The Not-So-Secret Tips to Email Marketing
In many ways, email was the first digitized social experience. It brought people together in conversation over shared interests, spanned the globe, and probably even ignited a few romantic encounters. We don’t hear very much about the importance of email and its humble beginnings these days. But email is something that almost everyone interacts with on a daily basis.
An email has shifted its importance with the development of so many social apps that vie for our attention. But email is still a primary source of communication regarding new clients. The degree of success in which a business uses email to connect with its audience depends on its email campaign strategy.
1. WHAT IS YOUR BUSINESS GOAL?
The first step in creating your perfect email campaign is to create a few business goals. The campaign will need to reflect what the company is trying to achieve, whether it is getting more social followers or more revenue. It is important to recognize that while social media platforms are ideal for building your email audience, email is useful for communicating with people who are already familiar with the company.
Some potential business goals to think about:
- Brand and Business Awareness
- New Product Awareness
- New Reasons for Company Loyalty
- Driving Traffic
2. CREATING A STRATEGY: WHAT YOU WILL NEED
When first starting out, it’s nice to take existing content from the business website, social media, or blog and repurpose it for the email. People sign up for business emails when they already have an interest in the company. Starting with the basics provides useful information for this group. Writing these email campaigns also requires consistency. To keep our emails reliable and ensure that new content goes out regularly, we at Creative Juice make Social Media Calendars. These calendars tell us when new content needs to be created for each email and the dates the campaign will be sent out.
3. TYPES OF EMAIL CAMPAIGNS TO CONSIDER
There are three types of campaigns that a business can use.
General email campaigns are most effective when your list of recipients is small (500-1000 people). Because the audience is small, you can provide general information about the company in the email. You might want to tell them about why you started your business, where to find your services, or what you are offering.
Targeted email campaigns look at the specific recipients on the overall list. These email recipients are split into groups of people who show interest in a company for different reasons. Targeted emails allow the business to cater to their message to these individuals. There are many different ways to segment your list.
Some options include:
- Previous messages received
Automated emails are messages that go out to multiple people at different times. Examples of this are welcome messages, birthday messages, business notifications, and holiday messages.
4. COMMON PITFALLS
There is a lot to consider when communicating with a business audience. After all, this communication is a reflection of your company. Hopefully, the basics have been checked, the links all work, the images show up with different email clients, and someone has proofread the content. But there are logistical things to consider as well. ESP and CAN-SPAM laws require businesses to discontinue sending emails to those who have unsubscribed. Keeping an updated list of your email recipients is essential.
The important thing to remember about email campaigning is that it is incredibly effective. It is a relevant source to communicate with the people that are already engaged and interested in your business. It is an easy way to remain in the back of their minds. As Jordie Van Rijn said, “signing up for an email is a powerful signal of intent to buy. Send your audience emails until they do”.