Even the most successful businesses need to evolve with the times, and email marketing is no exception. The good news is you can build a successful email marketing programme that will help your business to thrive in the years to come.
To begin with, you need to decide on what email marketing platform you will use. This will depend on your needs and the type of business you run. If you run a B2C business, you will want to look at transactional email marketing platforms such as Shopify’s Email Campaigns or HubSpot’s Campaigns. If you run a B2B business, you will want to look at marketing automation platforms such as HubSpot’s Marketing Automation, or Marketo’s Marketing Cloud.
Once you have made the decision, you can move on to choose your distribution lists, which are the email addresses of people that you will send your marketing messages to. Nowadays, you should aim to segment your list based on interest rather than geography or demographics. You can use a split testing tool to see which segments of your list are the most engaged with your content and which areas of your website you should focus your ads on. Remember: if someone is on your list but doesn’t regularly open your emails, you are wasting your time and money. It’s always better to have fewer, but more engaged contacts.
Apart from the platform, the next thing to consider is the content you will use to engage with your audience. You will want to create content that is both interesting and valuable. However, you should avoid using promotional content in your campaigns as these will likely be ignored or marked as spam. Your marketing materials should reflect your brand voice and should attract the attention of your ideal customer.
One of the best things you can do for your marketing campaign is to create content that is both useful and valuable. This content will serve as an attraction to potential customers, engaging them enough to make them receptive to your message, and encouraging them to make a purchase. Deciding what type of content you will create can be difficult. It depends on your products and services, your target audience, and your available time. You should look to create content that is relevant and helpful to your audience. You should try to avoid producing content that is aimed at an audience that doesn’t even belong to you. For example, if you are producing content for a luxury goods business, you probably don’t want to write about fashion trends. Instead, you should look to create content that is relevant to your audience’s interests.
As we mentioned above, you will want to avoid producing content that is simply aimed at an audience that doesn’t even belong to you. To avoid this, you will want to consider posting at least once a week. If you have something valuable to say, your audience will appreciate your consistent communication. Consistency is important in relationships and it’s the same with your marketing. Your audience will appreciate being able to rely on what you have to say. As a general rule of thumb, you should try to post no later than one week after you published the previous entry. This way, you will maintain a level of consistency and your audience will be able to connect the messages in a comprehensible way.
Your last consideration is the method you will use to deliver your content to your audience. You have two options here: you can either run a regular email blast or you can create a short-lived email newsletter. The main difference is with a blast you will send out all your content at once, whereas with a newsletter you will send out your content in a series of emails over a period of time. Your choice will depend on your goals and the nature of your business. If you want to encourage people to interact with your content, you should create a short-lived email newsletter and engage with your audience by responding to their queries. A blast is more ideal when you want to inform people about a new product or service, or if you just want to promote a specific blog post. A blast will also ensure your content gets into the hands of your audience, but if you have a sizable audience, you can always use a content curator to distribute your newsletters for you.
Now that you have the basics taken care of, you can begin to strategize on how to build a successful email marketing campaign.