Email Marketing Guide; Done Right, It Is Effective

A Cowboy’s Guide to Email Marketing

By Rebecca Swayze

Email Marketing

Just like a seasoned email marketing pro, a successful cowboy (or cowgirl!) always learns from his experiences and acknowledges his own limits.

He is self-reliant, innovative and constantly looking for new ways to succeed out on the frontier. And he always outsmarts his opponents using wit, knowledge and skill.

Saddle up your horse and read on to find out how your email campaign can benefit from the legendary ways of the Wild West.

Round Up New Subscribers

Cowboys are well-known for their dexterity. Cool, calm and collected, they are confident in their herding skills and never return to the ranch empty-handed.

Round up your interested subscribers with ease and seek out individuals who want to learn everything they can about your product or service.

Always remember to mention your newsletter to people you speak with offline. It’s a great conversation starter, and also leads interested people to your website to sign up.

Send a lot of personal emails? Add a hosted web form to your email signature so that prospects can sign up to receive your emails on the spot.

Be a Pioneer

While it’s great to work toward total uniqueness in business, the truth is that there are not many enterprises out there that are 100% unique.

There are other vendors that your subscribers can do business with, who sell the same things you do, and there are other companies sending email newsletters about products similar to yours.

The difference is all in the way you portray your product and your service. You need to carve a specific niche for yourself using your email campaign.

Highlight what makes your business stand out from others in your niche.

For Instance

If your town has a commercial barbecue restaurant, but you’re just venturing into email marketing as the one-store BBQ underdog, focus on the things that you do especially well that those other establishments don’t.

Do you specialize in slow-cooked pork? Homemade barbeque sauce? Can you cater to restaurants and suppliers out of town?

What makes your business special? Make a list of the things that set you apart, and focus on those in your email newsletters.

Trade Roles with the Barkeep

In Westerns, the barkeep is the main source of news for patrons and town-dwellers. He is well-connected, well-liked and well-respected; he really knows his stuff.

Make your brand the “go-to” source for your industry. Consumers are sponges for information, but don’t always like to find it on their own.

You must build trust and credibility in your brand, so that subscribers are ready and willing to read your emails when they appear in their inboxes.

Package all of the information you possibly can into easily digestible emails. When it’s time for your subscribers to make a purchase, they can revisit your emails and make an educated choice, from a brand that has informed them well.

Help Subscribers Pan for Gold

Mining for gold is a strenuous, backbreaking task. In the same way, it can be hard work for subscribers to dissect your emails and get to the meat of your messages.

Write emails that subscribers can quickly sift through to find the “nuggets” of highest value. Use headlines, bulleted lists, bold font and succinct, short paragraphs to grab their attention and keep them engaged.

By making your text scannable, readers will remain attentive and not lose interest in your messages.

Keep it Simple

Cowboys are not known for being flamboyant or over the top. They naturally understand the importance of simplicity in their day-to-day lives, and they embody it in the way that they dress and carry themselves.

If you struggle to put together your email campaign, let us help you. We have hundreds of professionally designed templates that are easy to customize.

Not sure if you want to commit to one specific look for your emails? Stick with plain text for now. Readers will appreciate the straightforward approach, and it can even seem more personal and sincere.

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Email is not effective if you send emails only when you want something”. Email is very effective if you periodically send beneficial information that helps the recipient and actually increases the open rate when they are interested in getting an email from you.

Autoresponders are a great tool for not only being helpful to your recipient but also if done properly, people are more likely to respond to them if they perceive them as giving them a benefit.

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