Finding the facts on email marketing is important for your business.

Over the last year of running my online business, I’ve learned a few surprising facts about email marketing that I’d like to share with you.

I feel like email marketing doesn’t get the attention it deserves from most small businesses. Perhaps that’s because it’s no longer the new kid on the block: it’s not shiny or new.

However you consider it, it’s a must-have in your online marketing and communications strategy. I’d go so far as to say it’s more important than search engine optimisation (SEO) – and if you know my background you’d know that I’m evangelical about SEO. Show me a website built in Flash with a splash page and I’ll show you an angry face.

Here are the five email marketing truths you need to know:

Weekly contact can work but not for everyone

I send a weekly newsletter to my subscribers. It’s got a higher than average open rate because I focus on providing value to my readers. It’s composed of two parts information and links to other websites and one part promoting my own content. If your marketing strategy is to promote your own products and services, a monthly newsletter is a better option.

Text emails have their place

Don’t just use your email marketing to promote your products and don’t always use HTML designed emails. Text emails have a more personal feel. Use it to indirectly survey your customers and find out what’s important to them. One of my highest open rates was to an email with the subject ‘quick question’.

Mix up your newsletters with your special offers

There are two types of online marketing campaigns – newsletters and special offers. Typically, newsletters are sent on a regular schedule, special offers can be sent at any time. The key to successful special offer campaigns is to focus on one product or offer only. Craft an irresistible message and always link to a dedicated landing page.

Promote other people’s products, not just your own

Some of my most profitable email campaigns have been promoting and recommending products from other businesses via an affiliate agreement. Look for products that complement your audience and fill gaps in your existing product range.

Maximise the value of your confirmation emails

Most email marketing providers enforce a double opt-in procedure to confirm a subscription to the people on your mailing list.

This gives you two very important pages to leverage the attention of a lead that is ‘hot’. I use my confirmation page to draw attention to my social media accounts and make a one-time offer. I use my welcome email to introduce myself and let the subscriber know what to expect. I also highlight a few popular articles (you could choose products) for them to view right away.

If you’re reading this and haven’t got a way for your readers to subscribe to your mailing list – I’ve got to ask, why not? You’re telling people who are qualified leads to go away – because believe me, they’re looking for a signup form. ‘I haven’t got time’ is not an answer. Get to it.

Clare Lancaster has been working online since 2001 and owns business consultancy firm dotmarketing.com.au.