You might wonder what the difference between email marketing is and all your other digital marketing activities, well it’s simple with email marketing you are going directly to them. Email marketing has many benefits and I would recommend it highly for consumer to consumer marketing and business to business marketing. It allows you to tailor your message relevant to your specific customer based on their product usage or even demographic location etc. It’s immediate which allows for shorter lead times, it gives you the ability to test and refine so you can ensure optimal results through continuous improvement. It also allows you to measure results, it has unlimited distribution globally and it is also very cost effective. Email marketing leads to increased sales as it allows you to cross sell a product based on their previous purchases. It can also increase your customer loyalty. However it is very important to note that you should not spam your customers.
In order to avoid coming across as span when emailing current and potential customers is buying a list, over sending email and also over selling. You should try to become a trusted brand that provides free expertise or advice. It was found that 95%-98% of visitors to your website do not convert straight away into a sale, so what this means is that you must incentivizes visitors to provide an email address by providing something of value, so you can keep your product top of mind when they are ready to make a purchase.
How to Build Your List
If you don’t already have a list, build one based on your knowledge of existing customers. Add the profile details such as products purchased gender and maybe even their job title. If you own a retail store such as a restaurant you can run a competition and ask for their email addresses to enter e.g. win a meal for two. You need to incentives your potential customers to sign-up to your email newsletter through offering them free advice or tips such as free eBooks and make sure you make it clearly visible for e.g. 100% Free or Grab Your Free Copy Now. You need to ensure you clean your email list regularly and remember you want quality email addresses not quantity. Make sure you lose the bad data for example emails that bounce need to be deleted or corrected. You need to make it easy for customers to sign up to your newsletter through a web signup form and through a button on your social media to sign up. Make sure your sign up form easiest too long and complicated, you should also ask what type of information they want to be sent.
Key Measurement Metrics
To make sure your email marketing campaign is a success you need to measure key metrics such as the delivery rate, open rate, click through rate, subscribers, unsubscribe, sales (Google Analytics can tell you exactly how many people bought through your email campaign), enquiries, gross revenue and return on investment.
Deliverability is a critical component to email marketing so this means you should choose to use a reputable email marketing services. You should not use your own email account such as Gmail or Microsoft office as there is a limit to the amount of emails you can send per hour, there’s no design elements, no measurements elements and also there is no ability for people to easily unsubscribe for the newsletter. A great tool I love to use is MailChimp as it allows you to send 12,000 free emails per month and there are also excellent video tutorials on how to do every aspect.
To increase your open rate you should test from field to see if there is more of an open rate from your personal name or your company name. In the subject field you need to make sure you write a compelling subject line that will encourage people to open the email. You need to try and arouse their curiosity of the reader. The content in the emails is VERY important as you need to ensure the information is valuable to the reader and make it all about the reader.
That’s all the information you need to set up your own email marketing campaign, if you need more details, please don’t hesitate to call us.
Watch this quick video on some email marketing tips