Email Marketing. What is it and how to get it right?
You will get a lot of them in your inbox on a daily basis. Companies advertising their latest products, sales, offers, or anything really. You’ve put your email address into their signup form, and now you’re getting loads of emails about what a company’s up to.
An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales.
It is a great way to build relationships with customers and help generate leads and sales. But before you start you must prepare well and make sure you are ready to send that first email.
Find the end goal
All good marketing plans start by setting a goal, and email marketing is no different. Think about what you want to achieve. Some example goals can be trying to welcome new subscribers and telling them about your business and values. Maybe you want to try and re-engage old subscribers who haven’t been particularly active. But be certain of what you want to achieve before sending any emails out!
Once you know your goal, you will want to know who your audience is. If you’ve been doing it a while then you will know, but if you’re just starting out then you will be making educated guesses to begin with. The moment you send your first campaign, you will begin to collect subscriber information so next time round you will have real data to work with.
But in the meantime the use of Google analytics and the insights on Facebook and Twitter will provide you with similar data and allow you to be able to have an idea of who to target.
Make it personable
The subject line is key when it comes to a successful email marketing campaign. If it doesn’t grab them, they might just delete it without even opening to see what’s inside. Make the title engaging and something that interests your customers whilst being relevant to the email. By including people’s name in the subject line can keep them more engaged and offers a bit of personalisation.
Personalising the copy too is also something to consider as it may create a hook right at the start that will get people to want to read on. Other things to consider with regards to the copy could be a personal story, a way readers can connect with you and has proved to be a success. Of course, you don’t have to put all of those in every email. Ideally your emails should be short, with only a couple of main points within each one. If you do decide to go longer, make your email scannable.
Email marketing may sound daunting, but these tips are sure to help when devising your strategy. There are plenty of other things which can help – Automation, for example where emails can be set up to remarket your products to customers (or other things) – but those are best left until you’ve mastered the basics of your strategy.
You don’t have to be a coding genius to design great-looking emails either. Websites like MailChimp allow you to design professional templates for your emails to use again and again – just change your content. It can be free as well, depending on your amount of subscribers and monthly emails.
Email marketing is a proven way of reaching customers and getting them to engage with your website. If you’re not currently utilising this as part of your online marketing strategy, it’s definitely something worth considering.