In the age of social media, it’s hard to imagine email being the preferred marketing tool. However, consider these facts:
(1) There are more email accounts than Facebook and Twitter accounts combined.
(2) Email is direct, which means everything you send will be received on a one-is-to-one basis.
With these in mind, it’s easier to see why email has a higher return on investment than any other marketing channel available nowadays. Still, this doesn’t mean that you can just collect a bunch of email addresses and start sending emails left, right, and centre. You need to be strategic about it if you want to succeed. Here are some tips to help your business get started on email campaigns:
Hire a Professional
The best way to start an email marketing campaign is to hire an email marketing services company. They not only have access to automation software, but they also have dedicated teams that will help you design beautiful templates and construct effective messages.
Email marketing service providers can also help you with other concerns such as managing your contact list and monitoring performance.
Identify Your Goals
For any kind of marketing campaign to do well, you need to have clear goals against which you measure your success. Your goals will also determine your recipients, the content of the emails, and other relevant details surrounding your campaign.
To establish your email marketing goals, consider your department’s KPIs or even what your organisation wants to achieve as a whole. Are you a start-up looking to establish its presence in the industry? Are you looking to introduce and sell a new product? Are you holding a fund-raising activity and want to invite more donors? Are you conducting an online event and want people to sign up and attend?
These questions can help you create a targeted email campaign that will deliver the results you want.
Build Your Contacts List
As a business, you likely already have a list of contacts who can be viable recipients of your email campaign. In fact, your existing customers are likely going to be responsive to your messages since they already support your brand and your products.
You can also add some friends and family members to your email send-out list. Just make sure to secure their consent because no one wants to receive unsolicited mail more than necessary. (They surely get enough spam mail as it is.)
If you’re starting from scratch or want to grow your mailing list, there are plenty of ways to do so. For example, if you have a brick-and-mortar store, you can put up an announcement around the store and near the cash register. You can also add a sign-up form on your website and post about it on your social media accounts.
To help boost signups, you can incentivise people for doing so. You can give product discounts, gift certificates, or freebies upon purchase. It’s also crucial to keep the sign-up process as simple as possible. Aside from their email address, gather only the most relevant information that will help you target your campaign better. At the very least, ask for people’s birthdays to help you determine their age bracket and also allow you to send personalised greetings or offers when the occasion comes along.
Determine What Kind of Emails You Want to Send
There are many kinds of emails you can send to your subscribers. If you want something more regular, an email newsletter is your best choice. This kind of email keeps your brand top of mind and can also help drive website traffic. You can also include the occasional promos within a newsletter.
Speaking of promos, marketing offers are also among the most popular kinds of email campaigns. These are perfect for e-commerce-based businesses, giving you an opportunity to showcase new products, clear your inventory, or simply entice more buyers to patronise you instead of the competitor.
Other kinds of emails you might want to consider are announcements (e.g., streaming services announcing new movies and TV series) and event invitations. Your email marketing service provider will also be able to give you the best advice regarding the best emails to send to meet your goals.
Pay Attention to the Details
While your chosen email marketing company will handle project monitoring for you, it will also do you a lot of good if you familiarise yourself with the finer details of your campaign. For example, you need to be particular with the subject lines of your emails. They’re the first thing your subscribers see, so these should be short, punchy, and irresistible.
You should also take the time to study your audience. Where are they located? Which demographic do they belong to? What time do they open their emails? These kinds of information can help you further refine your email campaigns to ensure conversion.
The bottomline is that despite the popularity of social media sites and messaging apps, email will remain to be one of the most important communication platforms. As a business, you’d be remiss not to take advantage of its widespread reach and ease of use.
Take note of these considerations to help jumpstart your own successful email marketing endeavours. Good luck!