The year is almost over, and that means it’s time to reflect on the past 12 months. For many businesses, this will involve some serious soul searching and the question: “How can I maximise sales in 2020?”
One of the best ways to do this is by taking a hard look at your email marketing campaign and seeing what you can do to improve it. Email marketing can be a powerful tool in your arsenal, but it’s also very fragile. One wrong move and you could lose thousands of customers in a matter of hours. To protect your email marketing campaign, you need to approach it with the right mindset and have a clear understanding of what you’re doing.
The Benefits of Email Marketing for 2020
From the very beginning, when the pandemic was just a thought in people’s heads, emails have been a way to keep in touch with customers and keep them engaged with your brand. Studies have shown that sending an email once a week on average keeps your customers engaged with your brand for longer. It also helps to establish credibility and trustworthiness. By consistently engaging with your audience, you’re demonstrating that you’re a reliable and honest brand.
Sending regular emails isn’t just about keeping people engaged with your brand during a time of crisis. It’s also a great way to build a relationship with your customer and create long-term value for them. The key to a successful email marketing campaign is to approach it with a strategic mindset and a clear understanding of what you’re doing. That way, you’ll be able to maximise the benefits that email marketing has to offer in your next campaign. Let’s look at how you can use email marketing to your advantage in the coming year.
Make Them Interested In What You Have To Offer
Based on your initial interests and analysis of your competitors, you can determine the kind of content you’ll use to attract potential customers to you. This could include something as simple as a news roundup of the latest industry developments or a detailed analysis of the factors that make your product unique. Choose a combination of these to form the basis of your content.
Whichever approach you take, make sure that you’re interesting your reader and that your email contains content that will make them want to keep reading. One way to do this is by including some compelling copy in your email. Make sure that your subject line reflects the content of your email and that your email is concise and to the point. Finally, include a call-to-action in your email at the end, asking the reader to take some specific action –– such as to sign up for your newsletter or to visit your site. Remember, prospective customers may be receiving dozens of emails every day, so your email needs to stand out.
Use Measurement And Analysis To Improve Your Campaign
Even as you expand your email list and gain new subscribers, it’s still very much a numbers game. There’s no point in having a huge list of subscribers if you don’t know how to measure their engagement with your content. To improve your strategy, you need to set up automated email campaigns that will allow you to test different content and approaches. This way, you’ll be sure to discover what works best for your audience.
To start with, you can measure the open-rates and click-through rates for your different emails to see which ones are performing the best. You can also use conversion apps like ConvertKit to track the progress of your campaign and see how many people are subscribing to your list and how many people are actually engaging with your content. This way, you’ll know if there’s any improvements that can be made to improve your performance in the future.
Develop A Culture Of Feedback
To maximise the benefits of your email marketing campaign, you need to create a culture of feedback where others are encouraged to give suggestions and where managers are accessible for those who need help. A culture of feedback is important because it takes the stress out of giving feedback. By creating a culture where everyone feels that they can give their opinion and suggestions, you’ll be able to make significant improvements to your campaign. It also means that if someone is having problems with your product or service, they can approach a manager with confidence that their opinion will be valued.
Use Your Data To Form Better Business Decisions
As we’ve established, data is important. Without it, you’re flying blind. However, all the data in the world won’t mean anything if you don’t form good business decisions based on it. This is why it’s essential that you approach your email marketing with a strategic mindset. You’ll need to set benchmarks and analyse the data from your previous campaigns to determine what’s worked well and what needs to be changed to improve your strategy for the future.
When preparing your next email marketing campaign, take a deep breath and ensure that you’ve thought of everything. Even during these challenging times, customers want to be kept informed and engaged with your brand. With the right approach, you can still form a solid base for your business and continue to grow with confidence.