Why Email Marketing?
Email is an important part of every marketer’s toolbox. The statistics speak for themselves: 62% of American adults send and receive email on a regular basis, and 48% use email on their mobile phone.
It’s easy to see how email could be vital to your marketing strategy. Not only do you have one of the most popular communication tools at your fingertips, but you can also target your audience based on a variety of demographics and interests.
With so many advantages, why not incorporate email marketing into your strategy? There are many ways to implement an email marketing strategy. Whether you’re using a standalone email marketing tool or you want to rely on your own company’s email infrastructure, this article will guide you through the basics of creating an effective email marketing plan.
The 3 Pillars Of An Email Marketing Strategy
To create an effective email marketing strategy, your first step should be to define your target audience. The type of content you’ll send (e.., product updates, offers, etc.) and the frequency with which you’ll send it (once a week, twice a week, or once a month) will depend on your target audience.
For example, if you’re marketing to parents, you might choose to send them an email every two weeks with tips on raising children or a weekly newsletter with the latest trends in kid’s fashion.
Once you’ve defined your target audience, you can move on to the next step – creating key compelling messaging for your campaign. To do this, you’ll need to consider what will motivate your audience to action. After all, the entire point of an email marketing campaign is to get people to take some kind of action. This could be signing up for your email list, subscribing to your blog, or downloading your app. When you have this key message, you’ll be able to craft compelling content that will engage and inspire your audience.
What Should Go In Your Email Marketing Plan?
The goal of your email marketing plan is to inspire action. As a result, much of the content you create should be compelling enough to draw readers in but not so detailed that it becomes difficult for them to take action. This way, you’ll keep the attention of your audience while also encouraging them to click a link or call a number.
Some experts suggest putting a call to action at the end of your email. Others recommend including a link to a landing page or blog post where appropriate.
Whatever you do, make sure that your emails are relevant to your target audience. In other words, if you’re assuming that your audience already knows what you or your product is all about, then create content to reinforce that understanding.
How Many Email Marketing Messages Should I Send?
There is no set amount of messages you need to send to achieve a successful email marketing campaign. What you need to keep in mind is the number of people you’ll be reaching and the time it will take to communicate with them. To determine this, you need to consider several factors:
- Your overall email marketing strategy;
- The number of people you’ll be sending the email to;
- The frequency with which you’ll be sending the email;
- The contents of the email (e.g., will it be product-related info or a how-to guide? );
- When you’ll send the email (e.g., throughout the year or only during certain times of the year).
To find the sweet spot, try testing different combinations of the above factors. In the end, you’ll have to make a decision that is right for you and your business.
The Importance Of Segmenting Your Audience
If you’re looking to implement an email marketing strategy, it’s important to consider how you’ll segment your audience. This is especially important if you have a fairly large audience or if you’re looking to target particular demographics. To put it simply, you can group people according to their interests, hobbies, geography, or any other distinguishing feature. Some email marketing tools allow you to import contacts from your social media account, which can then be used to build segmented lists.
For example, if you’re targeting consumers in the UK who like fashion and beauty, you can create a list of women within that demographic. Likewise, if you want to target millennials who like shopping, you can create a list of men and women in that age group who match that interest. You can then send targeted emails focused on those interests.
The Types Of Content You’ll Need To Create
Now that you have your target audience and have some idea of what you’ll be sending, you can begin to think about the type of content you’ll need to create. If you’re looking to reinforce your brand’s voice throughout your content marketing strategy, consider what will be most effective for your target audience. A great way to do this is by segmenting your content based on the interests of your target user. If you’re just starting out, it might be a good idea to create concise, easy-to-read product descriptions that highlight the key features of your product.
If you’re looking for inspiration, consider what will be most effective for your target audience. Some experts believe that sending regular email newsletters is more effective than sending ad-hoc blasts because recipients can more easily digest content that is delivered regularly.
You’ll also need to decide whether you’ll send the email from the perspective of the brand or the individual. As a marketer, you might be inclined to think in terms of the brand. However, you need to remember that your audience is made up of individuals who you’ll be trying to convince to buy your product – so it’s important to put yourself in their shoes for a moment.
What will make your content more compelling is taking into account what your audience values. For example, if you’re marketing an app that helps people manage their finances, you might want to consider what would make it more appealing to potential users. Would you say something as simple as “Learn how to manage your finances more efficiently” or would you opt for “Get lifetime access to a personal financial advisor” or “Get access to over 100 financial tools”?
The choice is up to you. But, it’s important to keep in mind that your goal is to make the customer experience as good as possible, which is why you want to choose words that make them want to click a link or call a number.
Of course, there’s also the option of using video content to attract and retain customers. If you’re looking to create a more formal landing page for your email campaign, video probably isn’t the best choice. However, if you want to create a more informal, conversational landing page where you can put a face to your company and establish trust, video can definitely work. Keep in mind that not every video needs to be perfect – the important thing is that you establish a clear hierarchy of messages. In other words, your company’s website and social media pages already establish your brand identity, so this video should reinforce that identity while also directing people to make a purchase.
Create Keywords And Phrases For Your Content
If you’re looking to grow your email list, you’ll need to determine the keywords and phrases that consumers are using to search for content related to your product. To find these phrases, you can use free tools like Google Keyword Planner or Keywordist. With these tools, you can enter your product’s name and the names of your competitors to discover the keywords and phrases they’re using.
For example, if you’re marketing a weight loss product, you might discover that people are searching for “protein shakes for weight loss”, “best protein powder for weight loss”, or “fastest ways to lose weight”. If you have a nutrition-minded blog, you could write an article on the most effective ways to lose weight using diet and fitness tips. In this article, you’ll give tips on how to incorporate more vegetables into your diet and how to exercise efficiently to speed up your weight loss.
Aside from the above examples, you’ll discover a variety of keywords and phrases that you can use to attract potential customers to your business. Once you have these keywords and phrases, you can incorporate them into your content.