Do you wake up every day excited about your latest marketing initiative and ideas for growth? Or, do you feel overwhelmed by competing demands and constant changes? Have you ever considered that the answer might be: yes – but not really?
You might be experiencing ‘Email Marketing overwhelm’. We’re definitely seeing more and more businesses and brands resort to email marketing to keep in touch with existing customers as well as to attract new audiences. With constant changes and innovations to contend with, it can be hard to know where to focus your efforts. That’s a lot of pressure to put on a part of your business that you might not even realise is struggling. We get it. We’ve been there. Hopefully, these tips will make it a little easier.
1. Prioritise Email Marketing
Depending on your industry, you might already be doing some email marketing. But, is it really serving your business and audiences effectively? If you’re not getting much engagement or traction from your email marketing, then it’s probably high time to consider some changes. The good news is that there’s plenty of room for growth and plenty of exciting campaigns to experiment with. You just need to decide which ones you’ll focus on first. Email marketing is not a one-size-fits-all approach, and it’s a mistake to think that it is.
Prioritising email marketing means putting in the extra work to ensure that your campaigns are performing at their best. This means reviewing engagement and open rates, measuring the effectiveness of your campaigns, and getting feedback from customers. These are all vital to helping you improve as a marketer and stay ahead of the curve. But it also means creating shorter, more focused campaigns where you can, and cutting things that aren’t working out. For example, you might decide to ditch a paid search campaign that’s not delivering the results you want. Or, you could pull the plug on a Facebook ad after a few days of underperformance. In both cases, you’re better off not wasting your time and money on campaigns that aren’t contributing to your success.
Sometimes, it can be hard to know how effective your campaigns are until you see the numbers. Luckily, we have analytics tools to help us. If you’re not keeping track of your emails (and we know you aren’t), then it’s time to invest in a tool like Infusionsoft, which can help you monitor and review all of your email marketing activity from a single place. For example, you can view all of your campaign activity over time, compare it to previous campaigns, and spot any trends (e.g. increasing or decreasing engagement).
Infusionsoft also makes it easy to segment and target the right audience for your campaigns. You can create different lists of customers based on their digital footprint (i.e. the information they provide as they interact with your brand online). This way, you can send targeted emails that are relevant to their specific needs. You can also measure the success of campaigns tailored to these audiences. This gives you a leg up on the competition, who isn’t always thinking about their customers as much as you are.
2. Customise Email Content
A well-executed email marketing campaign can do wonders for your business. But, if you want to take your email marketing to the next level, then you should definitely be customising the content within your emails. Think about how you can make each email more relevant and engaging than the last one. The more you can put into each email, the more you can ensure your customers will get the best possible experience from your emails.
With custom content, you can pull apart all the numbers associated with an email campaign and, with a little bit of work, turn those stats into something more engaging. For example, you might decide to highlight a specific blog post from your website in a message to prove to your audience that you’re an expert in your industry. You could also use your emails to provide useful tips and tricks for your customers. Or, you could ask your customers for their opinion on a specific topic and use their input to create engaging content for the next phase of your campaign.
The key to leveraging custom content within your email marketing is to put in the effort to make sure that each email is relevant and valuable to your customers. The more you can get done on a regular basis, the more you can establish yourself as a thought leader in your industry. The benefit of this is that, over time, people will begin to trust you as an expert source of information and agree to subscribe to your newsletter, for example.
3. Use Gamification To Engage Your Audience
Gamification is all the rage these days. Essentially, it’s the use of game mechanics to engage users and, in turn, grow your audience. After all, who doesn’t love a good game?
If your business is anything like ours, then you know that your customers are a highly engaged and interactive bunch. Thanks to the ever-growing popularity of social media and the development of online games and platforms, such as Facebook and Steam, it is now possible to engage with your audience through game mechanics. The key is in utilising these mechanics to make engaging with your business more playful and interesting. This, in turn, will encourage your audience to participate and engage with your content. In these types of games, users are rewarded for their actions, be they clicking a button, buying an item, or simply engaging with your content. The more you can get your audience to do, the more you can encourage them to engage with your content.
For example, let’s say you’re running a contest on your website in which you’re giving away free t-shirts. You can use a tool like Basketful to track the actions of your website visitors. When users visit your website and complete a simple tasks, such as registering an account, opting in to a mailing list, or even just viewing a specific page or product, you can give them something in return – such as a shoutout on social media, a discount on the next purchase they make, or the chance to win a prize.
The key to using game mechanics effectively within your email marketing is to pick a fun and engaging task for your audience, and then use that as the basis for a game. The more you can get your audience to engage with your content, the more you can encourage them to enter a state of mind where they’re willing to do anything to gain access to the very things you’re offering. The type of games we just described are a great example of this.
4. Measure The Results Of Your Email Marketing
It’s an age-old question: does email marketing work? The answer is: it depends. Just because you send out a bunch of emails and get a decent open rate and click-through doesn’t mean that every email marketing campaign is a guaranteed win.
If you want to truly understand the effectiveness of your email marketing, then you need to look into the details. That means keeping track of, and measuring, your campaign’s performance, from start to finish. This might mean looking at metrics like:
- open rates
- likes, shares, and comments
- unique visitors
- time on site
The first step in getting the most from your email marketing is to measure its performance. This way, you’ll know if it’s serving your business objectives and if you should continue or switch strategies. The best bit? All of this analysis and tracking can be done from a single place. This brings us to our next point.
Create An Online Community For Your Business
Websites like LinkedIn and Facebook offer a variety of tools that can be used for business networking and marketing. However, one of the more effective and free tools for creating an online community is WordPress.com. It is a content management system that’s incredibly easy to use and can be customized to fit your specific business goals and needs. More importantly, it is a free service that everyone can use to grow their business.
The best part about WordPress is that it offers a variety of free themes and plugins that can be used to transform your site into something unique and customised. Even more exciting is that, with a little bit of effort, you can turn your WordPress site into a fully-fledged social network that can be used to engage with your audience and grow your business online.
The Bottom Line
At the end of the day, no one strategy will work for every business. That’s why it’s important to test different methods and see which ones work best for your specific situation. With a little bit of planning and research, you can put into place a reliable and sustainable email marketing strategy that can take your business to the next level.