Happy Halloween Denizens of Digital Gotham! Tonight is Halloween, and tomorrow is November 1st, which is the famed Mexican holiday Día de Muertos (A.K.A. Day of the Dead)—a scary-fun time indeed! Therefore, I’m honoring the traditional holiday of “Tricks and Treats” (and other things to go “bump in the night”) in this post just because. All Hallows’ Eve, as Halloween is sometimes known, is celebrated not only in America but in countries from Australia, most countries in Europe, to Japan, among others. Though this holiday unofficially kicks off the American Holiday Season (consisting also of Thanksgiving, Christmas, Hanukkah, and New Year’s Eve, to name a few), it has its roots in Gaelic, Welsh, and Christian influences. For most people who celebrate Halloween it’s usually about getting in costume (like a Bat with a cape! LOL!), going to parties, and if you’re a kid, ringing on people’s doors and “legally” asking for candy! Of course, Digital Batman celebrates Halloween every week when he writes this blog in his cape and cowl. Hahaha!
Email Marketing is essentially a hand-shake agreement between the marketer and the end user/customer that says, “I have a product or service that I would like to you check out, and you have graciously agreed to let me show it to you.” If the end user/customer has not opted-in (i.e. agreed to receive emails from the marketer, and instead receives a flood of unwanted emails (i.e. spam)), then there is no trust whatsoever from the end user/customer of the marketer. With no trust, there is no open rate on the carefully crafted marketing emails, which means it is all just a waste of everyone’s time. Establishing trust between the two is essential for a successful email marketing campaign. That begins with an easy opt-in process for interested customers (or clientele). The following is a short list of six best practices in which to build an effective email marketing strategy. Easy Opt-In for Customers Your company’s website should have a spot on its homepage that allows interested parties to opt-in (or subscribe) to your monthly newsletter, job search tips, and resources emails. Created with a widget for a website homepage such as MailChimp’s WordPress Widget, this plug-in app allows visitors to a website to effortlessly and legitimately add themselves to your email mailing list. Thereby establishing trust between the potential new clients and your company because now these emails are desired. And by extension, also make it easy for subscribers to opt-out or unsubscribe because it is illegal to keep them on the list if they do not want to be there. Define Your Customer Base This may seem obvious but many organizations take a generalized approach to appealing to the lowest common denominator. Collecting random leads from email lists are pointless unless they are specific to your industry and are a high-value opportunity for new business. Ask yourself the...