Having an effective email marketing campaign can mean the difference between a profitable business and one that just about breaks even. It can also be a great way to communicate the value of your brand. To implement an email marketing campaign effectively you need to have a strong understanding of copywriting and human psychology, what makes a person want to open up that email?
Ask For Feedback
Ask your customers for feedback on your emails. Since your customers are the most important part of your campaign, it is important to know if they are pleased with the emails they receive from you. You could ask them to fill out a short survey with a few questions on what they like and what they dislike. Incentivise them to do so by offering them something of value in return for their time.
While you want to use your email marketing to improve your sales. The only way to get potential customers to read your emails is to provide something of value to them, this could be something like a free E-book or a white paper. To do this, your emails should always contain concrete, useful information and relevant links, and not just generic sales fluff. Your aim is to build a relationship with your customers, not to spam them with offers!
Email Marketing Providers
There are various fantastic email marketing providers that allow you to automate your email follow-ups so you don’t have to spend all day manually emailing your prospects. Companies such as Aweber, Active Campaign and MailChimp provide great tools and are relatively inexpensive.
The Unsubscribe Button
Your email marketing campaign will be more effective if you make it easy for customers to unsubscribe. This may seem paradoxical, but people will tend to trust you more if you make them feel as if they are in control. Post the unsubscribe link in an obvious place so they can find it easily.
A major holiday is usually not the time for an important marketing campaign. This is because people are usually out of their office and not next to their computers, so they won’t notice your emails. Of course, you should adapt this to your target audience. Black Friday, for example, is one occasion where a date relevant campaign is warranted.
Beware of including attachments to your email marketing! Mass emails with attachments are instantly suspected as spam by most spam filters. As well, these days many types of computer malware and viruses are carried in email attachments, and people are aware of this. Your email is in jeopardy of being immediately deleted when they see an attachment without even being read.
When people opt-in to your email marketing list, you need to let them know what to expect up front. Tell subscribers how often they can expect to hear from you and what types of communications you will be sending them. If they are expecting the volume of mail you will be sending, they are less likely to get frustrated and unsubscribe.
While in the opt-in process, be sure to ask for the names of your customers, especially their first name. Having their name to reference makes any further communication you have with them more personal and more likely to catch their attention. This will help build customer relationships.
Keep all of your branding in your email consistent with your business. Don’t make your email appear as though it belongs to another business. Try to stick with your usual colours, voice, and fonts so that the readers can recognise that the email is from you and so they will read it.
These tips can upgrade your campaign in a huge way, but you need to use them to see results! Use them with your current projects or use the tips to start a new campaign altogether, and you will soon see much improved results with your email marketing campaigns.