Everyone likes to feel important, and receiving an email from a brand that you respect is an excellent way to make people feel valued. When it comes to marketing an email campaign, one size does not fit all. Each business is unique, having unique goals and visions; however, there are a set of guidelines that can be followed to successfully tailor an email marketing plan for your business.
Set A Budget
The first step to developing an effective email marketing plan is to set a budget. Just because you have enough money to pay for a full-blown advertising campaign does not mean that you should. Decide how much money you have to spend on marketing, and stick to it. If you want to grow your business, you need to invest in marketing.
Just because you are starting a business does not mean that you have to limit yourself to one type of marketing strategy. Decide which one you will use, and stick with it. If your budget allows, run a split-testing campaign to see which strategy works best for your target audience. In a nutshell, setting a budget will help you remain focused on the big picture, while giving you the tools to measure the results of your efforts.
Know Your Audience
The next step is to understand who your audience is, and what they want. Ask yourself questions about your target audience: who are they, what do they want, and how can you give it to them? This step is extremely important, as you can never guess what will work for your target audience, and what won’t. Take your time here, and you will soon find your answers.
You should not be afraid to get personal, as this will make your communication more relevant and valuable to your recipients. If you can get specific with your answers to the above questions, you will be able to tailor your message to resonant with your audience. When done right, email marketing can be a powerful tool for business growth.
Segment Your Audience
Segmentation is a very important part of any marketing campaign, and it is no different when it comes to email marketing. After you have determined your target audience, you should segment them into groups. These groups will form the basis of your campaign, and you should aim to capture each group’s attention through individually tailored campaigns. Each group will have its own unique characteristics, including psychographic information (age, gender, socio-economic status, geographical area, etc.), and a set of key behaviors (what do they do, where do they go, what devices do they use, etc.).
The main purpose of segmentation is to allow you to target the right audience with your message; however, it can also help you understand how to position your offer in a way that will interest your audience. Remember—your goal is to grow your business, and this is only possible if you speak to the people who matter most to you.
For example, if you are selling luxury goods, you can target high-net-worth individuals, or you can target millennials and convey the value of your product through lifestyle advertising.
Make Your Email Stand Out
The way you greet your readers, how you introduce yourself, and even the tone of your email all have a significant impact on the overall tone and content of your email. Make sure that your email stands out from the rest—it’s a crowded field, and your competitors are just as keen as you to attract customers.
Emails that stand out tend to have an engaging voice, a unique design, and content that is useful, applicable, and memorable. To help you stand out, we have compiled a short list of 20 tips that will assist you in creating a memorable and effective marketing campaign. Keep reading for more information on each tip.
1. Keep It Simple
People love simplicity, and it is often the simplest things that end up being the most effective (think: the Amazon Mechanical Turk for marketing). The fewer distractions there are in an email, the more effective it will be. Keep things as simple as possible—no flashy design schemes or clashing colors, just black text on a white background.
2. Vary Your Tactics
It would be unwise to solely rely on one type of marketing campaign to drive traffic to your business. Depending on your budget, you might want to consider a pay per click strategy, where you pay for each click that leads to a conversion (sales, sign-ups, etc.). This is a widely used strategy in the B2B world, where you might want to consider paying for online adverts on sites like Google or LinkedIn.
Alternatively, you might want to try a content marketing campaign, where you simply create and distribute high-quality content that is designed to attract, engage, and delight your audience (thought leaders, bloggers, etc.).
3. Customize Your Email
Even among friends, email clients can look incredibly similar. With each new release, the software and settings become slightly antiquated, and it is easy for emails to get lost in the shuffle. To ensure that you message is both relevant and concise, you must put in the extra effort to customize your email. Begin by identifying the main points you want to make, and crafting a concise, actionable email around these points. If you can keep your email under 200 words, you will achieve maximum readability and response rate.
4. Keep It Short
People are increasingly browsing through their email on their phones. If your email is longer than three paragraphs, you will lose a considerable portion of your audience. Remember, brevity is the soul of wit. Short emails are often more effective than long ones, as they require less effort to read and digest.
5. Use Statistics & Numbers
It is always an excellent idea to back up your claims with hard numbers. If you are using statistics to prove the worth of a certain marketing strategy, you can do the same with email marketing. For example, if you are using email marketing to boost product sales, and you want to support your claim with hard numbers, you should look into generating a statistically significant sample size. In the digital marketing world, this would typically be done through A/B testing—splitting your audience randomly into two groups, and measuring the differences in user behavior between the groups to see whether one approach is more effective than the other (and why).
Some businesses use email marketing to stay in touch with former customers, while others use it as a tool to grow their audiences and gain new leads. It really depends on the goals and objectives you set for your marketing campaign. The truth is, a lot of marketing is still done through traditional, outbound methods (such as advertising) and social media, but a lot of the communication happens digitally, via email.
Email is a must-have for any business, but especially for those who want to stay in touch with their customers, or those who want to grow their business. Make sure to set up a dedicated email account for your business, and make sure to communicate with your audience via email. You can use email to follow up with leads, remind customers of upcoming events, and stay in touch even after the sale. We hope this article will help you effectively use email marketing for your business.