Email marketing has long been the tried and true method of getting information to a large audience. People used it for online marketing even way back when Al Gore “created” the Internet. Why? First, because it’s free. Add to that, many people have multiple email accounts. There are over 3x more accounts linked to an email service than the combined users of Twitter and Facebook.
With email marketing, you’ll get a larger chunk of customers clicking through to see your information.
Email drives sales. Period.
A metric is a way to measure results. What are your goals? What will you accomplish from your email marketing plan that will cause you to conclude it’s a success? Your metrics will determine if you continue with current plan, stop it completely, or change it up to try something else. The best way to determine your metrics is to look at your other marketing goals. An email plan is not a marketing program for just throwing darts blindfolded and hoping for the best.
People can scroll through web pages or click away without ever reading what you want them to. Sure, they can also delete an email. But you can make the subject line of an email personalized and engaging. Use names where you can.
“Kaitlin, only 3 days left to get 50% off shoes!”
“David, 9 out of 10 Americans answer this question wrong.”
Your goal is to make people open the email.
The Dreaded Email List
To begin building your email marketing campaign, you need to start compiling a list of people to send your marketing to. Dozens of ways exist to create these lists; however, the one you pick must be determined by your metrics. If you’re selling baby products, for instance, you won’t create a list of emails for people 50+. Import your current customer list or build a new list through a website call-to-action.
Choose Your Campaign
These are the most common email campaigns because they’re tried and true winners:
- Newsletter: One tidy email sends out your latest news, products, services and developments. Be sure there are call-to-action links inside it each time. Prominently display links for signing up to your newsletter email list in your website, apps, and communications.
- An Offer: This is the most popular of campaigns. Provide an offer that customers can’t refuse or that makes them think they’re missing a limited opportunity if they don’t get in now.
- Announcement: Simply provide the subscriber with information about something new and amazing.
- Invite: Entice a subscriber to join or attend something new for an event, product, service, site, app, you name it. It’s like an electronic poster ad.
The groundwork for your email marketing is set. Now, it’s time create it and launch. Keep these items in mind:
- Easy to read. Do overload with text. Don’t use crazy fonts. Don’t bury your lead in subtext. Keep it snappy, positive, easy.
- Make it Relevant. Target a campaign to give it the best chance to work for everyone. If necessary, create multiple lists (different demographics) and adjust your campaigns to fit those lists.
- Sell the Click. Subject line is not about convincing people to buy. It’s about convincing them to click. In that subject line you have to sell the click, not the product.
- Easy Follow Through. You want to convert browsers into buyers – make it simple and make it stand out.
Then choose a decent tool to track your metrics such as Google Analytics.
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