Email Marketing - Week 10 Part A

 The first email ever sent was in 1971 by programmer Ray Tomlinson. The first email blast was sent in 1978 to 400 Arpanet advertising machines resulting in $13 million in revenue. This is considered the first spam message.

Here we are today, using email to connect with customers or potential customers. There is great potential in sending out email newsletters, but what is the right amount? Send out too many and you will annoy people or they will just delete the email. But finding the sweet spot will win people over and keep them coming back for more. 

As an accounting firm, I think that sending out an email newsletter every two weeks would be a good frequency and way to stay on clients' radar. Our target audience is small businesses and they are busy so I wouldn't want to overwhelm them with emails. There is a possibility to send more if there are changes or updates in tax or business regulations. Our goal is to nurture our relationship with clients and prospective clients. 

Our content would be varied and of interest to clients and potential clients. The information would serve to help inform them with tips and information that would benefit their business. The role of our email newsletter is to help showcase our expertise and knowledge. It will provide relevant information that is easy to read. Some examples of potential content would be accounting tips, tax updates for businesses and individuals, software advice such as QuickBooks or payroll, business finance, business management, and things you need to know when starting a small business.

To increase the odds of people opening the email, the subject line should be short and informative. I wouldn't go with a generic subject line such as "October Newsletter." Something like SBA loans for your business or Affordable Care Act information provides more detail on what is enclosed in the email. The important thing is to measure our results, sort the data and determine whether people are engaging with our content. If people are not opening the emails, the content needs to be refined and established that it is relevant to our audience.