Last Updated on April 13, 2017 by Marie Bautista
Marketing for your business is the best way for you to not only connect with your existing customers, but it also helps you entice potential customers to find out what your company is about. With the surge of social media, some companies are leaving email marketing behind. This is a mistake because email marketing still has a vital place in any marketing campaign. The key to getting your email lists to work for you is to understand who your audience is and what they want to hear.
Know Your Audience
Without knowing who your email messages are going to, you cannot easily determine what type of content they are interested in from you and your brand. Before starting your next email campaign, it is important to evaluate a variety of aspects of your mailing list. You will want to take into consideration things such as where the person signed up for your mailing list, whether they received an incentive for signing up and whether your past marketing campaigns have led to a high rate a lead generation for your website. Once you have this information, you can help shape the scope of your campaign.
Make it Personal and Actionable
Once you know your audience, you will be ready to craft your message. Depending on your specific goals, you will want to create email content that is both compelling and provides readers with a call to action at the end. Whether your goal is to get more traffic to your site or to make more sales, you message will have to be clear and concise because you don’t want your messages to be deleted unread or marked as spam.
Even if you are ending your email with a sales pitch, it is important to include other information within the email so that the reader is receiving something just by opening the email. Maybe it is information readers want to know about your industry, or it can even be tips and tricks on how they can do something themselves (with the help of your product or services, of course). When they know they can expect to get something useful out of your emails, they will be more inclined to open, read and take action.
With any marketing campaign, consistence is essential for getting current and potential customers to relate your campaign with your brand. With email marketing, consistency comes in two forms: the type of content you present in each email and the frequency of emails sent. most businesses choose to send between one and seven emails a week with a consistent design and similar content. If reader come to expect these things, it can only help your company reach its marketing goals.
If you are not sure where to start with your company’s next email marketing campaign, you can always enlist email marketing campaign services to help you determine your short- and long-term goals for your specific campaigns.