You know that email marketing is still a viable and sensible way for businesses to campaign and promote themselves. The only problem is that an email marketing campaign that is carried out wrongly or inefficiently may actually cause more damage in the long run. This is why some firms decide not to bother with an email marketing campaign but it doesn’t have to be this way. There is an opportunity for businesses to conduct a successful email marketing campaign if they follow simple steps and put a proper plan in place.
Begin by defining who will read the email
While you need to know about your own business and what you want to achieve, there is a lot to be said for thinking about your audience. Once you know who your audience is, it will be a lot easier to reach out to them and provide them with content or promotional material is relevant to them.
If you don’t have an email list currently in place, review the demographics and information of your current customer base. If you do have an email list in place, check out where they signed up. If they signed up at a trade show or a specific fair, you are likely to have a very neat and niche market to reach out to. If your email list subscribers have come from a variety of different places, you may have a wider range of people to reach out to. This isn’t a bad thing, diversity is good for a business, but you want to look into being able to narrow down your email list into smaller segments so you can reach out to them in the best possible manner. A generic email will often miss the spot but this is where being able to reach out more effectively to people will increase the likelihood of achieving success with your email marketing campaign.
Consider the content
Know that you know who are you are writing for, you need to think about why you are writing to them and what they want to know from you. Obviously you will be looking to promote your business and include a call to action in every email but there are many different ways you can reach out and communicate to clients.
Depending on your business and the image you want to portray will be important when weighing up the content you deliver. If your business has a fun image and a young audience, being cheeky and irrelevant, alongside offering a call to action, can be of great benefit. If you offer a serious product and your audience is looking for information and guidance, a formal content style is likely to be of most benefit. This follows on neatly from defining your audience and you can see how the audience you have is crucial in being able to create the best form of content.
You should also be aware of the fact that email marketing software allows you to use video content, images and a lot of other forms of advanced ways to communicate and impress your clients.
When looking to create content, there are some important things to bear in mind:
- Your customers should be treated like VIPs
- Make sure everything you send is relevant and has a point
- Let the personality and image of your brand come to the fore in the email
- Be short and to the point
- Look around and be influenced by other companies and providers
When you have your content in place, and you should have a plan for a few emails, not just one, you can think about your scheduling for sending emails.
Develop a schedule
Even if you don’t think you need or will benefit from a regular schedule like a weekly or fortnightly email service, it can be of benefit to create a plan and schedule that keeps your emails on track. This is where the services provided by an email software provider like Wizemail may be of great benefit. This style of service allows you to create content and then have it positioned to be sent to your email list at set points or at specific times and terms. This means you can use your quiet time effectively and will ensure that even if you are busy at the time you want to communicate and connect with clients, you will be able to have your emails in place and ready to go.
My name is Nicola and I have interests in health & fitness, technology and family matters.