Email marketing is one of the most cost-effective and efficient ways to enhance your overall marketing strategy. If done well, email marketing can expand your consumer base, increase brand awareness, and generate greater sales. Furthermore, email marketing gives business executives the opportunity to easily track the effectiveness of their campaigns by learning who opens their messages and how many click-throughs it leads to. However, if done poorly, an email marketing campaign can create a brand image of desperation, and may wind up pushing consumers away rather than attracting them to your company. Many companies stray away from email marketing in fear of deserting consumers and weakening their image. Regrettably, by avoiding email marketing, companies are passing up on an incredibly inexpensive and powerful way to expand their businesses. The following advice will help your company learn to basics of launching a successful email marketing campaign.
1. Create a plan: Just as you establish a plan for you print or television advertising campaign, your email marketing campaign should be approached with the same organization and thoughtfulness. Consider your email campaign in terms of building a long relationship with your target market by accounting for what relevant information your company can send out to consumers for years to come.
2. Find Valuable Subscribers: Rather than blindly sending emails to unknowing consumers, create a subscriber list from people who give permission to receive emails. This way, your company avoids the risk of appearing as a nuisance and tarnishing its image. In order to generate a large subscriber list, add a subscriber button to your web page and other social media profiles. To build incentive, offer a coupon or special promotion to subscribers. Also, when consumers click to subscribe, give them options to decide how frequently they wish to receive emails, and what type of information they would like to receive. Therefore, you can customize your email campaign for each consumer, making the emails personally relevant and more likely to generate interest amongst receivers.
3. Create Practical and Consistent Content: Give subscribers a reason to open your emails and pay attention to your message. Provide them will valuable content that they care about such as relevant articles, case studies, research information, promotions, coupons, and company news updates. Always include a call-to-action at the end of the emails to give readers the opportunity to go directly to your website or effortlessly by a product. By providing a wide-range of interesting and useful content subscribers will not only read the emails, but will develop a more positive image of your brand. Also, ensure that emails are sent consistently, at the same time each day or week in order to help receivers develop familiarity with them.
4. Measure Your Success: One of the main perks about email marketing it gives executives the ability to clearly track and analyze their promotional efforts. Many software programs have statistical information built in so you can easily observe the number of subscribers who read the email, click-through its links, and adhere to its call-to-action. We use iContact, but there are a myriad of email services including MailChimp and Constant Contact. By tracking your campaign, you will be able to understand when to make beneficial adjustments to enhance its success.
*Many strategic marketing companies offer professional email marketing campaign services to help guarantee your business’s marketing success. To get email campaign and other marketing advice and services from a technology marketing company visit our blog, or contact Clarity Quest today at 877-887-7611. Request a quote.