Email marketing has long been a popular way for businesses to reach potential customers. Social media is king for attracting customers. A powerful tool for reaching the right people, email marketing continues to evolve.
When done correctly, email marketing can nurture leads and keep current clients engaged. The most effective tactic for brand awareness, acquisition, conversion, and retention according to Gigoam Research has been email.
We all understand the value of email marketing and why businesses use it, but how do we start? Several factors must be considered before launching a marketing campaign. You should start by identifying your company’s goals and objectives.
A campaign’s goals and objectives must be defined before it can be implemented. Also, it can help you determine if the emails were successful. Goals can be large or small. Choose something specific and measurable.
Ask yourself why you are sending the emails to help determine your goals. Consider the desired outcome. This will help you plan the rest of the campaign. Send emails to new clients with relevant content.
For existing clients and customers, a different tone is required. Your emails should reflect your relationship with them and be tailored to their needs.
Choosing an Email Marketing Tool
Choose an email marketing software that can help you achieve your goal once you’ve decided what your campaign’s goal will be. Your service should allow you to do your job but also be easy to use. That means more time connecting with clients and customers.
Companies like Constant Contact and MailChimp allow users to send bulk emails, build and manage email lists, run campaigns, and customize email templates. Most reputable email service providers offer free trials to see if the program is right for you. For your business, this could be a low-cost way to evaluate your options.
Compose a Vast Contact List
Next, decide who you want to contact after selecting the right software. An extensive contact list should be a priority for your business. Include current and former clients and employees. That depends on your goal.
It doesn’t matter if you only have a few email addresses. Enrich your master list with more people and their contact info. You can categorize your clients as former, current, or future. This may simplify and speed up the emailing process.
Determining how often you will email your contacts should also be started now. For fear of becoming spammy, you should not email someone too frequently. That person should still be thinking about your company. Depending on your company, sending two emails per month may be sufficient.
Your company should appear next to the message you wish to convey. Again, your goal will dictate this. Your content should reflect your goal of gaining new clients/customers. Keeping this in mind when writing the email will help you connect with current customers.
You should always use original content that is consistent with your brand. Write something that is concise, informative, and appealing to your readers. To stand out among the dozens of other emails, use humor or something unique in your content. A compelling subject line can influence whether or not customer open a message.
Email content is distinct due to its personalization. Unlike social media or blogs, emails allow direct communication. Email communication must therefore serve a purpose beyond simple promotion. Make use of it to establish relationships and communicate on a deeper level.