Email Marketing Strategies That Businesses Should Avoid


To build a long-term, successful enterprise, when you don't close a sale, open a relationship." -Patricia Fripp

I know that there are businesses who are doing extremely sophisticated, enterprise-level things with their email marketing. And they are most definitely worth studying.

But I prefer to live in the land of what is actually possible for a small business owner. And if you're like me, you like things simple.

So, I suggest you start by cutting out two bad habits, rooted in some mythology about the email medium:

1) Branded headers and clean graphics make your emails look more "professional".

So I ask you: how do you want your emails to be received? As a "professional" email -- with similar content that can be otherwise found through a simple internet search?

Or as a warm, encouraging and actionable note -- like one you'd receive from your neighbor down the street? Because one of those kinds of emails routinely gets deleted... the other usually doesn't.

A graphic-laden email screams to your recipient: "You're being marketed to." For some reason, nonprofits in particular, often fall prey to this temptation, and the increasing ease of creating such headers within the fancy email programs makes it too easy to fall for this trap.

Don't. As a test this week, try a "plain text" email, formatted simply and written in a style -- well, I get ahead of myself. Time for myth #2...

2) Businesses and organizations must maintain a "big business" feel with their marketing communication.

This is a Big Mistake.

A) You're not Best Buy or Amazon ... and by aping these entities, you're falling for the old half-truth that "building a brand" is the primary goal for a small business. (More about that in the future.)

B) Email is inherently relational -- and when you abuse your contacts' inbox with stuffy technical-ese or commoditized articles, you're actually demonstrating cavalier disregard for your most important business asset: your client list.

But when you communicate with personality and interest, you're actually building deeper relationships with your clients and prospects, and demonstrating that you can be trusted with their time ... and with their wallet.

I try to do these things, though I certainly don't always hit the mark. But there is a method behind my blogging madness. And now you know.

You see, I care about every aspect of your business' growth. Not just clean books and effective cash controls (though these are our great passion!).

 -- and we are dedicated to every part of your success, even the marketing part.

BE THE ROAR not the echo®


Janet Behm
Utah Real Estate Accountants
(801) 278-2700


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