There are plenty of people who don’t use social media. Some might be on Facebook but skips out on Insta and found it on Pinterest instead. Do you know what all these people have in common? An email-id.
Any email marketing analyst will tell you Facebook’s 2.91 billion, Instagram’s 1 billion monthly users, and Twitter’s 206 million daily users still fall startlingly short in front of 4.1 billion email users as of 2021.
A growing online business can’t dream about ignoring this super personal medium. If not to target new customers, you need email to retain the interest of the previous ones. You can either hire an email marketing specialist or become one.
Begin Your Email Marketing Journey
Lay Down Your Goals
As with any venture, having a solid list of goals is essential. It determines all the future actions you’ll have to take to achieve those.
Do you want to gain new customers? Do you like old customers to buy a new product? Is there an event you’re hoping to have attendees for in the near future, convinced you can turn them into customers when they turn up? Do you want to host a webinar to get the interested party for a service?
Establish the firm lines of your goals, so your campaign doesn’t stray from them.
Create An Email List
People use all kinds of methods to build a list. Let’s see the top used ones:
Import the contact of your old customers into an email marketing tool of your choice.
Keep a sign-up form ready on your website that pops up whenever a new customer visits. Rather than a simple subscription, a newsletter works best as customers might be interested in future events and products by your brand.
Share the form on social media, where you might have a substantial following.
Offer discounts in exchange for sign-up. Your customer is likely to leave behind their email and make that purchase when they perceive they’re being treated well.
You can purchase an email list, but it’s better not to. Targeted email ads are likely to end up in the spam folder or ignored with irritation swirling.
Instead, appeal to customers to join your email list by keeping the option available at the header, slider, and end of your blog post on your website.
Decide On Your Mode Of Email Campaign
This mainly depends on the goals you established for your campaign. Primarily, these are the campaigns you can opt for:
Sending Newsletters, which are informational content sent once a month to keep your brand fresh in the minds of your customers.
A discount offer campaign was created with the single goal of resulting in a purchase.
An announcement campaign meant to showcase a new service or product added to your rotation.
A campaign details an event related to your brand, encouraging customers to show up.
Create The Email
This requires tremendous research on your target audience and easy-to-read content structure with visual aids. Personalized content works better, with customers feeling particular about the brand’s attention to detail.
This is the tricky, creative part. If you feel confident about composing the perfect campaign email, go ahead. Otherwise, there are plenty of candidates for email marketing jobs.
Analyze The Results
Use Google Analytics or a similar tool to examine the result of your campaign. It allows you to determine the success of your email composition and gives you an idea of how to do better.
Key metrics to focus on for your email marketing campaign:
Click-Through Rate (CTR)
Bounce rate.
Spam delegation.
Unsubscribe rate.
Unique open rate.
Unopened.
Shares.
Final Thoughts
The 2015 DMA study claims email’s ROI happens to be a sweet $38 for every $1 invested. So, if you don’t manage to get your email marketing campaign running while operating your business, don’t hesitate to call in an email marketing specialist such as GOYOU Branding.