Every day, we’re bombarded with emails. And if you’re not careful, they can start to feel a little bit like spam. But when done right, email marketing is a powerful and effective tool for driving business, growing brands, and making money.
Often, brands will send out hundreds of emails a day without thinking about whether or not their target audience has opted-in to receive email marketing messages from the brand. If you’re not sure how effective email marketing can be, consider opening an account with a major email marketing agency, and within a few days you’ll be able to see all the success that this type of marketing brings.
1. Create a buzz around your brand.
In today’s world, it’s not enough to have a great product or service – you have to have an engaged audience to make sure that people know about you, your brand, and what you have to offer. Email marketing is one of the simplest and most effective ways to do this. When someone receives an email from you, they’ll naturally want to read more. And the more they read, the more likely they are to remember your brand and contact you with questions or doubts about your product or service. In addition to driving business, email marketing can also help to establish and strengthen your brand identity. The key here is to keep your emails relevant, interesting, and – most importantly – valuable to your audience. If you keep to these guidelines, you’ll be able to establish and grow your business for years to come.
2. Track everything.
When someone opts-in to receive your mailings, you have the chance to reach out to them and keep in touch with your brands and products. But you also have to be mindful about how much you actually send out. It’s easy to send out hundreds of emails a day, only to discover that you’ve flooded your subscribers with so much content that they’re going to unsubscribe. Before you know it, you’ve lost a lot of valuable potential customers. To avoid this, track your open rates, click-through rates, and conversion rates (the average order value or size of a typical customer). The key here is to find a sweet spot where you’re comfortable with how much content you’re sending out, but also know that you’re gaining valuable customers who will stay engaged with your email marketing campaign.
3. Measure the results of your campaign.
The above point is highly relevant here as well. Just because you had a lot of success with email marketing, that doesn’t mean that you can just stop there. You need to continue to monitor and measure the results of your efforts so that you can determine whether or not you should continue down this path. The truth is – you don’t know until you try. Before you make the decision to stop sending emails, you should have determined whether or not this is the right move for your business. The best thing about this approach is that it forces you to be more open-minded, since you can’t prove anything until you try. And what better way to prove the effectiveness of your email marketing campaign than with data? By measuring the results of your marketing efforts, you’ll have the chance to determine which campaigns worked and which ones might not be as effective as you think.
4. Customize based on performance.
The above point basically expands on the previous one. Once you determine that email marketing is indeed the right move for your business, you can start to tailor your approach to fit your goals. Some businesses will choose to focus on acquiring new subscribers while others will want to focus on driving existing customers to action. Regardless of your preference, you can begin to tailor your strategy to fit your needs. For example, if you’re trying to grow your mailing list, you might decide to send out a series of engaging emails that’ll make your subscribers feel like you’ve actually taken the time to get to know them. Or if you want to concentrate on boosting customer engagement and brand loyalty, you might decide to send out regular emails full of engaging content, coupled with some special offers and discounts for subscribers. The key here is to understand what made your email marketing campaign successful in the first place and then apply that same approach to further efforts.
5. Test different tactics.
Even though you want to always keep things simple with your email marketing efforts, that doesn’t mean that you have to limit yourself to one type of approach. Instead, you can always test different tactics so that you can find the one that works best for you. If you’re not sure which one to try, start by testing different subject lines so that you can find the one that gets the best response. You can also choose to test different pitches, lengths, and styles of the emails themselves. Sometimes, a simple change like using a different color for the text or background can completely alter the way someone reads your email. The key is to always keep things as simple and uncluttered as possible, but don’t be afraid to try new things when something doesn’t seem to be working well.
6. Use data.
Last but not least, we have data. Having data definitely helps, as it gives you the chance to prove – once and for all – that email marketing is the right move for your business, as well as the opportunity to track the results of your campaigns and determine which ones worked and which ones didn’t. The best part is that this data can be used to determine future strategy. For example, if you discover that a particular campaign didn’t work particularly well, you might choose to alter your strategy and try something new. Alternatively, you might choose to stop trying and stick with what you know and what works. The key is to keep track of your data and use it effectively. Look into all that data and determine what you can from it – it might just be the answer you’re looking for.
If you keep to these six tips above, you’ll be able to establish and grow your business for years to come, as well as have the opportunity to see how much profit you can make with email marketing. You might also find that you enjoy the process, as establishing and growing a business can be a lot of fun.