There are many ways to market your business, but a well-considered email campaign is the most effective – if done right.
Why bother with an email campaign?
If you don’t think an email campaign strategy is your thing, you may be doing your business a disservice.
For better or for worse, they are a necessary tool for any business growth.
As a part of digital marketing, an email campaign strategy can bring a great deal to your business, with every action having the ability to affect your bottom line.
As a business, you have the opportunity to create relationships with your customers and like all relationships, some time and care must go into them for a worthy end result.
So how can carefully crafted email campaigns exponentially grow your business?
Let’s look at some of the ways.
Why Crafted Email Campaigns Grow Your Business
They Build Trust
It may seem like a strange claim, but emails are a good way to get back the trust that customers may have lost. Spam email has taken its toll on business in the past, and it can often be difficult to regain the customers’ belief in business and the messages it sends.
The main thing to be aware of when winning back an audience is that your messaging needs to be consistent and real.
Use the same language and don’t swap between colors and font types. If customers don’t recognize you straight away, they won’t open your emails. Encourage feedback and allow your recipients to contact you. Naturally, make sure you have correct and updated contact details.
What can trust do?
When all is said and done it is the trust you have spent time building that can transfer into repeat business.
Keeps You Engaged
People always want to stay informed and updated on their preferred brands and services and email marketing is one of the best ways to stay engaged with that audience. But it doesn’t end with a simple email once in a while. We are dealing with consumers – real people with thoughts and fears, and experiences over years of buying.
What do they want? A connection. Treat them like you would want to be treated as a consumer. Amuse them with your emails, use language that is conversational and, has content that is relevant to them.
What happens if they feel a connection? They might just start looking forward to receiving your emails instead of hitting delete, or worse, unsubscribing. Ouch!
For Convenience Sake
Time is money. A well thought out email saves people time. With one simple click you can take them straight to the page or product of interest.
It’s all there in front of them, without the need to trawl through pages and pages on your site.
Today’s digital marketing needs to be smarter, faster, stronger, and much more intuitive on customer needs, as well as their wants.
Test and Track Results
Email campaigns created well allow you to track how people are responding to each email sent out. Does yours translate to sales? Are people clicking on any links within the email, or are they a miss rather than a hit.
Measuring is easy through metrics such as click rates, open throughs, and any registrations you may get from any email campaign.
Consider these as some of the best tracking indicators.
- Open Rates
The amount of people opening your email is the first point of call. If recipients aren’t opening your email you have little chance of impactAnd what makes decent open rates? An eye-catching subject line.
- Click Throughs
Recipients of your emails will have the option to click through in any links provided. Generally less people click through than open emails, but if your message is enticing enough, you may see parity.
- Conversion Rate
This is the brass ring all businesses strive for. Any email campaign strategy’s endgame is to have your recipients take some form of action based on your message. The goal may be to make a purchase, to enter a competition to win worthy prizes or to simply leave a review on a purchased product for others to see.
If things don’t appear to be working, you can always change things up.
Email campaigns and the strategy behind them don’t have to remain the same. If they are looking a bit stagnant, make them a bit more appealing or exciting to your target audience.
Why should you track results?
Without a form of tracking a business will never know how a campaign is progressing, or the true measure of its success at the end of the campaign.
Do You Have a Checklist?
It’s a good idea to have a foundation to fall back on if your business is not seeing expected results. The main areas are content, message, and marketing.
Of course, there are other points for consideration that can be on your checklist, but it’s the fundamentals that turn an ordinary email campaign into a great one. Sometimes it is the simple things that create the most impact.
- Check the content for spelling and grammatical errors. What people want to see is short and sweet, clutter-free content. Remember people are time-poor and will bypass anything that looks like it could take a while to read, let alone digest.
Check and double check that the links in your email are working, and do not lead customers to the email link abyss.
- Make messaging memorable. Excite, engage. Make the recipient feel like you’re only speaking to them. To the point messaging with no distracting banners or amateurish language will always win.
If you are offering a promotional item, make certain the goods are available and in stock. This is such a simple point, but many businesses have sent out emails with products only available in one size, or one color. This will annoy any new customers, and disappoint existing ones. Businesses should never make promises they can’t keep.
- Target specifically to those who will be interested. If this sounds like a basic principle that’s because it is. There’s no use in spending effort on a 300-recipient campaign when only a third of them (or less) have ever purchased or shown any interest at all in what you have to offer.
With over half the world’s population currently using email, it makes sense that this is an extremely powerful vehicle for business messaging.
Email strategy is so important for business, that it is considered to be on the same level as customer satisfaction, and social media presence. Who knew this simple business tool would be used to send over 293 billion (yes, with a B) emails per day, and growing.
Want to get more out of your email campaigns? If you’re not getting the results you hoped for, contact us. We will partner with you to have your email strategy back on track.