5 Top Email Marketing Tips for Effective Campaigns
Are email marketing tips even relevant any more?
Well, yes. You may be surprised to learn that 81% of UK SMEs rely on email as their primary mode of customer engagement. Even more surprising are the 58% of millennials who say that they favour email over other channels for brand communications. It seems that every time email appears to have had its day, up pops another statistic claiming the exact opposite.
The simplest explanation for this is that email is still with us because it’s ubiquitous. If you’re using a digital device you’ve got email – even if you choose not to use it. And for many people it’s more trustworthy than FaceBook, Instagram or texting. It may take a while for people to get round to reading and responding to your email, but if they sign up for your newsletter or notifications, they’re likely as not going to open your mail to check out your offering.
1. Create an Email Mailing List
Creating a mailing list takes a bit of time but it’s well worth the effort. Bought list are now defunct and they always were a pretty poor investment. Create your subscriber list by asking visitors to your site, premises or social media channels if they’d like to receive emails from you. It’s important that you define what these emails will be, otherwise – why would they? 3 popular options are:
- Newsletters. 2 or 4 per year featuring a mixture of: company news, ‘our expert explains’ feature, employee of the month, product news and promotions, customer stories, charity events.
- Promotions. If your subscribers have told you what they want emails about, you can target them with specific promotions that appear to be tailor-made to their needs. Time-specific promotions focus attention, and allow for a follow up reminder.
- New Product Information. Subscribers have signed up in order to be part of your brand. You can make them feel valued by letting them know about new products or R&D before it goes public. Everyone likes to be ‘in the know’.
2. Manage Your Subscribers Carefully
Managing a subscriber list is a bit like creating a seating plan at a wedding. Those who signed up via Facebook may want something different from the LinkedIn crowd, who want nothing to do with the Instagram set. That’s an over-simplification, but your subscribers need to be carefully segmented and nurtured in different ways. The golden rule is not to send out generic emails – tailor them to the specific requirements of each group.
3. Plan Your Content
Your email campaign is part of your marketing strategy, so the goals of your content should be clear. As to the tone, think about who you’re writing to and how you want to engage them. Hard selling doesn’t work particularly well in emails. What does work is personalised content, delivered by a named person, with something of value they want to share.
4. Learn From Your Recipients
No matter how carefully you plan, you’re unlikely to ‘hit’ gold with your subscribers straight off. You may even be horribly disappointed to find out how many don’t even bother to open the email. DON’T TAKE IT PERSONALLY. This is how you learn what people want – and don’t want. Analyse responses by carefully, and keep refining what you’re doing. It takes time, but once you have people’s trust, they’ll stay with you.
5. Don’t Get Stuck in a Rut
We’ve all signed up for emails from an exciting new product or service, only to unsubscribe after 6 months or so has passed and notifications have become grindingly familiar. Maintaining an email list is a privilege. People are offering you their time, which is precious to them, so you need to respond in kind. Keep your emails current, high value, and a good read.
About Outsource Your Marketing
We run outsourced email marketing campaigns for SMEs that are too busy to do it themselves. We can set up your subscriber lists, run your campaigns, and provide detailed reports on the outcomes. Everything we do is about increasing your sales – and our track record is excellent. If you’re looking for a marketing strategy with a great ROI, Outsource Your Marketing will deliver.