Email marketing is a relatively new idea, and the products on the market to help you do it can be even more overwhelming. Below, we’ve put together some information about what email marketing is, how it can be used for your business and tips to doing it the most efficient way possible.
First, you will need to build what they call ‘a list.’ In terms of email marketing, a list is the single most important thing you need. Your list should be meaningful. Just because you have a lot of names on the list doesn’t mean that it will generate income or attention for your business. You will need to curate your list so that clients or customers with different needs, demographics and interests are getting the same sort of advertising. Generic, blanket emails rarely create revenue.
Next, set up a delivery system that works for you. This usually means choosing a service or app that integrates your list with your email and other elements of your business: project lists, individual employee tasks and responsibilities. When your business is small, it might seem easier and cheaper to send emails manually and as needed. However, as your business grows, you will need to invest in a program that will manage these emails for you.
You can choose from many email marketing systems to get one that meets your exact needs. Some of them provide website creation, and others include templates for business newsletters and lead generating emails. Much of the process is done automatically by these apps – like follow-up emails after purchases – which frees you up to do other tasks.
Finally, create an email marketing campaign. This isn’t as intimidating as it sounds. It simply means getting these potential customers into your ‘sales funnel.’ Then keep creating campaigns, building a pattern that your clients can trust. This will bring in repeat business because they know what to expect from you.
A successful campaign has the following characteristics:
- The first email is not a ‘hard sell.’ Going straight at the customer for a sell is going to have them sending that email to the trash immediately. Instead, offer them something – samples or more information – in the first email.
- It offers something for the customer’s information. In exchange for their name and email (don’t ask for much more than that), you should provide a coupon, a free copy of your book or some other incentive.
- The subject line of all emails is short and interesting. Your subject line should make them want to read the rest of the email. If the subject line give away the content, there’s no need for them to read it.
- There are never large chunks of text. Bullets and numbered lists are good. People like to read things that are broken up in logical segments.
- Images are well-chosen and used sparsely. Too many photos will send your marketing emails to the spam folder.
Follow these easy steps to create an email marketing strategy for your business!