The process of drafting and sending a message to many people through an email with the intent of causing them to buy a service or a product is known as email marketing.
Email marketing takes place in both small and large co-operations. Given the fact that emails are needed for the marketing to take place, business organisations make it a priority to collect as many emails as possible from existing buyers and potential buyers that visit the company website. They achieve this by having a short form filled out on their website.
The use of emails to carry out marketing has proven to be extremely affordable and an effective way of getting any brand noticed. Businesses are able to establish a healthy relationship with clients through constant updates through emails.
Through email marketing businesses are able to create new relationships with prospective clients and sending out offers to both existing clients and potential ones. As much as email marketing is a useful tool, there are rules for the game. One of the most common mistakes with this form of marketing. The most common one of them is spamming.
Any marketer would love to avoid spamming. When your emails are sent to the spam box of your recipient chances are so high that most of your target audience won’t read them. You will agree with me that this is the last thing you would want to experience as a marketer.
The other thing is relevance of your emails to the recipient. You need to make sure that emails you send to your email lists are relevant to them. They ought to match with their needs and desires. When these rules are observed, you are on your way to being a great email marketer.
Come Up With Email Lists
It is obvious that you will need to have a list of emails for you to be able to run an email marketing campaign. Without this, there would be nothing like email marketing. With an email list you will be able to reach out to all your present and past clients and even your future clients.
Collecting emails from your clients is an easy process that requires you to use your website or ecommerce platform to request for emails. Having a contact form that requires them to fill out their name together with their email address is all you need to get started.
Avoid asking for too much personal information at the beginning. You may want to promise them a gift for filling out their email so as to motivate them into doing it.
due to the growing concerns about data protection, many people are becoming too sensitive when it comes to giving out their information on websites. They therefore need to be assured that their data will be safe and not misused.
Confidentiality statements are very important whenever emails are send out. Your client need to be confident that their information will only be used by your company alone and not third party users.
Everyone in your email list needs to be confident that their data will not be sold and that they can opt out of your mailing list at any time they want to. They also need to feel like the email they receive from you is intended for them only and not a mass of people.
Using long-tail keyword can actually save you time and money. You are helping your content to rank higher at a faster pace of time. When you put long-tail or more specific keywords, you are likely hitting the ideas on the searchers’ point of views. ON the other hand short or one-word keyword is too general.
You must think about keywords on the people’s behalf and not only on your end.
Come up with an email list for each group
Having an organised email list is one essential factor when it comes to email blasts. As a marketer, you should have a separate email list for prospective clients from that of existing clients. This helps you ensure that you don’t spam people with content that doesn’t relate with them.
If possible, you should also separate your current clients from past clients as these two groups have different needs and therefore they need to be addressed in unique ways.
Set your goals
An effective email marketer is one who comes up with clearly defined goals before launching any email campaign. You must know what exactly you want to achieve and work towards that.
A good marketing email is one that grabs the attention of the reader from the onset. This is achieved through having an excellent subject line. On opening the email, the reader should find it interesting to continue reading further. When the “wow!” factor is absent, a reader is most likely going to stop halfway.
Once you ae able to capture their attention and interest, it’s now time to entice them with an offer. This offer should be so enticing that they would want to take action almost immediately.
An enticing offer is one that is relevant to the recipient of the email. It must add value to them otherwise they wouldn’t take any action. For instance, an online writing tutor may decide to offer a free 5 minutes insight into the content of their course. This insight is what leaves people wanting to know more and as a result they end up taking an action immediately.
A killer subject line
Subject lines are a key part of email marketing campaigns. They determine whether your mails will be flagged for spam or not. Subject lines that are unnecessarily long end up being flagged as spam. An effective subject line is one that doesn’t exceed 30 characters. This is the best character count for a subject line.
You should strive to inform your recipients on new products and services. When you provide your audience with relevant information they will definitely interact with your email. This can be done through giving out tips on how to do something they probably didn’t know how to do.
