Getting your message across to the millions of people hooked up to the internet can pose a challenge to any marketing communications specialist. The channels and platforms available online are dynamic in nature and one popular site can easily be replaced by another. For example, MySpace is no longer as popular as it once was, and the same goes for Google Plus. However, one thing that will not change anytime soon is email marketing.
Most people make it a point to check if they have received an email, first thing in the morning. Email marketing, therefore, is a very effective tool in promoting a product or service online. Email marketing has to be done in a manner that does not annoy the customer or prospective customer. Also, the information provided in the email must be conveyed effectively. As a marketer, it’s important to understand how to get the most out of an email marketing campaign. Successful email marketing can deliver incredible results. Here are some simple tips on how to get the most out of your email marketing campaign.
Have a Solid Email Marketing Plan
Email marketing, like every other tool in marketing, requires planning. The biggest task could be gathering the email addresses of people who can turn into your customers. It’s a good idea to have clearly defined goals for your email marketing. Once your goals are established, it will be much easier for you to plan out your email campaigns and decide on what is considered a successful campaign.
Creating the Email – An Important Milestone
Obviously, any email marketing campaign centers around the content inside the emails that will land in the inbox of your prospects. It is very simple to understand how this works. As an email user on the receiving end, you are already familiar with the way emails are deleted, most of the time without even being read. Unless the subject of the email is interesting, it can be very difficult to get people to click and read the email. If the person opens the mail and reads it, your campaign has at least succeeded in the first step of gaining the attention of your email subscriber.
The more critical part comes next. This has to do with drafting the email. In most cases, it should be short, yet carry the complete message. Getting the most out of email marketing is all about convincing your customer to click on the link inside the email and reach the intended website, usually to buy or learn more about your products and services.
The person responsible for creating the emails must do so with great care. The language needs to be easy to read and understand. The focus should be on what you’re offering the prospective customer. This focus also needs to be clearly communicated. If you write short, easy-to-read sentences and use numbers or bullet points in the mail, the reader will be able to comprehend the information quickly and easily, then click on the links included.
Convert the Emails into a Newsletter
Getting the most out of email marketing can only be accomplished when they are designed in an attractive and easily readable format. One suggestion is to create a newsletter, bulletin, or a brief e-magazine that can cover subjects of interest to your audience at large. Personalization of emails is another technique that can help you get a better response from your emails.
Divide Your Email Marketing List into Segments
Another strategy that will help in expanding your customer base is to divide your email lists into different segments. You most likely have some information on the background of your prospects. If you can hone in on their interests, you can create the message to suit their needs, and add your website link to the emails. Most popular email marketing platforms can help you analyze the emails you’ve sent, to provide insight on what your audience is most interested in. It’s a good idea to plan out your emails based on what you know is working the best with your audience.
The Frequency of the Follow Up Emails
An effective email campaign will often be a long-drawn one and does not necessarily end with just a single email. If you have chosen to send a news capsule or bulletin in the form of emails, you will likely want to follow it through with series of emails. It will largely depend on how frequently the customers want to receive them. This is a question to ask when you are taking consent from the customers in the first place. The frequency at which they wish to receive emails may vary from customer to customer. Some may be comfortable with weekly mails while others may prefer a biweekly, monthly or quarterly email digest.
Again, tools (such as analytics) can be quite helpful in getting more out of email marketing. These tools are available for scheduling the sending of emails, A/B testing, personalizing emails and other aspects. When handled correctly, the customers will often look forward to your newsletters or other content.
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Use the Services of An Agency
If you wish to practice email marketing, one of the better ways to go about it is to hire the services of a professional agency. There are many marketing agencies who can assist with email marketing. The agency will have an experienced team to take care of many aspects of the campaign.
Some Email Marketing Statistics Can Be Intriguing
Email marketing specialists rely on some intriguing stats to decide whether it is still an effective strategy. The first one is the universal number of email users across the globe. This is a staggering 3.8 billion and by 2022, this could reach 4.2 billion. Those advocating digital marketing through social media platforms may not be telling you that the median ROI is four times higher for email marketing than it is for social media marketing. According to another report, if you are trying to acquire new customers, the email marketing route is 40 times more effective than social media.
Speaking of the costs and the returns, this statistic claims that an email marketing campaign yields an ROI of 4,400%. In the US alone, $350 million is expected to be spent on email advertising and marketing this year. This will only grow in the coming years.
It will be clear to you now that emails should not be overlooked as a potential part of your digital marketing mix. These points should help you get the best returns from your email marketing campaigns.
If you have any questions about email marketing, please feel free to contact our team. We would be more than happy to help you get your emails set up or answer your questions. You can send us a message via the contact form at the end of this blog post.