What Is Email Marketing?
In a basic sense, email marketing can be defined as any email sent to a potential or current customer. The emails you are sending typically will implement advertisements, improve brand awareness, solicit sales, or get referrals. Successful email marketing creates trust and furthers the the goals of your company.
Email marketing is great for getting your name out there without extremely high production costs. Here are some tips to understanding and implementing a great email marketing campaign:
What Are Your Goals?
The best way to get started with your email marketing campaigns is to have a set goal in mind. Do you want to:
- Increase sales
- Improve brand awareness
- Re-engage your customers
- Offer discounts
- Promote an event
- Send traffic to your website
There are tons different ways to utilize email marketing to further the goals of your company.
Generate Great Copy
The subject of your copy for your email campaign will differ depending on your goals, but you will want to include any pertinent information about your company, brand, or offer.
It’s important that you keep your emails brief and to the point. Including too much information can deter people from reading the whole email. We’ve talked previously about how to write great copy for your email marketing campaign, but first, you need to have people to email.
Build (and Maintain!) a Contact List
Your email marketing campaign needs to start with a quality contact list to reach out to. Developing a quality contact list can be difficult. You can start building your contact list through a content campaign aimed at the audience you want to build your list from. Here are two easy ways to go about developing quality content:
Blog Content. Blogging is the easiest way to stream high quality, targeted content and increase traffic to your website. Using on-page SEO optimization and relevant keywords can help increase your visibility on the search engines, drawing an even larger audience to your content.
Social Media Content. Everyone uses some form of social media. You can use social media as a launchpad for your blog content, as well as keep up with quick, timely information that your target audience finds relevant. Social media also allows you to engage with your followers directly.
Building your contact list is only the beginning! According to HubSpot, your email marketing database degrades by 22.5% each year.
In order to maintain and grow your contact list, you need to get creative:
- Continue blogging
- Create free resources, like an ebook
- Promote a contest
- Host an online webinar
All of these measures are meant to help you get the information you need to build your list. Have people sign up for your event, offer their contact information, or make a purchase. You need people to opt-in.
Carefully placed Calls-to-Action can help you convert at a higher rate. Your email marketing campaign should include one clear, actionable CTA.
When you combine a solid CTA with a high quality list, you are setting yourself up for success with your email marketing campaign.
Refine Your Emails
A/B testing different subject lines, phrasing in the copy, and CTA placement will help you find the optimal marketing mix for your email campaign.
Creating an email marketing campaign is an ongoing process that can be highly effective for your business.