Provide value to your email subscribers
It is important to not always present yourself as a salesperson to your email recipients. Once in a while take time and come up with informational content that will provide value to your email subscribers. Once you show that you understand their needs, you can now present them with possible solutions that are tied to your services.
As you provide valuable information, it’s important to convey it in an appealing manner: you could use bullet points instead of lengthy paragraphs to showcase important points. Remember that your recipients need to read through the whole email. Therefore it is important to sound interesting.
If you go through an email draft and you don’t find it interesting to read, chances are that your recipients won’t find it interesting too.
As you market through emails you need to understand that there are several other companies doing the same to the same recipient in your email list. You therefore don’t want to choke your readers with too much information in a single email.
It is key that you be as precise as possible. This increases the chances of your recipient reading through the whole email. Adopt the use of images to break the monotony of text.
Ensure that the most important information is at the top of the email. Any more information can be provided on another platform through a link. Having too much information in a single email can be boring to the recipients.
Entice recipients into taking action almost immediately
The goal of every email marketer should be to lure their recipients into performing some form of action. The action must not necessarily be a purchase. It could be a reply or a click to a link provided in the email.
Always put more emphasis on the advantages of taking action. The recipient must always be able to tell how they will benefit by subscribing to your email or by taking any action required.
Overwhelm the recipient with goodies such that they cannot resist taking action. If you succeed in doing this, then you can give yourself the title of an “email marketing guru”.
You may also give offers or discounts that are only valid for a limited time. Limiting the duration gives the recipient the urgency to take the desired action. They wouldn’t want to miss out on “a chance of a lifetime” for not taking action immediately or as soon as possible.
You must ensure that the action taken is trackable for the purpose of monitoring campaign effectiveness. You may have success in selling direct through the email but the best way is always to have your recipient engaged with you first.
Blast your first email in a warm and welcoming manner
The best way to interact with a new email subscriber is to be warm and start by introducing yourself to them plus the services that you offer. Let them be aware of your future interactions with them. This is important as it prepares the recipient mind for future emails.
In addition, you need to provide them with an option to either opt-in or out of receiving your emails. Providing the recipient with an enticing offer is a sure way of getting them to subscribe to your future emails.
A good incentive could be an e-book, a t-shirt or any other free gift upon subscribing for future emails. When you provide them with the option to opt-in, you safeguard yourself from being a spammer and your interaction with them is started on the best footing.
You should also ensure that every email you send out is always providing your recipients with the option to opt out of receiving more emails. This gives your clients the confidence that they are in charge of who sends them emails and who doesn’t.
Test your email before blasting it
As an email marketer, you want to ensure that whatever you send out to your subscribers is put in the right manner and every statement in it makes sense. It would be a sad thing for you to send out a shoddy email to a thousand subscribers.
Send a test email to a couple of friends or colleagues. Let them check whether everything is written grammatically correctly and with clarity. Let them also inform you whether all links that may be attached are functional.
This routine testing of emails prior to blasting them gives you the confidence to send them out to your recipients. You will be comfortable knowing that you are sending out valuable content that your clients can relate with.
Monitor your email campaign effectiveness
Whenever you send out a marketing email to a list of subscribers, it is essential to find out how the recipients interact with your email. This is achievable through the use of an analytics program. Email service providers are also likely to offer a free analytics tool for your email campaigns.
Analytics give you a clear picture of how many people opened the email, clicked on a link or even opted out of receiving future emails. With this information, you can judge whether the campaign was successful based on your goals or not.
Additionally, you get to know how to adjust your emails so as to make them more enticing and intriguing to the reader. Without analytics it is nearly impossible to improve on your email copy.
The effectiveness of any email marketing campaign is solely depended on the marketer’s ability to draft compelling emails with enticing offers for the recipients. Designing an email in an attractive manner increases the chances of recipients taking an action almost immediately.
As you blast out your email to your email list subscribers, it’s highly essential that you observe relevance. Do not send an email that is not relatable to your subscribers. It must always help in solving a problem that they have. Failure to observe this rule results in recipients unsubscribing from your email list.Setting goals before blasting any email is the best way to start an email campaign. It is always effective.