Email has been around for what seems like forever and it is a valuable resource for businesses today. Have you incorporated email into your marketing plan? If not, I hope this guide will encourage you to do so. 81% of B2B marketers say their most used form of content marketing is email newsletters. With social media algorithms constantly changing and platforms coming and going, email marketing is the most reliable way to stay in touch with your audience.
Build Your Email Subscriber List
It is a win for your business when someone takes the intentional step to hit the subscribe button on your mailing list. If you already have a long list of emails for clients and prospects, you should never stop adding to it. You should always be thinking of ways to entice more people within your target market to subscribe to your email list.
Some ways that you can entice people to subscribe include:
- Doing an email series
- Providing freebies (i.e. white pages, checklists, e-books, etc.)
- Free Downloads
- Discounts on products
- Update lists for new products and services
- Include an opt-in form on your business website
When you use any of these freebies listed above, you can generate more leads for your business and continue to grow your email list. Since people are often skeptical about signing up for newsletters and do not want to get bombarded with emails, lead magnets are the perfect “bribe” for customers to give you their information. Your lead magnet should be interesting and highly specific for your visitors.
Create Email Marketing Objectives
What do you hope to achieve through your email marketing efforts? One of the main goals for email marketing is to keep your readers informed. Email marketing creates a direct line to your audience and can keep them up to date with everything that is happening within your business.
Some other email marketing objectives that you could have include:
- Building brand awareness
- Generating sales leads
- Gaining web traffic
Once you have decided on your goals and objectives for your email campaign, you will be able to track KPI’s (key performance indicators) to measure how effective your email campaigns are. This can be done by tracking your open rates for emails, tracking page views on your website, and totaling how many sales you have made. Setting objectives is important as it keeps your focus on the end goal and allows you to track your email campaign progress along the way.
Personalize Your Email Marketing
Your subscribers have hundreds of emails flying into their inbox daily. How are you going to make sure your prospects will open your emails?
It is important to always include the individual’s name in the email. This immediately stands out to your subscriber when they open the email and see their name on the first line. However, personalization is more than just the name. You also need to think about what content they may want to see in the emails and plan ahead for when you will send them the email.
You have to do research on your target market to find out what times they are checking their emails, what they find valuable, and how often you should be sending new campaigns. It is important to have your target consumer in mind when writing these emails.
Personalization is key to keeping your customers engaged and enhancing your email marketing campaigns. You cannot just use the ‘fire hose method’ and try to reach everyone at one time while sending multiple emails out. You need to use your data that you have on your customers from how they signed up, where they are located, whether they have made a purchase or not, etc. So, before you send out mass emails, try to plan ahead and be thoughtful about the purpose of the email and how you want the email recipient to respond to it.
Include a Call-To-Action in Your Emails
Within your emails, you always want to include a call to action for your subscribers. This is when you ask yourself, how do you want the email recipient to respond? Do you want them to purchase an item, visit your website, refer a friend, provide feedback on a product? A call to action is a phrase that is used to encourage an immediate response or an immediate sale from your audience.
When writing a call to action within an email, you need to think outside of the box and write multiple CTA’s. Each of the CTAs in your email should trigger a different emotion in your reader. Instead of using “sign up” or “click here,” think of short phrases that fit with your brand.
For example, the brand Green Chef, uses a button in their emails that says, “let’s cook”.” These unique phrases will draw in your audience as the CTA should apply to your specific brand.
What Email Marketing Platform Should I Use? There are many email marketing platforms on the internet that you can utilize. I have listed a few below with short descriptions of the software.
Mailchimp – A great basic software to start out with for creating newsletters and you can have up to 2,000 subscribers for the free version.
HubSpot – Best for scalable email marketing automation and it is a CRM platform as well.
Mailerlite – Offers a free plan for up to 1,000 subscribers, but even the other plans are cheaper than the other platforms. A simple interface that is great for new and advanced users alike.
ConvertKit – More expensive than other options but has more features for creating funnels and tags.
This is only a handful of the email platforms that are available for marketing. It is important to try a few and see what works best for you and your audience. If you are only planning on sending an email out two times a month, you may want to take advantage of the free platforms. However, if you want to step up your email marketing methods and create cohesive campaigns that you can automate, you should spend the money to get the most bang for your buck.
Email marketing is not going away anytime soon, and you should take advantage of utilizing email to reach your audience and customer base. If this marketing method seems daunting for you, do not worry! Our staff here at Bolster can guide you and assist you with our expertise on email marketing best practices.
Please visit our services tab to find out what we can do to bolster your email marketing efforts and meet your marketing objectives.