Top 5 Email Marketing Tips
A well-planned and executed email marketing campaign is an extremely cost-effective way of reaching your target audience. Here are five simple yet very effective steps to help you plan your next email marketing campaign.
1. What are you campaigning for?
If your marketing campaign is to be a success, it’s essential that you’re clear about your objectives right from the start. Ask yourself, what’s the reason for the campaign? Are you hoping to attract new customers, to get extra business, or to develop your relationship with your existing clients and live prospects?
Once you’ve fixed a definite end-goal for your campaign, you’ll be able to decide who should receive the emails. You need a clear picture of who you will be targeting, what their interests are and why they would be interested to hear from your company. How often will you need to send emails to these people? Once a month is usually about right – more frequently and your emails will become annoying; less often and you may be forgotten.
2. Compile your mailing list.
Be wary of collecting the email addresses of people who don’t have an existing relationship with your company. If you’re contacting people on anything other than generic business addresses (i.e. info@), then you must have their consent before you add them to your mailing list. It can be all too easy to end up on the wrong side of the law and find yourself in hot water.
It’s important that you know the origins of a bought or rented email address. Bear in mind that these lists are not always good for your company’s reputation because the users you are mailing don’t know you or your business. The last thing you want is to get a reputation as a spammer.
3. Decide what software to use.
It’s a good idea to use a piece of software that is specifically designed to facilitate email marketing campaigns, rather than your own email package.
Specialist software will allow you to augment your messages with sophisticated graphics, you can manage your unsubscribes more easily, and you can also get statistical information on how many people have actually opened the emails, clicked on links etc. This information is helpful when you come to formulate future campaigns.
4. Decide the content of your initial message.
The first email message of your campaign is the one that counts the most so getting it right is crucial.
Think of a title that will grab the recipient’s attention and encourage them to click on it. Make the content compelling. Include fascinating articles, useful information or great product offer, depending on the aim of your campaign.
Teaser paragraphs are a useful and effective tactic. These will encourage readers to visit your website in order to view the full article. Your site analytics will tell you whether your visitors simply bounced or spent time reading your content and perhaps even submitting an inquiry or an order.
5. Give your email a visual impact.
Make sure your emails are laid out professionally with eye-catching graphics, spaced out paragraphs and easy to read font. Large blocks of dense text are off-putting and may discourage readers from persevering with your email. Don’t forget to include links to your related articles on your website.
Graphics are great but don’t go overboard. Too many images can mean that it takes forever for the email to load meaning that some people will lose patience and just delete it before it even opens. Compress your image files as much as possible to speed things up and keep images relevant.
There’s no doubt that an effective email marketing campaign has a place in your digital marketing armory. Use these tips to make sure your campaign is a success, and watch your business go from strength to strength.
Image source: netregistry.com.au
About Alison Page
Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk