Although email marketing has fallen in popularity since the emergence of social media, studies have shown that sending targeted emails is still one of the most powerful tools any business has. Email marketing offers the possibility of highly tailored campaigns while at the same time being a cost-effective way of reaching a large volume of customers. Here are six steps that you can take to create an effective email marketing strategy for your business.
1. Have a Professional and Well-Designed Website or Landing Page
Before you do anything else, you need somewhere to direct the people on your email list. You want them to click on a link in your email marketing, and then what? Are you encouraging them to contact you about services, sign up for a webinar, buy a product? You want where they land to look very professional, and to clearly direct them towards your intended outcome. There are a few services that offer to set up these types of pages for you, but I always think it’s best to do it yourself which means having your own website. If you don’t already have one, I really like a2hosting. It’s very fast and reliable, I use it for several of my websites. You can find some promo codes and great deals for their services on this website. Their services are already very reasonably priced, but it never hurts to save a few dollars when you are starting out.
Check out some articles and videos on creating ‘lead funnels’, these will guide you on how to best set up your website for maximizing the value of your email and other online marketing.
2.Build your list
The first step to efficient email marketing is to build a list of subscribers and make sure this list is constantly growing. Make it easy for customers to sign up to your newsletter by adding a subscribe button in a visible place on your website. In order to encourage people to subscribe, offer them an incentive such as a discount or voucher, and make sure that the subscription form is kept as short and simple as possible. There are lots of great companies that can handle your email marketing for you such as MailChimp, Constant Contact, and Aweber.
Although customers know that marketing emails are sent to a large list of people, they will pay more attention to your messages if they are personalized. Use customizable fields to personalize each email with the subscriber’s name, thus making the message more friendly. Use demographic information and the browsing behavior of customers to tailor the content of your messages. Studies have shown that including personalized recommendations in marketing emails can increase the click-through rate by up to 30%.
4.Make your emails mobile optimized
70% of customers open their emails on mobile devices, and 30% of them use only mobile devices to read their emails. A website or landing page that is or not well formatted for mobile phones can be a frustrating experience to your customers. Make sure your website and emails are mobile friendly, and that users know from the beginning they will have a good mobile experience on your website.
Consistent email marketing helps build a relationship with your subscribers and makes it more likely that they will purchase items from your website. Stick to a schedule when delivering your emails, so that your customers become familiar with them and learn to expect them. Keeping your style and content consistent is also important, as your subscribers will learn to recognize your messages and not dismiss them as spam.
6.Encourage social sharing
Including social sharing buttons in your emails is crucial, as each share considerably increases your pool of potential customers. Statistics show that emails with social sharing buttons generate a 100% higher clickthrough rate than those without them. When adding social sharing buttons to your website, consider which social platforms are most popular with your customers.
Email marketing might have fallen out of favor in the past years, as social media platforms keep increasing in popularity. However, due to its cost-effectiveness and the easiness to target campaigns to a large number of people, email marketing still makes a very effective tool. Making subscribing easy for your customers, delivering personalized emails, staying consistent and encouraging social sharing are all important steps to a successful email marketing strategy.