The Message is the Money

Ask any successful business owner – little strategies make a big difference in tough times. One way to balance the need to keep and attract new clients without depleting your marketing budget is to fine-tune your approach to one important but very low-cost strategy: an e-mail marketing campaign.

The following three e-mail tips are fundamental tools in a long-term marketing budget strategy that will help save on other marketing expenses. Here’s how to get a bang out of those e-mail campaigns:

1. Choose a solid subject line. In my experience critiquing marketing pieces and campaigns for small business owners, I’ve seen those who get it right … and I’ve seen those who get it very, very wrong. What I’ve learned is that in order to get the best response rates, it’s important to treat the subject line of any e-mail intended for clients or potential clients like the headline of a major marketing campaign. To create a subject line that really resonates with clients and potential clients, it’s necessary to understand which problems plague them and how your services or products will address or even completely eliminate these problems. If you work with clients that are within a specific industry, you should also target this industry to give your subject line more weight; for example, if you are selling management consulting services to burgeoning musicians, you can write, “See What Our Management Services Do for Musicians Just Like You.” You don’t have to be a marketing guru (or even hire one!) to write effective e-mails. You just need to focus on the benefits you provide and not just talk about yourself or the features of your company or any products you sell…