Contrary to popular belief, email marketing is very much alive. However, for this digital marketing approach to render results, it’s very important that you abide by the rules. In case you didn’t know this already, the amount of emails account for 3 times more than Twitter and Facebook accounts combined. Savvy marketers already know that email renders the highest ROI on all marketing channels. The most common use of email is to drive sales and boost revenue. Have a look below and assess that steps that must be taken to make sure that your email marketing campaign renders the best results.
Make your emails easy to subscribe
How easy are your emails to scan through? If you feel that things are not going in the right direction, you should rethink your strategy. Start by posting a sign-up form on your blog, website homepage or Facebook page, or anywhere your target audience spends the most time. Next, start collecting names and birth dates; this way, you can start sending freebies and special offers to your customers. Another approach might be to invite readers to join your group. However, don’t be too persistent. Frequent emails compel your audience to back up.
Inform subscribers about your plans
Whether your plans are to send your audience company updates, weekly tips, newsletters or e-commerce sales, it’s fundamental that you inform readers what they should expect from you; as well as how often. When you are letting prospects and customers about your plans, be sure to include as much relevant information as possible when crafting your sign-up form. Let them choose, and don’t pressure them to be on your list.
Welcome emails do wonders
Welcome emails are more than recommended when using email as a core digital marketing strategy. It’s nice to send them reminders, and tell them why they subscribed. Find smart ways to reassure them that they’re safe with you; and that you have useful things to offer them. Every now and then, send them special offers to re-engage them. Exclusive content is equally important. It’s a great way to showcase your appreciation. If your strategy is to engage them with sign-up forms, keep them brief and to the point. Don’t ask for information that might seem inappropriate.
Focus on newsletters that are directly linked to your brand mission
It’s very important that you craft emails that match with your brand mission. Your campaign must have both the feel and look of what you’re offering customers. Automation tools are more than recommended. But you shouldn’t lose focus. If you’re using a general template, that template must be personalized; so that it conveys the right message to the right people. Use colors you have on your website; add a small company logo, and clearly state your brand mission. Don’t overlook the content; it should be directly related to your goals, vision, and website content.
Don’t underestimate your customers. Most of them are busy people who probably get lots of emails on a daily basis. Don’t assume their attention is targeted at you; because you can’t be sure of that. What you can do is make your email content as easy to scan as possible. Your content should be broken into short paragraphs; headlines should convey a crystal-clear message, and to spice things up you are encouraged to use visuals (e.g. images, infographics, videos).
You could include a small teaser at the top. Let subscribers know from the very beginning what’s in store. Long articles can work just fine, provided that you add a “read more” link; this way, if there are people that want to know more, they can just click and be redirected to your website. Customers love freebies, so why not take the opportunity to pique their interest?
Don’t assume customers are that difficult to engage. Be original and use membership card printing or make use of offers they can’t refuse. Keep in mind your goal: to keep around for years to come. The more original your content email is the better chances you have to exceed their expectations. Happy customers are all you need to see an increase in ROI.