Email marketing is a type of direct marketing that involves the use of email to communicate with customers. The primary purpose of email marketing is to promote products or services through the use of informative, engaging material in a straightforward and quick manner. The name ‘email marketing’ simply describes the method of communicating via email.
This form of marketing is very effective because it allows you to target specific groups of people who are more likely to be receptive to your message. You can also measure the results of your campaigns easily through the use of analytics tools. As a business owner or marketing professional, you must have come across a number of email marketing services that promise to get the results you want. It is not uncommon for marketers to be tempted by the sirens call of quick riches, so it is important to do your research before committing.
Why Should You Use Email Marketing?
Here are just a few reasons why you should consider using email marketing instead of other forms of advertising:
- Targeted Audience. Your email audience is likely to be more receptive to your message compared to a crowd that is being bombarded with advertising.
- Reach. Depending on how you set up your account with a particular email marketing service, you can reach a large audience quickly and easily.
- Cost Effective. Email marketing is typically less expensive to run than other forms of advertising. This is mainly because you are not shelling out expensive ads in traditional media. So, if you are looking for ways to save money, email marketing is a great choice.
- Frequent Contact. When someone subscribes to your email list, you will typically receive an email from them every few weeks asking about new products, offering tips for effective marketing, or providing feedback regarding your blog posts. While some people may feel overwhelmed by daily emails from businesses, you can use these interactions to develop a relationship with your customers and encourage them to become active participants in your marketing efforts. In addition, you can put out great content frequently and the occasional email will have a bigger impact because it comes from a trusted source.
What is compelling content?
While the answer is different for each person, there are some general guidelines you can follow to create content that will attract your audience and encourage them to take action. The information below will help you figure out what makes great content.
If you are looking to educate your audience about your product or service, you should consider using a few educational pieces to introduce your message. For example, you could launch with a tutorial or explainer video that shows how to use your product or service successfully. Other options include infographics, which are often referred to as ‘information graphics’ because they combine text and visual elements, or case studies, which are simply examples of how others have used your product or service to achieve success.
Include a few educational pieces in your launch campaign and you will have the opportunity to engage with your audience and build trust. Furthermore, customers who are interested in your product or service are more likely to be receptive to marketing requests because they have been educated about your offerings.
When your audience sees your product or service through fresh eyes, you can bet they will have a much more positive impression compared to those who have been bombarded by advertising. This is how you achieve fresh insight—by bringing someone who has not heard of your product or service into the equation. One excellent way to do this is through an entertaining video pitch that uses a lot of energy and a positive tone. For example, if you run a car business, you could create a funny, engaging video that shows a quirky car salesman demonstrating the features of your product or service in a positive, enthusiastic manner. The more you can do to create a positive impression, the better.
The key is to show the world that you are a real person who is excited about your product or service. If you can do this, you will gain credibility and establish trust with potential customers. You can also use social media to engage with your audience and create a space where they can learn more about you and your business.
Even though your customers are more likely to be receptive to your message if you show that you are an ‘authentic’ voice in your marketing, you should not mistake sentiment for authenticity. Your product or service should not feel more ‘real’ because you show that you have a good feeling about it. Instead, you should strive to be the best possible representative of your product or service and always ensure that you are being honest and up-front about your relationship with your customer. For example, if you sell t-shirts, you can create an authentic voice campaign that is funny, engaging, and uses language that your target audience will understand and appreciate.
What makes great content is when the information or advice provided is something your audience can use. Consider a blog post that provides a tip on how to save on shipping costs for online stores. That is a very useful piece of information for any small business owner who is taking ordering online seriously. This is also a very actionable tip, so the reader will get the chance to apply it and experience the benefits. In this way, you have succeeded in providing valuable advice while also connecting with your audience and keeping them engaged in your content.
5. Easy To Find
While it is not always easy to find the right information or advice when you are searching for it, you should not have any trouble finding quality content that pertains to your product or service. You can use a search engine to find blogs, websites, and other types of content that are related to your product or service and then filter it by the quality and popularity of the content. Popular, well-known sites will naturally rise to the top of the search results, so you do not have to manipulate or trick the system by buying links or using dubious methods to gain popularity.
Choosing An Email Marketing Service
Once you have established a small business, you will inevitably begin to receive offers of advertising from different companies. Most of these companies will claim that they can get you ‘tons’ of traffic, increase your sales, and get you ‘likes’ on social media. While it is tempting to simply take the first opportunity that comes your way, you should not be distracted by these sirens call because they will almost certainly lead you to perdition. Before you make any decision, it is essential to do your research and find out what types of services the company offering the deal has to offer and whether or not they are reputable. Is the website user-friendly and does it seem like a profitable venture to enter into? Once you have answered all of these questions in the affirmative, you will have no trouble choosing the best email marketing service. Remember: the correct choice is not always the most expensive one.