When you're searching for new avenues to grow your business, you want to reach potential customers in as many ways as possible. And while social media is getting much of the attention now, it's important to remember that most people are still willing to get a daily message from a brand by email, according to popular blogger Chris Brogan.
"Even though [email marketing] is not talked about as the new sexy thing, especially when we talk social media, good email marketing is alive and well," says Brogan, president of Human Business Works, a small-business education and growth company. "People really want simple brief good messages that will reach them where they are."
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Brogan says common mistakes business owners make is to cram too much information and fancy graphics into their emails, which are challenging to read on 3-inch smartphone screens. Instead, he suggests emails be in plain-looking text to appear more personal, but limit them to 300 to 400 words and include just one call to action.
"If you're selling something that needs a picture to talk about it, then put the picture in," Brogan says. "But it doesn't have to be the banner that's the same as your website. We know who you are."
Another mistake, Brogan says, is to send email from a do-not-reply email address, which implies to customers that you really don't want a relationship with them -- you just want them to click and buy. Instead, he says use a real email address and encourage customers to reach back to you.