by Linda | Aug 25, 2011 | my creative journal
It has come to my attention that I’ve been writing about email marketing without having really mentioned the Can-Spam Act. No doubt you’ve probably heard of it before. It’s a law that has set rules and regulations for people sending email commercial messages.
If you look into the text you notice that applies to all commercial messages…oh, yes!
Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.
Now it’s not meant to scare anyone into communicating about their business…even if it might seem big and scary. Much of it is about common sense and courtesy. If you sign up with an email service provider, they usually have certain restrictions in place to ensure you are following by the law…such as disclosing your location and providing opt-out options. Take a little read and make yourself familiar with the rules. I think it’s all very reasonable and easy to understand.
It’s funny because the people who don’t comply are the spammers we are trying to get rid of…but how do you report them, right? Please add your comments below. I think it’s important for everyone to understand the law…if they are going to use email as a form of marketing their business. Ciao ciao!
by Linda | Aug 18, 2011 | my creative journal
I have to admit that I usually fall into the category of not emailing my list enough. I am plagued by feelings of not having something new to feature and as I’m focusing my efforts behind the scenes on art licensing collections…it’s really something I’m not supposed to share or show off. However, there are other little things going on, here and there and it makes me wonder about email marketing frequency and communicating more with my audience.
I think of my fans and supporters as friends and not communicating with them for a long time seems like a bad thing. I want interaction and I have to keep reminding myself…they signed up, so they want interaction too. However, the number one reason that people unsubscribe from emails is the complaint of too many emails. Did they mean too many from that one person or too many in general? When businesses have a strong following though, supporters actually think it’s okay to receive more messages. Hmm…seems like a toss up!
Would it be better to email regularly and frequently with little bits of information or try to consolidate into a monthly newsletter? Or just fire something off when it applies? On one hand, I think your supporters will be flexible…after all…they like you already! As long as you are sending pertinent information, they will accept it with open arms. But are you losing out by not reminding your fans a few more times about your products and services?
Many of the up and coming indie businesses and influencers today actually email weekly. I’ve also received multiple emails about new product launches. Even when I’m not interested, I just delete, I don’t unsubscribe. Because I still want to stay updated, even though that particular message doesn’t apply. Even when I’m annoyed at getting an email that is simply a repeated blog post – completely redundant since I follow their RSS feed – I don’t unsubscribe because I value the contact and information they will be sending over in the future. Talk about tolerance, eh?
It’s definitely difficult to decide on what makes sense. Suffice to say that you won’t be satisfying everyone – as with everything in life. In fact, you might be whittling your list down as you start implementing certain strategies, because only your true fans and supporters will stick around. In the marketing world it is also stressed that you need to repeat yourself at times. We all need to be reminded several times, before acting. How many times have you heard the famous line…”…oh I totally missed that…”
So back to my dilemma…I think a bit of testing is required. Increasing your email frequency should drive up interaction and hopefully sales, if that is your call to action. At some point you will reach a limit though, when lots of people will start unsubscribing. Basically, the increase will be offset by the unsubscribes – even though unsubscribes are normal for everyone. A general rule says at least once a month, but no more than once a week. Using that as a guideline, I’ve decided that a bit of experimentation is needed to find the right balance. What works for you, your schedule and your audience. Here are some ideas I plan to try out:
- increasing the frequency during product launches or holiday/shopping seasons
- sending occasional specific specials/offers
- sending information – benefits to the readers that ask nothing in return
- repeat emails that are reminders
- creating a new list or sublist for specific efforts, so your audience can opt-in (like daily painting, weekly tips, monthly sales, etc)
Ultimately, I think if you are providing content that your audience wants…it will work out! If suddenly there’s filler content or writing seems forced…then you’ve got a problem. What do you think? Have some tips to contribute? Please comment below and thanks for joining me on this creative business journey!
by Linda | Aug 11, 2011 | my creative journal
When reading about email marketing, you often come across tips and tricks for creating catchy subject lines. Although I understand the importance of attracting readers…I also feel a bit odd using these so called “tricks.” Seems a bit too car saleman-like…and goes back to the issue of how creatives doing their own marketing feel a bit too shy. I’ve found that at times, I must remove myself from my normal role and think like a marketer would think – it’s their job to get folks to open the emails. We are all bombarded by messages daily and although we usually read those sent by people we love and businesses we have opted in for…there are still times when I just delete because I can’t take it all in.
So take a look at the email newsletters that you like to read and try to identify why. Besides wanting to get the information, is there something about the format? Is there something about the text size or organization? Do the subject lines capture you? I think there is a nice medium to creating catching subject lines and being authentic at the same time. The whole point of subject lines is to tell the reader a bit about what they are going to get inside. So I think it’s important to be truthful. However, you can also use some copywriting tips to make it sound nicer, to pique curiosity and grab people’s attention to take the action – click and read!
If you’ve already been doing some newsletters, definitely check your statistics to see what has worked in the past – or not worked. This is valuable information. And although the content and time of year have a lot to do with open rates, I think you can also get a lot of information by looking at past subject lines you have used. If you want to do some testing, certain service providers also let you split campaigns and try different subjects lines. That would give you even more information abotu your readers based on the same email blast.
