe easily and move on.

DO – Spruce up your formatting
There are a lot more options for emails these days besides plain old type. You can use headings, bolds, colors, pictures, and even HTML markup to dress up your message. Make sure your marketing materials are aesthetically pleasing – it will make your business appear more professional.

DON’T – Expect one message to be “the one”
It’s far too easy to create one good email and think that it will work for everyone. Even if you have created a powerful marketing message that is capturing some solid leads, it’s worth experimenting with other types of messages to see if you can capture even more of the market.

Stick to these tips and you should definitely see an increase in lead conversion. Marketing can be tricky, but remain tenacious and it will pay off over time.

Source: Revenue River