In times of austerity for businesses, many people turn to email marketing as a way to reach their customers without denting their budgets too greatly. What are the most effective ways to reach people in a sea of similar emails in inboxes? How do you get signups for such emails? How do you choose content for the emails?
The first step in creating a successful email marketing campaign is to get people to sign up. Post signup forms on every form of social media that you have, including your homepage, your blog, your Facebook page and any other social networks or sites that you regularly use. Collect names for personalisation purposes, and you can also collect information such as birthdays in order to send special offers and discounts once a year. A subscription form with too many boxes can put people off from sitting and filling it out, so ensure that this part is short and concise.
The next step is to design the emails in order to fit around your brand. Email campaigns should be an extension of existing campaigns, rather than a separate arm entirely. Use company colours and logos, and ensure that the emails are consistent with the content on the company blog or website.
When it comes to choosing content to go into the newsletter, consider its relevancy to a consumer. Don’t simply fill up a template with pointless articles; only send an email if you have something important that you want to say. No matter how they receive it, whether through their inbox, letterbox or in their news feed, consumers will only respond to well-produced content that piques their interest.
Subscribers to newsletters will tend to be very busy people who experience an influx of similar emails every day of the week; getting their undivided attention is not an easy task when going directly into people’s crowded inboxes. For this reason, it is important to make the newsletter very scannable. Don’t send long chunks of text; offer them ‘read more’ links and a few engaging sentences to grab their attention and encourage them to follow the link. Use formatting to draw attention to the areas you would like to draw the most focus.
Email content is no different from much social media content in that one of the main aims is to make it shareable. Be sure to include public links to web versions of the content with the appropriate sharing buttons, so that it can be shared through the right channels, rather than having recipients forward on the email to a friend (where it can’t be tracked nearly as easily).
Following these basic tips can help any business, large or small, to build up a successful email marketing campaign for their clients and potential customers.