The key to successful email campaigns:
- Plan them out far in advance, at least 2-3 months – this saves you mental energy
- Keep them brief – People are busy. Less than 500 words if possible, with lots of shorter paragraphs.
- Be human – Remind them that YOU are sending that email, not some machine or company. Mention your kids or what you’re doing in the community or some team news
- Make yourself available – Tell them to hit reply if they have a question and tell them you’ll respond quickly. And when someone does email you, call them ASAP. They won’t be expecting it.
The following questions help me with email marketing:
- Who is my audience?
- What is my message?
- What is my delivery mechanism?
- Answers to 1 and 2 bring some clarity around content and compliance obligations, and may impose constraints on answers to 3.
- I’ve also found “minimum effective dose” thinking to be helpful for 3. Mailchimp, Snappy Kraken, Constant Contact etc could be the answer for you. So could an email list you maintain on your mail client (Outlook, Gmail, whatever). Perhaps a middle ground like Tiny Letter or Volleyy works.
- Like so many of the choices we make, a system you can stick with is better than the mythical “perfect system”.
Popular Email Services
- Snappy Kraken
- Outbound Engine
- Constant Contact
Lead Generation Services
- Smart Asset
- Status Money