Have you ever felt like you’re not getting results from your email marketing efforts? You’re not alone. We’ve all been there. We’ve used one-off emails to introduce a new product or service, and those messages often lead to null results or, at the very least, lackluster engagement.
What you need is a step-by-step plan to help you create an email marketing strategy that actually gets results. Below, you’ll discover how to create and send email marketing that will engage your audience, attract new customers and grow your business.
The Three Step Email Marketing Strategy
To create an effective and efficient email marketing strategy, you need to break it down into 3 steps.
The first step is to determine your target audience.
This is typically a combination of people you already know, like friends, family and coworkers, as well as any other relevant demographics you can think of (e.g., age, gender, location, etc.).
Once you’ve got your target audience in mind, the next step is to determine what you’ll use to communicate with them.
There are a variety of tactics you can use to attract and engage your audience, but you need to keep in mind that your email strategy is only as good as the content you use in your campaigns.
For example, if you’re using a newsletter to attract new customers, you’ll want to choose content that’s interesting and relevant to your audience, as well as packed with valuable information.
In addition to content, you’ll also want to consider what you’ll use to communicate with your audience. To be effective, your emails need to be personalized and relevant to your audience’s needs and interests.
For instance, if you’re marketing to women in your target audience, you might want to consider using female-oriented pronouns (e.g., her, hers, etc.) throughout your correspondence. This is simply to make the content more accessible to your audience. When writing to friends and relatives, you can be as personalized as you like (e.g., “I’m thinking about you” or “Dear John”).
Step 2: Create an Outline
You can’t write the email strategy for Step 2 until you’ve written the first draft of Step 1. The first draft of your Step 1 will serve as your outline for Step 2. The more you write down as you go, the easier it will be to flesh out the details as you go.
A good outline will help you set the right tone for your emails, offer more persuasive arguments and support your claims with key evidence.
Step 3: Distribute and Receive Feedback
After you’ve drafted your email, it’s time to distribute it and collect feedback. This is an important step, as you’ll want to ensure the content is compelling and makes sense (e.g., you’re not just dumping your raw thoughts into the inbox).
To do this, simply send it out to your target audience (step 1) and ask for feedback. You can also consider posting it to your social media accounts or mailing list.
The great thing about this third step is that, because you’ve already collected feedback from your target audience, you’ll have a much clearer picture of what works and what needs to be changed.
Strategies for Step 2: Craft an Interesting Topic
The first thing you’ll want to do in Step 2 is to craft an interesting topic. You’ll want to choose something that both you and your audience will find value in. Don’t worry about being original or coming up with something new. Chances are, someone else has already done that. Instead, find a topic that you believe will be of great interest to your audience.
For example, if you’re writing to millennials, you might want to consider marketing to them regarding their financial future. Many millennials are burdened by student loan debt. If you provide them with valuable information regarding budgeting and saving, you’ll enable them to reach their financial goals. Not only that, but you’ll also become an affiliate marketer for a company like Monevo, a software designed for budgeting and spending management. By marketing to millennials regarding their finances, you’ll not only increase the odds of them downloading your app or subscribing to your newsletter, but you’ll earn a commission from any products they might purchase while on your website.
What you need to keep in mind is that, since your topic is interesting and valuable to your audience, you’ll want to approach it from an interesting angle. To do this, you’ll want to relate it to something your audience cares about. In the example above, the subject line relates the content to a financial topic while the main body relates the content to creating a better retirement plan.
As a rule of thumb, if you can communicate the value and benefits of your content in just a few short paragraphs, you’ll be able to grab the attention of your audience.
Strategies for Step 3: Create Humorous Content
Humorous content is a great way to attract and engage your audience, especially if you’re trying to brand yourself as a quirky, fun company. To do this, you’ll want to choose something that both you and your audience will find funny. Craft something that you think will make your audience laugh, and you’ll instantly have their attention.
For example, let’s say you’re a skincare company and you want to market your serum to women. If you create an actual skincare video and apply the serum to a cheek, the results might not be pretty! Your audience will feel like you’re laughing at them, and that’s rarely a good thing, especially when you’re trying to establish a relationship with your audience.
Instead, consider creating a funny blog post or video regarding your product. What you need to keep in mind is that you’re not trying to be mean or insulting, but you want to make your audience laugh. You might even want to create a series of blog posts or videos in which you poke fun at yourself or your industry. This will endear you to your audience, as they’ll feel like you’re including them in your jokes.
What you need to keep in mind is that the more you can do to make the content humorous, interesting and/or relevant, the better. This is important for capturing the attention of your audience, compelling them to continue reading or watching your content.
Strategies for Step 4: Choose A Catchy Theme
After you’ve got your topic and the rest of your email in shape, it’s time to choose a catchy theme for your email. You’ll want to write to evoke an emotional response in your audience. To do this, you’ll want to choose a catchier, more memorable theme than you’ve ever had before. Inspiration for your theme can come from anywhere. As long as it makes sense, you can choose something that’s relevant to your content or provides the best contrast with your topic. For example, if you’re trying to create brand awareness for an app, you might want to consider utilizing a retro theme, as these usually evoke a strong positive response from recipients.
What you need to keep in mind about choosing a theme is that it needs to be memorable, yet also fitting for your product or service. If you can pull it off, using a retro theme is a great way to evoke an emotional connection with your audience.
Strategies for Step 5: Test Subject Lines And Themes
Once you’ve got your outline, topic and catchy theme, it’s time to test them out. Before you dive in and send your email, it’s a good idea to try out a few different subject lines and themes.
If you’ve followed all the steps thus far, you’ve arrived at this point. You’ve crafted an interesting topic, chosen a memorable theme and tested out a few different subject lines and themes to see which ones work best.
Once you’ve found the right combination, it’s time to dive in and send your email.