Email marketing is a fantastic way for you to keep in touch with your customers, learn about them, and create a loyal relationship between the two of you. It can be planned so that your customers receive your message at a specific time and that message is delivered right into their personal space: their inboxes.
Not many other marketing activities are such good all-rounders. With social media, it’s based on luck whether your message is seen or lost into the abyss that is a homepage feed. Direct mail sent via post is very personal, but it’s hard to measure the results. And your website could be top dollar when it comes to content, but it’s the decision of your customer whether to visit it or not.
So how do you make sure you’re using this fantastic marketing tool to its full potential? I’ve written five tips below that I’ve found to be essential when it comes to effective email marketing campaigns.
The Objective Of Email Marketing: Relationship Building Not Spam
If you’ve just discovered the magic of email marketing, don’t get overly excited and blast a message to all of your customers. Email marketing has garnered a bad reputation from spammers: those who send irrelevant emails, or possibly even phishing emails to get your bank details, and those who send multiple emails a day – usually without having sought permission from you to send you information.
Don’t be a spammer. You can segment your customers into lists, which we’ll get into later. This allows you to tailor the content of your email to certain customers, rather than sending all of your customers every single thing you want to say or item you want to promote.
Also make sure the language of your emails comes across as professional but friendly. You want your customers to trust what you’re saying as well as generate a warm feeling toward your brand. The objective is to build a relationship with your customer and you won’t get this if your language is all about sales promotions and how great your company is. Focus instead on how your customer can benefit from buying from you.
The Power Of Data
A huge positive for email marketing is the ability to collect data and then use what you know about your customer to build a relationship with them. You only get this chance through direct marketing and email is a great tool since it’s quick and easy to use.
Initially, your customers give you their email address for you to send them information. This first step in the relationship is actually a huge leap, as it signifies that the customer wants to hear more from you. You can obtain a few more bits of information on sign up too, such as their age and gender. You can then use this to send them more relevant communications.
You can also use this data to personalize your emails. The most obvious way to do this would be to add the customer’s name into the subject line or introduction to catch their attention. But be careful about too much personalization, especially early on in the relationship. Customers are wary of spammers or of having their data shared across the internet. So sending a special offer for the customer’s birthday is perfectly fine, but displaying their age might just freak them out a little.
The Design And Message: It’s More Than Just A Pretty Template
Looks do count, but you need to put some thought into what you want your email to do. Go back to point one above and think about the objective of your email and then build this into the message. What action do you want your customers to take? Tell them!
You’ll need a good design and engaging copy to get their attention – this includes the subject line to get past the first hurdle of opening the email and the headline or “above the fold,” which is the space you first see upon opening the email without scrolling. But you also need to make sure the main body of the message tells them what to do next. You can even do this visually with a call-to-action button.
This could be a link to a page containing your sales products, a landing page explaining further details about your service, or a blog post updating customers on the latest news. Just make sure that your customers know that you’ve sent them this email to encourage them to visit the page and that the page is relevant to your email. Overall, it needs to be a tailored piece of communication, rather than just throwing out some information in the hope that your customers will visit your website.
A couple of other design points include adding your social media links so that your customers can share your message, which is great for reaching more prospects. It also gives your customers the chance to build your relationship further if they choose to on another platform.
Also, make sure your email includes a message to add the “from” email address to their safe senders list to avoid it jumping into the spam box. And of course, you’ll need an unsubscribe option. This is legal but it also makes it clear to your customers that they’re in this relationship through their own choosing.
Article Source is http://www.elegantthemes.com
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