Written by Paul Gardner |
Read time: 5 mins
Just like social media, email marketing is all about investment. That is to say, you’ll get out what you put into it. There are plenty of blog posts that will tell you, that you should be doing email marketing.
And according to Hubspot, 77% of consumers say that email is how they prefer to receive marketing communication from brands. So it’s not really a question of whether or not you should adopt email marketing. It’s about when you’re going to start making the most of email marketing.
But it’s not just a case of overloading your customers’ inboxes or signing yourself up to any old email software. Email marketing is something you need to invest in, both in terms of your time and money. It’s very easy to make your customers feel like they’re being spammed. What’s more difficult, and what’s worth taking the time to invest in, is putting together a strong strategy, curating and segmenting your mailing list and of course well designed, engaging content that will make your customers want to read, save and share.
To help you get started with your email marketing, we thought we’d put together some advice on how to develop your email marketing strategy. Here are our top five tips to a successful email campaign:
The key to all successful campaigns is strategy. It sounds like the most obvious thing in the world but before you even think about composing an email, you need to have a strategy behind you. At a top level, you need to define your audience and your objectives. You need to think about who you're reaching out to and what action you're hoping they'll take afterwards.
Good design builds trust. If your email marketing looks amateurish or unconsidered, your customers could end up assuming the same of your service. Or mistake your marketing for spam. Your email marketing should be designed to display your content in the most effective way. And it should be responsive. So no matter what device your customer is using, your content is always optimised and looks great.
Generic emails don't make your customers feel special. They just look like spam. Every campaign you send should be personalised to your customers. It doesn't take much, but using someone's name makes all the difference. You can take it even further by starting to segment your mailing list. This lets you target specific customers with content you know they'll probably be interested in.
Timing is everything and email is no different. What time you send your email is just as important as its content. You might have to do a little research to see when the optimal time to send emails is for your specific customers. But a little common sense can go a long way, like not sending emails last thing on a Friday afternoon. You don't want to end up at the bottom of someone's inbox.
If you can't track it, then how can you tell how well your campaigns are performing? Or how well your customers are responding? Analytics are a vital part of a successful email marketing strategy. For every email you send, you need to be able to analyse and evaluate its performance. Your analytics show how well your email marketing is engaging your customers means that you can continue to improve each campaign.
Want to learn more about how you can kick start your email marketing? Or how to create well-designed and effective campaigns? We offer a flexible, easy to use email marketing service and packages designed to suit businesses of all sizes.