In an increasingly evolving digital world, it is no longer news that the way we do things is changing. Online and social media ads are now so prevalent, millions are being poured by businesses to make sure customers feel their online presence. After all, the average person spends 144 minutes on social media per day according to research done by Statista.
However, despite the prominence of social media ads, business owners still prefer to communicate and build meaningful relationships with their customers and potential clients through cold email outreach. Don't miss out on a significant opportunity of promoting and communicating with your clearly defined, target market audience.
What is Email Marketing, and why do you need it?
In its core, email marketing is the use of email to communicate to your target market. It is an effective and efficient way to build profitable long-term relationships with your clients, both existing and new.
Through email marketing, you will be able to personalize your messages based on the purpose of sending them.
It is one way to communicate and nurture your relationship with them throughout their customer lifecycle. Don't just sell and leave them. You will also have several opportunities to guide them to repurchase and even refer you to other customers.
Let's get started! Steps for an effective Email Marketing campaign
Like most activities, your business will engage in; your email marketing should have goals and standards set before moving forward.
- Identify the purpose of the email first. Do you want your existing clients to repurchase? Do you want new customers to purchase a specific product from your store? Knowing what you want to happen at the end of the campaign is essential and is how you will measure its success and improve in lacking areas.
- Personalize the content of your email. Set out the tone of your message, and make sure it is in line with your brand's identity. It would be weird seeing an email from Monster Energy Drink, a brand known for its wild and robust brand image, with a friendly, caring, mother-like tone and voice.
- Segment your target audience properly. What is the age bracket of your target audience? What is their income range? Are your target audience single or married? Know who you're sending your emails to by clearly defining their demographics.
Select your business' email service provider
An email service provider (ESP) is where you'll set-up, design, launch, and track the milestones of your email campaign.
Through ESPs, you can also automate sending emails. Most ESPs also have an updated report regarding the performance of your campaign. Sending emails this way will be more sustainable as it saves you time and other resources.
On top of that, ESP emails are more professional looking than just Yahoo and Gmail email addresses.
Create your email address
Names and domains have a significant impact on how your business will be perceived. Choose a name that represents your business name. A good email address is catchy and easy to remember.
It also helps that your email address is recognizable. This way, your emails have higher chances of getting read by your customers.
Set-up a lead magnet
Once you've created your email address, you need to create the contact list of your target audience. Start with the data you currently have - from a written hard copy of customer data to social media pages.
To further expand your contact list, you should set-up a lead magnet. The simplest way to do this is by offering freebies to potential clients in exchange for their information.
Coupons are one way to do this. You can offer discounts to your shop for first-time customers who will register with their email addresses. Make sure your lead magnets are fitted to your target market to maintain quality leads.
A lead magnet is also another way to keep your prospects list fresh, so you don't run out of potential clients.
Another way to supplement this is by creating a sign-up form. Make it visible in all of your online platforms - social media accounts, websites, etc. Avoid fall-offs by making your sign-up form simple where your clients can give their information in a few clicks.
Create email templates
Your email, much like all your marketing materials, should represent your brand well. Make sure your templates' designs are in harmony with your brand's personality.
Your logo should be visible; font styles and colors used are representative of your brand. The overall feel of the email should make your customers relate it to your brand at first glance.
Each copy of your email should be short, precise, and easily understandable. Make your customers feel that your email is worth spending a few minutes reading. You can use bullet-point lists and emphasize important information by italicizing, underlining, or typing them in bold.
Also, include a strong call to action to direct your customer into the result you wanted for the email. Some emails include a large "Click Here To Purchase" button to induce purchases in email recipients.
Set-up email schedule and sequence
Plan out when you're sending and strategize the progression of your emails.
The first email usually is a welcome email. It should contain the freebie you had promised from your lead magnet when the potential customers signed-up or gave their information to you.
After that, gradually send emails that would lead them eventually to purchasing from you. Make sure you plot the frequency of the emails sent so as not to annoy your potential clients when they receive them.
Test your email and adjust accordingly
Once you've finished setting everything up, send test emails to different devices. Make sure that your emails are viewable on significant devices like computers, tablets, and smartphones.
Sometimes your emails may look obscured when viewed from different devices. Edit out all errors and retest your emails.
Monitor the performance
Once you've gone live with your email marketing, it is essential to monitor the performance consistently.
Continually learn about your target audience, what works for them and what doesn't, change your artwork, and edit your subject, headline, and content if necessary.
By executing an effective targeted digital marketing strategy, you're already one step ahead of the competition. Look out for trends and continuously adjust to become more productive. It is hard at first but will be more comfortable the more you do it, continually improving and learning along the way.