Have you considered using email marketing to reach your target audience? If so, you need to put into practice some best practices to ensure you use the right media mix and reach your audience over the long-term.
There is a common misconception that a one-time digital marketing spend is acceptable in achieving successful email marketing results. However, this couldn’t be farther from the truth. You need to constantly monitor and manage your budget to get the best results from your efforts. Also, make sure you’re investing in the right platform and the right email marketing software to get the most out of your campaign.
Set A Budget And Stick To It
You won’t get very far in digital marketing if you don’t know how to set a budget. This applies to all aspects of digital marketing, including email marketing. It’s essential you have a clear idea of how much you’re spending on each campaign and what your total budget is. You can use your email marketing software to track your spending and the results of your different campaigns. This will help you find the right balance between cost and performance, and it will help you avoid wasting time and money on campaigns that aren’t providing good value.
Choose The Right Platform
One of the most important things you need to do if you’re planning on using email marketing is to choose the right platform. As previously mentioned, your media budget determines the volume of email you’ll be able to send and the size of your audience you’ll be able to attract. With that in mind, you need to decide whether you want to use a free email service or a paid service. There are pros and cons to both options, so it’s important to research the perfect platform for your needs. Free email services usually provide you with more storage than you’ll need, and that’s great for getting started. However, these services lack the performance and reliability of paid services.
Find Your Audience
Once you have a good grasp of the various platforms, you can figure out which one would be the best choice for your needs. Take your time to find your audience and establish meaningful relationships. This will help you in the long-run because you’ll be able to rely on them for your marketing needs, rather than just using popular platforms to reach a broad audience.
You don’t need to limit yourself to just one platform when getting started. Instead, use your email marketing software to connect with other businesses with similar interests. This is called ‘built-in SEO’ and it helps you get the most out of your campaigns by increasing the amount of people who’ll see your messages. Once you have a decent sized audience, you can start to focus your efforts on growing your business rather than just getting the word out there.
Establish Key Performance Indicators
Having clear and measurable performance indicators is an excellent way to track the effectiveness of your email marketing. This is especially important if you’re doing this for the first time and don’t have much experience. To start, you can use the number of orders you receive as a direct measure of the effectiveness of your campaigns. Ensure you have some reliable data to base this on. You can also look at things like the number of people who engaged with your message and the conversion rates on your different online channels (e.g. website, social media, email).
You should also track the performance of your different channels. For example, did your Instagram account perform better than your Facebook page or vice versa? These are all questions you can ask to establish a base line of comparison. You can then track the performance of each channel over time to establish a clear improvement pattern.
Create Custom Audiences
As your business grows, you’ll start running into the problem of having too many customers. You’ll need a way to segment your audience, so you can send them more targeted messages. You can use a tool like MailChimp to create custom audiences based on your email marketing software. For instance, you could create an audience for new customers and one for VIPs (i.e. people who’ve given you their contact details).
This is an excellent way to segment your audience and it can be done in a moment. Simply go to ‘Manage Audiences’ in your email marketing software and you’ll see all the different options. You can then create separate lists of contacts and start sending out custom emails.
Use Measurement And Optimization
Now that you have all these new contacts, it’s time to send out some emails and measure the results. It’s important you take these steps so you can continually improve your strategy and get the best results. To do this, you need to set up automated email campaigns using a tool like HubSpot. With HubSpot, you can set up email campaigns in no time at all and then just sit back and watch the engagement rate increase over time.
If you’re looking for a quick wins strategy that’ll help you get the most from your email marketing efforts, then look no further. Just set up a HubSpot account and you’ll be able to build a strong foundation for your business in the digital world. Once you have that, you can add all the other tools you need to make your marketing efforts successful.