Successful Email Marketing Campaigns Start with “The List”
So, you’ve decided to embark upon email marketing. Who wouldn’t? It’s easy, cost effective and efficient. Unfortunately, even the greatest email marketing campaign can be a flop if it is not well thought out and delivered to the correct audience.
Every successful email marketing campaign starts with the message and audience. And although, that seems obvious, it is not always clear how to create those components.
Developing Your List – Your audience must be receptive to your information in order for your campaign to be successful. That means you can’t just send to everyone and hope for the best. “SPAM” has caused a number of would-be email marketing gurus to fall off the map because of the way that they carried out their campaign.
So, how do build a great list? Two words: “Opt In.” The first element to developing an email marketing campaign is to build an “opt-in” list. By creating an easy, user-friendly sign up form on your website at your checkout counter, you are creating a valuable list that is geared towards those who are already interested in your business and your products and services. With a little more foresight into your email marketing campaigns, you can segment this list so that your messages can be tailored to each group’s particular area of interest. Thus keeping your audience engaged and interested in your message.
Designing Reader-Friendly Email Marketing Campaigns
Email has become a preferred method of communication for many especially when it comes to marketing. People receive coupons, sales info and announcements via email on a daily basis. With all the email that comes into their inbox every day, you can be assured that you don’t have their undivided attention. As a result, it is imperative that your email marketing campaign spark interest in your reader.
Keep It Simple
Because people are inundated with emails on a daily basis, it is important to keep your email marketing campaigns simple. Creating a design that is easily scanned is one key to a successful design. Another important element is putting the most important information first and highlighting your “Call to Action” elements. This will guide the reader through the email without forcing them to read every word.
As with any marketing piece, be sure to brand it. Using your company logo and color schemes will help to set your reader at ease because they are already familiar with your company. Branding each piece will also help to keep your company name and image at the forefront of your customer’s mind. That way, when they are ready to buy, you will be the name that comes to mind.
The Future of Your Email Marketing Campaigns
Email marketing campaigns are only as successful as your conversions. It is important to analyze the results of your campaign, so that you are aware of what works and what doesn’t with your target audience. Additionally, it is helpful to allow your viewers to help you spread the word with a prominently place “Share” button or feature. Word-of-mouth is still considered one of the most effective means of marketing and in today’s world that’s as easy as click on “Share.”
Email marketing campaigns can be a valuable asset to your overall marketing strategy. Creating an “Opt In” list will help ensure that you are directing your efforts towards a valuable and interested target audience.
Utilizing simple, branded designs will help drive results. Your email marketing campaign design should steer the viewer towards the action that you desire and help them to see the benefits of taking the next step. With a little planning and a good list, your email marketing campaign can become a cost-effective tool for generating new and repeat business.
For more information on email marketing campaigns, contact our office today.