I use MailChimp for my email newsletters and they even offer a research subject lines tool, to help you craft a better subject line. Although there is no sure-fire formula to creating a successful subject line, there are some rules to guard against looking like spam…or just being plain rude. I would definitely avoid:
- ALL CAPS
- !!!!!!????!?! Lots of exclamation points and punctuation
- spammy words like amazing, free, sexual terms or bad language
- too long of a subject line just looks a bit crazy and unnecessary and beside the point of summing up your email content
Instead, try to sum up your email content or pick the one thing you want to really highlight. Making some kind of offer, offering a benefit or pertinent information or use your authentic clever voice (you know your fans). Sometimes you can make it a question, so people want to know the answer within. It’s also okay to just write [Company Name] Newsletter. I know it seems boring, but if you have a relationship with your customers and send out emails regularly, it just makes sense.
My hope is to find a happy medium between overworked “businessy” marketing phrases and plain boring flat ones. Since everyone has a different audience, it also has a lot to do with what relationship you have with them. What reflects you authentically, communicates the point and gets attention? What subject lines do you like to use? Let me know what you think or if you have any tips in the comments below. Thanks for following along with this creative business 101 series…as I explore topics on my mind, through my own journey in starting a business.
by Linda | Aug 4, 2011 | my creative journal
Do you want to share your passions, products and services with potential customers out there? I’ve come across many creatives who do not setup a newsletter or mailing list, because they feel it’s too early. They worry about not having content to send out…or that only a few people will sign up. What?! It is never too early to start and having a few dedicated fans is the beginning of something beautiful!
Email marketing is so powerful, because it is permission based. It gives you direct access to your fans and supporters and gives them an easy way to just reply and make contact with you in return. Your email listees are asking you to keep them updated…that’s why it’s called permission marketing. Realize what a huge opportunity it is for any business, but especially creatives and indie entrepreneurs. In fact, email marketing is considered one of the most important tools to drive sales. You know how often people check email right? 🙂
Sign-Up For An Email Marketing Service
There are many companies out there that do the job of collecting contact info and storing it into lists, keeping everything organized in a database. The service will ensure you abide by laws, have the unsubscribe links as necessary…all the boring stuff. I do recommend doing a bit of research to ensure you choose a service that makes the most sense for your business…because sometimes it can be a pain to transfer all your contacts into a new provider. Just take a look at the options and choose – many companies offer free service up to a certain number of subscribers and messages before pricing kicks in for high volume users. I personally use MailChimp and love it…but there’s also AWeber and Constant Contact to name just a few others. There’s no excuse not to set something up when your email list is so important and there are so many free options out there.
Tell Everyone About It
Once you have a list setup, not only do you have to put a sign-up box on your website and/or blog, but also ask people to sign up! There are so many opportunities to do so, in social media, online profiles, business cards, advertisements and during day to day interactions with customers. For example, I always send my Etsy buyers a post-sale message that provides them with direct links to Etsy feedback and my newsletter sign-up. It’s a natural progression and you need to make it easier for people to follow you and keep updated. They’ve already bought something from you, so chances are…they love your already! Don’t forget to include in email communications or mentioning it every so often. You do have to ask people to sign-up, because some people don’t pay attention to sidebars. There are interested people out there, they just might happen to be busy the first time you told them about it…so make it an option every so often.
Set Up Your First Message
It’s important to set up a template for your email communications, so that your messages look professional. Some businesses go for the minimal all-text messages, whereas visual artists usually opt for something more designed to show off their work as part of the email. Thankfully, there are many ready-to-go templates that can be selected once you sign up for a service. These days, it’s pretty darn easy to create newsletters with the tools available online.
Test, Manage and Plan
Remember to always send test messages, so you can check out how it looks and check all the links before sending it out. A no-brainer, but mistakes happen all the time and it can be quite annoying to find a broken link or typos here and there. Once you get the hang of it, sending our emails will be a snap and you can manage your statistics as well as plan out a schedule that works with your business within the service provider you have chosen. In my opinion, you don’t need to send messages all the time, but I would say at least every quarter at the least. You can to keep things fresh and alive in the mind of customers…but you must have something worth it to send at the same time. That’s why I don’t like having a forced schedule – although it really depends on your business. Here are some ideas and it’s probably not that difficult to come up with pertinent news to share once you get into it:
- New work! Your fans will definitely want to know about new products and services being offered.
- Offer a discount, sale or limited time offer…maybe for the holidays or a certain celebration.
- In the press – have you been published or interviewed somewhere?
- Show openings, marketplaces and such events to announce?
- Tutorial, tips, fabulous links to share to your audience?
- Class schedules, traveling/show plans?
- Offering your products in other shops? Licensed artwork? In a shop?
- Announcing something newsworthy?
Remember the Ultimate Goal
In the end, never forget that you are communicating with your fans. You should be providing them with something useful – something they would like to see in their inboxes. So don’t forget your audience and the ultimate goal of your email list. It’s a service you are providing to your fans, because they want to stay updated on you and your work. You never want to be forced to just go through the motions though… we are all busy people and no one wants to receive a robot message.
So are you ready? I hope you are inspired to go set up your email list right now. And if you already have one, I hope there’s some good information here for your email marketing effort in general. In the coming weeks, I’ll be delving into specific topics about getting the most out of your email marketing. Please let me know what you think and if you have any other tips to share below in the comments – ciao ciao!
