Email is one of the more established forms of modern communication and still reigns supreme in terms of usage. It was first used for marketing purposes back as far as 1978, a few years after its invention. Today, this technology has become part and parcel of every modern company’s marketing strategy.
Although the steps involved in this form of advertisement are pretty straightforward, many businesses still fail to get it right. So, how can you make sure that you run a successful email marketing campaign? Read on to learn more!
What is email marketing?
Email marketing is basically the use of email communication technology to advertise a company’s products and services. Through this process, marketers are able to initiate and build meaningful relationships with potential clients. Email marketing can come in many forms, such as company newsletters and promotional messages. (3)
One of the best things about email marketing is the fact that you can integrate it with any business operations management software you might be using. For instance, if you’re running a residential cleaning business, service delivery programs like Jobber, allow you to set up automatic follow-up emails and appointment reminders to keep your customers engaged.
So, how can you use this method to successfully push your brand to the public? Here are some of the most useful tips to consider:
1. Create meaningful content
The success of any digital marketing strategy is highly dependent on the content shared, and the same applies to email marketing. Whatever you write in those promotional emails should be relevant to the recipient. Many companies have a culture of sending welcome emails to new customers after their first sign-up. It’s also common in the modern business environment to use birthday greetings and purchase follow-ups to market products and services through email communication. (2) If you choose to do the same, it’s imperative that you make your messages as personalized as possible and send them in a timely manner.
For instance, you should ensure that follow-up messages are sent within 24 hours for them to remain meaningful to the recipient. Remember, a customer will be more open to emails that suggest new products or services based on their previous purchases than those items that aren’t targeted to their lifestyle and interests.
2. Remain up-to-date with modern trends
With ever-changing technology, new trends and tactics are being introduced constantly. It’s imperative that you keep up to date with new email marketing trends to ensure you remain competitive in your field. Remember, a successful campaign is measured by the number of potential customers converted, and that can be done effectively by employing modern techniques.
Email marketing software has made executing campaigns far easier and faster than ever before. Manual and recurring tasks are a thing of the past. Technology can save you a lot of time and allow you to focus on bigger important tasks rather than concentrating on the smaller recurring ones. For instance, reliable software will enable you to send out any number of emails without the need to countercheck each one for grammar and spelling errors.
Another feature that has become popular is discount codes. If you’re not sending out such offers already, it’s time to use them as a source of encouragement to your current customers. However, in doing so, it’s important that you make sure the codes sent to your clients are personalized and match their interests. They should also align with your goals as a business. For example, if you’re looking to promote a new service, the discounts should be geared towards popularizing that particular service.
3. Don’t spam the customer’s inbox
Personalized and timely emails can work magic on your marketing strategies. However, that doesn’t mean you should be sending them every now and then. One thing that can make or break your marketing campaign is the frequency of the emails. There’s no right or wrong when it comes to this because engaged customers might be happy to receive multiple emails, whereas others might not. So, how do you determine the optimum email frequency?
Testing is the best way to go about this. There’s no one-frequency-fits-all when it comes to email marketing. As such, carrying out various tests will help determine how many emails are enough within a given period based on the current subscriber lists.
The procedure here includes determining your hypotheses, choosing sample size, establishing the reference baseline metrics, scheduling your tests, and analyzing the results. Going through this process might be time-consuming but it’s crucial because it’ll help you avoid losing your customers. Once you’ve done enough research to get a better understanding of what will work, you can go ahead and create an email list then start scheduling emails based on the recipients’ favorable frequencies. (4)
4. Focus on one objective
Every business has a myriad of goals that need to be met within a certain period. However, trying to accomplish all these missions with one email marketing strategy can work against you. Rather than killing two birds with one stone, it’s recommended that you launch different campaigns for each specific mission. (1)
One advantage of doing this is the fact that your audience will understand exactly what you’re selling them without any confusion that might arise when you try working on two missions at the same time. It’ll also make it easier for you to track your email marketing progress and make the necessary changes if needed.
Email communication is one of the most common marketing techniques used today. But despite its popularity, many businesses still struggle to get the desired results when using it. If you’re looking to improve your email marketing performance, it’s important that you start creating meaningful content to share with your target audience.
Additionally, make sure you determine the best email frequency, so you don’t spam your recipients inboxes. It’s also recommended that you employ modern techniques and move with the current trends so you can remain competitive in the market.
- “A Beginner’s Guide To Email Marketing”, Source: https://neilpatel.com/blog/beginners-guide-email-marketing/
- “How To Implement An Effective Email Marketing Strategy”, Source: https://www.forbes.com/sites/forbesbusinesscouncil/2021/03/29/how-to-implement-an-effective-email-marketing-strategy/?sh=1c7bff82b816
- “What Is Email Marketing”, Source: https://www.thebalancesmb.com/email-marketing-2948346
- “The 5-Step Test to Determine Optimal Email Frequency”, Source: https://blog.hubspot.com/blog/tabid/6307/bid/30302/the-5-step-test-to-determine-optimal-email-frequency.aspx