Three Tips to Improve Your Email Marketing

by Ernest O’Dell – Guerrilla Internet Marketing Institute

Take a look at your inbox. Chances are it’s packed with emails… like mine. And, they’re all screaming for your attention: “Read me! Read me! READ ME!!!”

As a marketer, your job is to cut through all the “noise” and clutter and engage your reader’s attention so that your email gets opened and produces results. Here are a just a few tips that will help you do that:

1. Get to know your readers!

I know a lot of marketers will tell you to “give your subscribers what they want” but they’re going about it all backwards. They’re putting the cart in front of the horse. You have to get to know your readers FIRST and find out what they want before you can deliver it. And if you don’t know your subscribers, well… then, you’re not going to have any subscribers.


In order to deliver relevant content to your readers’ needs, you need to understand what they want and care about. If you don’t already know that answer, then, perhaps you can find out by conducting online surveys or by asking for specific information on your web forms.

2. Give subscribers what they want.

Okay… now you can deliver what your subscribers want after you have found out their needs. The biggest impact you can have on your email marketing results is to send relevant and interesting emails.


Because when your subscribers know that there is something valuable on the other side of the subject line, your open rates will improve.

So offer something of value in every email you send, such as industry research, tips and tricks, discounts, or a free report. Not only will this establish your authority as an expert, it will also reduce spam complaints.

Once you know what your readers want, you can segment them into groups based on their interests. This knowledge will help you send relevant messages to each person. If you don’t have the resources (or inclination) to manually track this data, you can use a customer relationship management tool or an autoresponder to do it for you.

3. Be consistent.

This is the biggest killer of email lists: inconsistency. People gravitate toward things that they’re familiar with. If you change up your email campaign “mid-stream” on your subscribers, you will experience a lot of unsubs. Campaigns that have a consistent “look and feel” — AND A CONSISTENT MESSAGES — will be more effective in helping your prospects absorb information — and stay with you.

That’s not to say you can’t get creative and mix things up a little every now and then. But, you should maintain standards in design, tone, and personality, and use the same sender name and address throughout your campaigns.

For example: if your list is about real estate investing, you don’t want to send your readers an email about dog grooming products. Not that some of your real estate subscribers won’t be dog lovers, but the message will be “out of sync” with your normal email campaign.

Another example is if you’re writing about affiliate marketing and then you drop a bomb on your readers with an ad (or article) about some off the wall GRQ system. Boy! If that doesn’t come across as smarmy and scammy, I don’t know what will…


Follow these simple three tips and you’ll see improvement in your numbers and in your ROI. Disregard them and you’ll soon go the way of the Dodo bird.

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