Creating an effective email marketing campaign isn’t easy, but it is necessary. If you don’t think it through and have a plan, your emails will fall short of your goal. They may even backfire and cause your clients and prospects to leave you. An effective email marketing campaign should excite and inspire leads and customers to take action and want more from you. Improve your results by building an effective email marketing campaign using these 5 tips.
1. Create an Editorial Calendar: Sending out inconsistent messages and unrelated marketing efforts is chaotic and confusing to your prospects. Lack of direction results in lack of sales, lack of connection and wasted efforts. Create an editorial calendar to follow during your campaign. Know when you’re running which promotion, who your target audience is and how you will make each email a cohesive unit within your marketing efforts.
2. Provide Something of Value: Your email marketing campaign should keep you in front of your customers, but to make it effective, have it contain something of value. Asking your prospects to buy your goods or try your services isn’t enticing and will likely result in ignored emails. Include valuable,related links in your messages, tips and tricks relevant to your clients’ industry or helpful resources. Add a coupon to your email or a special offer. Give your prospects something other than a sales pitch.
3. Do Not Spam: There’s no quicker way to reach the deleted box than sending out spam. Buy your list information from a reputable company. Hire aknowledgeable firm to manage your email blasts. Use an honest approach when writing your subject line and keep each email relevant to your marketing efforts.
4. Segment Your Emails: It’s rarely a good idea to send the same message to all of your leads or clients. Make your emails personal, and send one form to customers who’ve utilized you in the past, another to prospects that have requested more information and another to current clients. Consider sending emails relevant to geography, income levels and business needs. One size does not fit all; personalized messages are much more effective than generic ones.
5. Keep it Simple: The most effective emails are not two pages long; they don’t include information not relevant to your specific marketing message. Effective email marketing campaigns are short and sweet. They get straight to the point with a solid subject line, a strong headline, easy navigation with a click through to website, video or intended landing page and simple, easy-to-read information. Everything else you want your customer or lead to see should be posted on you social media sites.
How do you prepare and manage your email marketing campaigns? We’re curious to see what works for you, challenges you’ve encountered and how you’ve overcome them.