You’ve heard of email marketing – sending out hundreds of emails every week to various groups of people – but did you know there’s a different kind of email marketing?
It’s called branded email marketing, and it allows you to target audiences based on their interests. Plus, you can integrate social media and other digital marketing tactics into your campaign. This type of marketing is powerful, but it takes a bit of work to make sure everything is controlled and streamlined. Let’s look at how you can put together a strategy for your own branded email marketing campaign.
Keyword Targeting And Research
When someone sends an email to a potential customer, they’re usually in the habit of searching for a relevant keyword in the subject line or in the body of the email. So, if you want to target a specific group of people and encourage them to visit your site or click on a particular link, you can include the keyword in the subject line or in the body of the email. For example, if you sell baby furniture, you might want to send an email to new parents with the subject line of “Find the Right Baby Bed For Your Littles.”
Then, you would include a list of the various beds available and their features. This type of targeted email can be extremely effective because the person receiving it is likely to be searching for a solution to a problem – in this case, finding the right baby bed for their little one. As a digital marketer, you can find a list of commonly used keywords and run a quick search to see which specific words and phrases generate the most interest.
Doing keyword research is also essential for effective social media marketing. If you’re not sure how to do proper keyword research, this comprehensive guide will help you find the right keywords and phrases to use in your SEO strategy.
Persona Development And Triggering
When you have a clear idea of who you’re trying to reach and why you’re writing your emails, you can create a persona for yourself – this is a fictional character designed to represent your ideal customer. Just remember, your customers aren’t likely to be walking around in your shoes. So, your job is to match their interests with your product or service. For example, if you’re selling jewelry, you might want to create a character named Tiffany, whose interests are in trendy fashion and famous designers.
You can also use this fictional character to trigger an interest response. For instance, you might want to create an email that asks the recipient to join your mailing list and provide their email address. You want to make sure that you have a clear opening line that grabs the reader’s attention, a strong call to action (such as “Click here to learn more about Tiffany”), and an offer that is relevant to your product or service (such as “Get 20% off your next order of diamond earrings”).
These three elements – an attention-grabbing headline, an enticing offer, and an interesting body – combined, create a memorable and inspiring message that is likely to make your reader take action. And that’s what you want – to get them to take that first step toward making a purchase, joining your mailing list, or getting in touch for a chat.
How To Create A Branded Email Marketing Campaign
Now that you have the basics – keyword targeting and keyword research, building a solid brand, and creating a memorable message – you can get down to the business of creating a strategy for your branded email marketing campaign.
To start, make a list of the various groups of people you want to target. Think about gender, age, location, interests, and other demographics factors, as well as your competitors’ lists.
Once you have your demographics in mind, you can decide which ones you want to focus on first. If you want to target people in your local area, pull up the census data for your zip code. This will give you an idea of how many people in your area, generally, are in the targeted age group. From there, you can create a plan to reach this audience and encourage them to visit your site or business.
For example, maybe you decide that female millennials between the ages of 18 and 24 are the ideal customer for your product or service. Using this as a point of departure, you can craft an email marketing campaign that will resonate with this audience and get them to take action – maybe by inviting them to a launch party for your brand, or by sending them special offers via email.
Keep in mind that not all millennials will respond well to your campaign. You want to focus on creating a loyal following of subscribers who will remain engaged with your content and, eventually, buy your product or service. To achieve this, you will need to consider carefully what you’re sending them and how you’re going to keep them engaged. Think about what makes your product special and what will encourage them to buy it. Do you offer a money-back guarantee or a free sample? Are you offering a coupon code or a special discount? These are just some examples of the various ways you can entice your audience to action.
Think about what would interest them and make them interested in your product or service. It might be that you can gain a valuable insight into this by looking at other email marketing campaigns that have been successful – the ones that your competitors fail to measure up to. Learn from their mistakes and integrate what you’ve learned into your own strategy.
Now, let’s say you want to target men in their 20s who like luxury items and designer clothing. You can start by looking at your existing database of email subscribers. If you’ve done your keyword research correctly, you will have found a list of keywords and terms that you can use to search for – and, therefore, target – men in their 20s who like luxury goods.
From there, you can develop a plan to pitch your products or services to this audience. Remember, not every subscriber on your email list is going to be interested in your product. You will need to focus on engaging with those who have expressed an interest in your product or service. So, use a tool like HubSpot to keep track of the various subscriber stages – or ‘touchpoints’ – along the path to purchase. With this information, you will be able to craft a plan for converting these individuals into paying customers.