Despite the rising influence of social media in sales, email marketing is just as relevant as ever. But in order to maximise the effectiveness of your email marketing campaigns, you should ensure that you always follow these five steps.
1. Focus on your target audience
Before beginning to prepare an email marketing campaign, you need to identify your target customers and find out which messages are most likely to resonate with them.
A good understanding of your target audiences’ preferences and requirements will enable you to create content and develop a demand for your product. This will help you turn prospects into customers.
Use market research to determine the issues your target customers are facing. Reach out to your customers on social media. Tailor your email marketing messages to the information you find out.
2. Give your target customers value
Anyone likely to engage with your communications is going to want a clear idea of what’s in it for them. That means that you need to have a clear idea of exactly what you can offer, and what you want your email campaign to achieve.
If you’re trying to convert leads into customers, your content must convey value and real information from the very beginning. What are your customers asking you? What conversations are taking place on professional forums?
Seek to offer your target customers solutions to their problems, and they’ll be far more inclined to engage.
3. Include a concise and simple call-to-action (CTA)
What do you want your target customers to do next? Do you want them to sign up to a newsletter? Are you offering customers a free trial? Are you offering a free gift in exchange for signing up for more information?
Your call to action should not be more than two sentences, and it should be very clear what the next step is. In most cases, a CTA should be positioned near the end of an email. It’s therefore important not to overload the rest of your email with content – you don’t want to distract from the CTA.
4. Make your emails eye-catching
An eye-catching marketing email starts with the subject line, as this is usually the first thing recipients will see. Don’t make it salesy, and avoid using exclamation marks and capital letters. Your subject line – just like your content – should offer value, and it certainly shouldn’t ‘shout’ at people.
The content of your email should include lots of white space, sub-headings and bullet points. Also, always concentrate on the benefits your products or services offer to customers – leave the detail for another time.
5. Track, analyse and modify
It’s important to track the number of times your emails are opened, and how often they lead people to your site, newsletter or sign-up form. Email marketing software can track all of the important information and display it in easy-to-read formats.
Experiment with content, tone, structure and calls-to-action – then track click-through rates to ascertain which approach works best with your target customers.
Email marketing is still as relevant today as it was a decade ago – but it must be executed properly if it is to deliver results. Contact Flowbird to find out more about how we can help you make the most of your email marketing.
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