This year’s edition of the Software Email Marketing Conference was full of brilliant insights, practical examples, and best practice sharing from top software vendors across the industry. Here we highlight three ways that you can make the most of your own conference experience and apply what you’ve learned.
Understand Your Target Audience
Do you have a clear picture in mind of who is reading your marketing emails? If not, you’re wasting your time and have no idea what will work for your particular audience.
Start by understanding what sets your target audience apart from others. What do they value in life? What are their interests? Think about the type of content you’ll include in your email marketing campaigns and brainstorm various ways to reach these users. Don’t just focus on one method, such as display advertising, as part of your digital marketing strategy. Look at the bigger picture and think of different channels that might work in combination to achieve your goals.
As a marketer, you’re in a unique position to reach your target audience. You know what they value and what types of content they prefer to receive. You also have the ability to adapt your marketing materials to fit these preferences. Don’t be afraid to experiment and learn from what works best for your target audience.
Determine The Optimum Email Marketing Platform
It’s important to look at the big picture when considering which email marketing platform to use. Not only should you examine the software itself and how it functions, but you should also think about the various platforms and how others might integrate with your existing systems.
Take Gmail for example. It’s the world’s most popular email service with over a billion users. Yet, it’s also the most complex one. Not only do you have to consider the various labels and filters to understand which messages to read, but you also have to keep track of multiple mailboxes. Not recommended for marketers who want to keep their sanity.
On the flip side, take Apple Mail. It’s the integrated email client offered as part of the Apple suite of products. The simplicity of this platform makes it ideal for marketers who want to harness the power of email marketing. Especially if you’re already using Apple products for your business. In fact, Apple Mail is so simple and straight-forward that even non-technical users can set it up in a matter of minutes.
Selection Of The Best Email Marketing Campaign Techniques
To be able to effectively use email marketing, you don’t necessarily need to be an expert in digital marketing. However, you should have a firm grasp on the various techniques and know which ones will work for your audience.
There are four main techniques you can use to successfully communicate through email:
- Leverage The Recipient’s Interests – Have you ever received an email that seems like it was crafted by a machine? Chances are, that’s because it was. More often than not, marketers buy or rent email lists from 3rd party sources to ensure they reach the right audience. Sometimes this can feel like spam, but used properly, it can be a powerful tool. When crafting your email campaign, put yourself in the shoes of a person who doesn’t know you or your business. What would they want to learn more about? What would make them interested in your content? Create content that will pique the curiosity of your target audience and offer information that they want to learn about.
- Use Visual Cue – Humans are naturally drawn to images. So creating eye-catching visuals for your email can help it stand out among the rest. Depending on your audience, you might consider using fun graphics, such as infographics, or adding other elements, like music or video.
- Personalise The Message – Everyone perceives messages differently. In other words, each person will interpret information and content according to their own life experiences. When sending out information about your business or offering advice, you can consider including something personal. For example, tell a story about how you overcame a particular challenge, or offer advice on running a successful business based on your own experience.
- Include Calls To Action – The golden rule of online marketing is always “attract, engage, and connect with your audience.” Calls to action allow you to pull someone into the action stage of the buyer’s journey. Without them, your content might get shelved in somebody’s spam filter.
With these tips in mind, you’re ready to craft a winning email marketing campaign. Just remember to vary the content you send out and tweak it based on which technique you used. Doing this will help ensure you appeal to as many people as possible and boost your results. Plus, it’ll make your work a bit more enjoyable. What do you think?