How to email your customers without spamming them

We admit email marketing doesn’t seem all that glamorous. More than likely, you associate it with the junk that ends up in your spam folder, day in and day out.

So if you’re working with a limited budget and limited time, it’s understandable that you might turn up your nose at email. After all, it’s passé, man. So 1998.

Except it’s still one of the most effective marketing tools at your disposal. And it’s practically free.

Here’s why you should keep the customer’s inbox on your radar.

A little email math

Let data soothe your worries here.

As Campaign Monitor notes, studies show email is “40 times more effective at acquiring new customers than Facebook or Twitter.” The report also argues that “for every $1 spent, email marketing generates $38 in ROI.”

Meanwhile, 59 percent of B2B businesses say “email is their most effective channel in terms of revenue generation,” WordStream reports. 

But SmartBrief may have put it best: “When it comes to digital marketing, email remains king.”

And the numbers back that up.

Rethinking the newsletter

One thing that turns people off of email marketing is the association with ill-gotten email lists (and, by extension, spam). Though you can buy access to more-or-less legitimate email lists (and here’s a great article explaining why you absolutely shouldn’t do that), there’s a much better way: newsletters.

You should forget the negative connotations of that word, too. As Forbes contributor Pia Silva wisely says, “just because you hate being on some lists, doesn’t mean lists don’t work.”

What makes a newsletter different is that you’re asking for signups from people who are already on your site. This isn’t a drive-by subscription, or a blind sign-up from some shady third party you didn’t know was in the mix. Your potential lead is literally asking you to send them stuff.

But getting that to happen isn’t quite so simple. Here are two key things to consider before you fire up your newsletter:

1. It helps if the customer knows it exists

First, you have to let your visitors know that newsletter subscription is an option. Don’t be ashamed of your newsletter; make the subscription button easy to find on your website, and don’t forget to account for mobile users.

Also, embrace the idea of interstitials – a full-page ad that “pops up” on a given page. Think of what you see when a website kindly asks you to disable ad blockers.

Luckily, they don’t have to be annoying, or intrusive, and they’ve been shown to be effective in driving engagement. They’re also a fantastic way to get email subscribers. Digital marketing guru Neil Patel has a few tips on how to use interstitials “without destroying your rankings.”

2. Content, as always, is king.

We’ve said it before: Don’t skimp on good content. Always ask yourself, “Would want to read this?”

Just remember to put thought, heart, and quality (i.e. good writing) into your newsletter, because you want to send your customers content that is not only engaging and insightful, but also relevant to them.


Still have lingering doubts about email marketing? Then we’d love to hear from you, and help you embark on your own newsletter adventure. Reach out to us today for a FREE consultation. 

Declan Desmond