Creating a Digital Marketing campaign is not the difficult part, but creating a complete strategy with tasks and goals that you can measure and stick to is a whole different thing.
Think of this: Each of your customers receives more than a hundred emails each day. That means, if you don’t take the time to create a good strategy, your campaign will get lost in crowded inboxes, or worse, be sent to the spam folder.
You can learn how to build an effective email marketing strategy and send emails that people actually want to read. If they already gave you their email address, you already have their attention, now you have to think about how to offer your services in the most attractive way possible.
Before we get into the things you should be doing to create a good Email Marketing strategy, let’s talk about what you shouldn’t be doing:
Sending a bunch of commercial emails with no reason is the perfect formula to get your audience bored and block your emails instantly. People that do this are the ones who play to obtain sales by the law of probability. “If I send 10,000 emails, some sale by force will fall.”.
Sacrificing Your Audience Trust:
If a person puts his personal email account into your website means that really cares about your product, dedicating minutes of their time reading the emails your business sends is really a vote of confidence.
Sending daily emails trying to force your audience to buy you something will get you blocked in no time.
The value of email marketing is that it is a tool that allows us to establish a genuine relationship with your subscribers in a simple way.
So, what steps should you follow to create a good Email Marketing campaign? Here in Charles Interactive, we’ll give you a few main tips:
Segment your subscriber list:
The more targeted your message, the better you can expect your results to be. That means you need to gather as much information and insight about your subscribers as possible. Let’s say you run a high street fashion store and are offering a half-price weekend in one of your branches. You want your subscribers who live near that branch to know about the offer, but it’s a pretty useless message for anyone that doesn’t live near the store in question. List segmentation lets you target the people that matter, with a message that matters.
Send Regular, Consistent Emails
We’ve already talked about SPAM and why it is the worst thing to do if you want to build a real Email Marketing campaign. However, the fear of being accused of spam is irrational if you are sending out emails to subscribers who have willingly joined your email list. So do not hesitate to send out regular emails to your list because doing so almost always results in a higher number of sales.
Remember that spamming is sending out an email to people who you do not share a relationship with, and who have not given you the permission to email them. You are not spamming when contacting your existing subscribers. When you are building and nurturing a list of loyal subscribers who open and read all your emails, you shouldn’t have any problems sending out weekly or daily emails to your list, and getting more sales.
Use A lot of White Space
Your prospects and customers are busy people. Even if they find the time to check your email, it’s obvious that you’re not the only company sending emails. Subscribers who open and read your email are telling you that they’re interested in what you’re offering. They’re giving you their attention, and you should make the most of it by making your emails scannable.
The structure of each of your email needs to have a lot of white space. In other words, you need to keep your paragraphs short, use subheadings, add bullet points wherever applicable along with any mentionable facts. That’s how you get the undivided attention of your prospects and increase your chances of converting them.
There will be times when you have to send a longer version of your article or a long sales pitch. In such a scenario, it makes sense to give a brief intro in the email and then direct them to your website with a “read more” link.
The email marketing tips that we discussed above may seem simple at first, but once applied, you will see positive results. Try to take a step by step approach to improving your email marketing. It won’t happen overnight, but it will get better if you take the right steps at the right time. Remember, your email marketing campaigns will turn profitable only if take care of the details, which make up the big picture.
If you are interested in building the perfect marketing campaign for your business, trust the experts! Don’t hesitate to contact us. Here in Charles Interactive, we’ll be happy to help.