Email marketing continues to be one of the most effective ways of connecting with your audience because it gives you substantial reach, flexibility, and full control of your messages. However, many Brands continue to misuse email marketing by holding on to the email blast mentality. Gone are the days of blasting a single message out to your entire database of contacts. In today’s digital landscape, email marketing is all about creating targeted and useful content that your customers look forward to receiving.
Creating Killer Campaigns with Targeted Strategies
One of the biggest mistakes made by marketing professionals is to send email communications to their customers without a plan. Implementing campaign strategies targeted for each of your customer segments can be the difference between creating a conversion and causing your customers to hit that unsubscribe button.
To design a campaign for your specific brand, begin with the goal. Are you looking to build your email list? Are you trying to drive sales for a specific product or service? Do you want to build brand awareness with your potential customer base, so they know to turn to you when they are ready to buy? By understanding your goals, you can tailor your campaign and set up reports that will help you to know when you have successfully hit the mark.
Strategies for creating a killer email marketing campaign can be broken down into three categories: content, offers, and relationship-building. The most successful and income-producing campaigns incorporate all of these.
Content has become a buzzword tossed around constantly, and because of its prevalence, many marketers have begun to forget why it is so important. Creating exceptional original content positions you as an expert in your industry and provides the opportunity for your customers to add value to their own network by sharing your content. This helps accentuate your authority and foster the know, like, and trust value relationship with your customers.
While creating content is essential, it does little for brand development and driving sales if there is not a strategy in place to deliver the content in a way that gives your company a solid ROI. Sharing some of your content publicly gives your customers a taste of valuable information you have created. Keeping the remainder of this information exclusive to those customers who opt-in gives your brand the opportunity to capture essential information from, or interact with, an otherwise anonymous visitor. When a customer agrees to receive your valuable information by opting-in, this allows you to capture their name and email address, which is key for your list-building initiatives.
Offers can be a widely effective way of providing value to the customer, but they also run the risk of coming across as overly “salesy”. By shifting your message away from a direct sales approach and embracing a helpful voice, you can become a trusted friend who is helping to solve a problem or address a pain point. Providing a strong value proposition gives your potential customers a solid reason to buy and leaves them thankful that you were able to provide the solution. With each conversion driven by your offer, you have the opportunity to gather additional insights into your customer’s needs.
Relationship building takes your email marketing campaign to the next level. Your brand has created original content that your customers are regularly sharing with their Network. You have provided offers to drive sales conversions and attain customer opted information. Now, it is essential to learn more about your customer. By asking them to take a survey or provide additional information on their preferences and interests, you are communicating that you care about their needs. Additionally, by sharing information about your brand, you are able to grow a stronger emotional connection to your customers. .Be a person, not a brand. Let your customers understand your values and communicate how your beliefs drive your brand. It is important to note, however, that by sharing your values and beliefs, you risk alienating those with conflicting beliefs. Therefore, be intentional with what you share and stay away from anything that may be deemed controversial. You want to grow your audience, not drive them away.
Email marketing done correctly makes money. For every $1 you spend on email marketing, you can expect an average return of $42 (Litmus: The ROI of Email Marketing ), According to Radicati’s 2020 Email Statistics report, email is used by over 4 billion people — over half of the world’s population. Therefore, it’s important to make sure that you are creating content that will attract your target audience. If you are unsure how to create email marketing campaigns that convert or just don’t have the time to do it yourself, contact us for a Free Consultation. Email marketing is essential to growing and scaling your business. Don’t let your potential customers turn to your competitors for support.