Email marketing has evolved into a crucial asset in a multi-stage marketing strategy. Companies utilize detailed information about customer demographics, preferences, and interests to personalize their brand.
We’ll help you navigate the ins and outs of these new features so that you can develop an email marketing campaign that increases your reach and raises your profile. Do you want to reach your customers in the most direct way possible? Read on for some expert advice on designing and implementing your own email campaign!
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Hire a Digital “Assistant”
You can find a variety of email marketing software programs to help organize routine tasks. If you’re a small business, these programs can be a great way to increase your efficiency.
Infusionsoft is an example of a multi-component program. MailChimp, Constant Contact and AWeber all offer more basic services. To find your best fit, make a priority list of the capabilities you need and choose the program that’s right for you.
Find Your Message
Email marketing campaigns can do a lot for your business, but it’s a good idea to start with a plan. Do you want to announce seasonal sales or in-store events? Do you want to tell your customers about exciting new developments in your company? Do you want to help your customers learn more about your products and services? Clear objectives will help you build a successful campaign.
When you craft emails, use the same techniques you would use in any business communication: a clear subject line, a strong opening, and a consistent format.
My Inbox Is My Castle
Okay, so maybe sending an email isn’t quite like knocking on a customer’s front door, but it’s still important to maintain a professional presence. Most of your customers check emails during downtime, over breakfast or on a coffee break. Craft an approach that matches their mood.
You’ve also probably seen your fair share of marketing emails. Do subject lines promising AwEsOME!!! DeALS!!!! make you want to click through or run away? Remember that spam and scam emails carry some standard red flags: all caps, multiple exclamation points, strobing gifs and eye-searing color schemes. Set yourself apart.
Make sure your emails are immaculately proofread, even if you have to hire a professional editor. One typo can spell the difference between scoring a customer and permanent exile to the spam folder.
What Have You Done for Me Lately?
Customers are much more likely to sign up and click through if you can offer them some benefit: a special discount, sample product, or premium content. Consider creating a newsletter or tutorial series for customers on your email list. You may even be able to offer them opportunities to grow your business, through referral bonuses or opportunities to rate and review products. You’ll generate long-term interest and make them feel valued.
Build Your List
Even if you’ve only got a handful of names and customer emails, you’ve got to start somewhere. Enter every contact email into your database. From there, you can start by keeping this customer base updated with regular emails – monthly or twice-monthly – so that they know you want to keep in touch.
Grow Your List
It’s easy to set up a form on your website to allow customers to enter contact information – you can incorporate it into a sidebar that appears on every page, or even use a pop-up that requests their info before they click through to your site. You can also integrate contact information into online purchasing forms, or include a box to check for receiving email updates.
Be sensitive to customer concerns about privacy and ad saturation. They’ll want to know why you want their info, what you plan to do with it, and whether they’ll be flooded with spam. The best way to resolve these issues is to offer specific information up front. Think of these forms as a capsule pitch for your business.
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Stay on Schedule
One upside to email marketing campaigns is that it increases your visibility to your customers. The best way to take advantage of this capability is to set up a series of autorespond emails – automatic email dispatches to your list that will appear weekly or monthly. The more succinct and clear you can be, the better. Most of your customers will be checking email on phones and tablets. Small screens make integrated visual branding even more important.
Build in Triggers
Triggers are a nifty new feature in email marketing – think of them as a way to start a conversation with customers. Many email marketing messages contain hyperlinks: special product offers, seasonal discounts, package deals for new service menus. You can use these to generate “triggers:” when a customer clicks on a link, indicating her interest, she will automatically receive an email letting her know about similar options or recommended products. Your customers get personalized service, and you get a sales pitch with twice the impact.
Break It Down
Segmentation is a term that email marketers use to refer to a multi-level email campaign. This can be especially helpful if you collect contact information at different stages of your online business, like mailing-list contact forms and purchasing forms. A segmented email list can include different options, like “HTML” vs. “Text” or “Daily Updates” vs. “Special Offers.” This tailors your campaign to different customer demographics. It also gives each customer control over what lands in their inbox, which can make them more receptive to your sales pitch.
Track Your Results
Email marketing programs track customer interest, which will allow you to course-correct over time. You can count click-throughs, and even check to see how many of your emails get opened. Targeted marketing is one of the most valuable innovations in advertising, allowing businesses to respond to customers at an individual, personal level.
With some planning and follow-through, email marketing can help you expand your business and maintain contact with a growing customer base. Make email part of your marketing toolbox!
Are you interested in crafting the perfect targeted email campaign? We recommend working with a team of dedicated professionals who make it their business to keep up-to-date with the latest trends in communications technology. Contact Square 1 Group today!