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Insight Email Strategy 5 Tips – A Must-Have For Every Business

Mark Parent September 18, 2014, 10:00:00 AM EDT

Insight Email Strategy 5 Tips

Maybe you’ve heard that email marketing isn’t what it once was – and, that’s actually true – if you’re sending emails as THEY once were. However, if you’re using the many tools available to you to transform your email communications into insight email communications … well, that’s another matter entirely.

But, to help ensure your marketing emails are insight emails, you need to do more than merely send the occasional event invitation or promotion…you need to find new avenues to help ensure these emails connect, invite and incite.

Here are 5 tips to help ramp up your insight email strategy.

#1 – Ask targets how they want to receive emails from you. Do they prefer to receive word via mobile text, social media or email marketing? If the answer is mobile text, don’t make the mistake of sending them an email…it could do more harm than good and is definitely a wasted if not damaging effort.

#2 – Use email to explain why your other media portals of disseminating information are valuable. Leverage your email communications to tell targets that special and valuable news and updates can only be found on your Facebook or Twitter feeds, for example.

#3 – Make your emails interactive. Did you know that ExactTarget found that 56% of internet users in the US interact with companies only via marketing emails? Why on earth would you not put in the time and the effort to ask for and provide avenues for two-way communication? Whether it’s a link to your website’s contact us page, a simple form for filling out, or an uber-personal email from a direct salesperson that allows for direct replies, listening and responding is just as important as sending the message…especially if you have the expectation of being paid attention to as opposed to being relegated to the Spam box.

#4 – Have email explain things that are lost in the social media realm. Let’s face it, newsfeeds can bury our messages in our targets’ feeds about as quickly as we can post them. So, why spend an inordinate amount of time posting to Twitter and Facebook than you do crafting messages that explain who you are, what you stand for, and how they could stand to benefit from paying attention to you?

#5 – Allow for opt-ins and opt-outs. Some targets only want to receive messages about time-sensitive information and that’s it. Others are more than happy to receive news and every update as it becomes available. Make sure you allow for customization of what each and every subscriber can receive in terms of messaging – and make sure you have a good assortment and variety of email types to allow for such email customization.

Bottom line, insight emails are all about setting and delivering on expectations – for your brand and for your targets. So long as you respect your target’s privacy, listen, interact and respond – and send them the types of communication they most care about – your email strategy will stay modern and productive.