Is your small business or non-profit still sending mass emails through an individual Outlook or Gmail account?
This summer I was asked to handle email communications for a small, volunteer group. The steps I took to improve their process might help you, even if you have just a short email list.
This organization was sending its email notices through one member’s personal Yahoo! Email account. Many small groups work the same way, but there’s a better way.
The Spam Police Are Watching
If you send a batch of emails all at once from your Outlook, Gmail, Yahoo!, or AOL account, the spam detectors that now rule email servers everywhere might flag and block your email.
Managing an email list – adding and subtracting subscribers – can get unwieldy. And even though federal email laws apply only to commercial emails, it’s a good practice to add an “unsubscribe” button to bulk emails.
If you only have a small subscriber list (my group has less than 70 members) and you don’t need to send emails too frequently, you can still find a few free email marketing services. I chose Zoho
Campaigns, but you can find others with a little Googling.
I had a few goals in mind by moving the process to an email marketing service:
Create a clean, manageable list of subscribers with complete information – at least
first name, last name and email address.
Consistency. I’ve created a simple template with a standardized footer that I won’t have to recreate with each email. The footer contains the organization logo and links to the organization’s website and social media.
Personalization. Most email marketing software allows you to insert the recipient’s name into the email copy. It's a simple thing, but it’s nice to see your name even when you know it’s a mass email (Right, ?)
Email sign-ups. Most email marketing services provide an easy way to add an email subscription form to your website.
Metrics. You can see how many emails were delivered and how many were opened. You’ll be able to remove inactive email addresses from your list. Over time, you’ll be able to see who never opens your email. You may want to drop them. It’s no use sending an email that’s never opened.
From and Reply-To
One other tip. If possible, set up your email management account with an email that matches your organization’s website domain. This is another measure to improve the chances your emails will be delivered successfully.
As I mentioned earlier, the spam detectors don’t like bulk emails from Gmail accounts. Your “from” and “reply to” addresses should be “mark@whitmarkdigital.com” instead of something like “fuzzybunny356@aol.”
If your small business or organization sends any kind of mass emails or newsletters, you should use email marketing software. If a free version does not meet your needs, you will be able to find something inexpensive that does.
There will be a learning curve to use the software, but once you get the hang of it, you will save time and
headaches.
Jargon: Long-Tail Keywords
The main premise behind search engine optimization is shaping the content on your site to match the words (keywords) people type when using a search engine to find what you sell.
There is unbelievable competition for some keywords, especially simple phrases like “local plumber,” “lawyer,” or “pizza near me.” If you’re a plumber, lawyer or pizza shop just starting with search optimization, it’s nearly impossible to rank
for one of those basic search terms.
Instead, consider “long-tail keywords.” These are longer phrases that people use to search. Long-tail keywords may not be as popular, but it might be easier for your website to show on search if you focus on them. Some examples:
“Fix a leaky faucet”
“Best white pizza in Pittsburgh”
“Lawyer who can help with my will”
Why are they called “long-tail?” The name comes from a strategy
first described nearly 20 years ago that suggests businesses can become more profitable by having a larger inventory of less-popular items. Think Amazon.
The next newsletter arrives Sept. 26, and we’ll be coming up on the beginning of the year’s fourth quarter. What have you got planned for year-end marketing? Are you putting together your budget for 2024? What’s your plan for holiday marketing?
And by the next newsletter, we’ll have crossed the seasonal threshold into fall. Autumn officially arrives Sept. 23. Don’t forget to utter a few “arrghs” on Sept. 19 for National Talk Like A Pirate Day.
Meanwhile, be grateful. Be generous. Be patient. Love.
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Thanks for spending some of your time with me,. I appreciate you.
Mark
(Some links in this email might be affiliate links, which could generate small commissions for me at no extra cost to you.)
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