There’s more to email marketing than blasting out messages to your list and hoping for the best. Like any marketing effort, your emails should have a strategy.
Over the next few weeks, I’ll be sharing some best practices you can implement in your email marketing.
If you’re a business owner looking to generate sales, an author promoting a book, or a marketing director trying to cultivate customer relationships, read on to learn how to get started using email marketing effectively.
If you’ve already started a campaign, keep reading. These strategies will help you at any point in your email marketing and may help to uncover why you aren’t getting the results you had hoped for.
First, why send emails? There’s no denying that email marketing is a powerful tool.
Email marketing is a great way to:
- Generate and follow up on leads
- Build relationships with prospective buyers
- Build customer/reader loyalty
- Upsell and cross-sell existing customers
- Generate direct sales
But your emails won’t generate any sales or leads if they aren’t being read.
Here are a few things to consider before beginning a campaign:
Where does email fit into your marketing strategy?
Email marketing does not work in isolation – it should be part of an overall plan or campaign. Just as with any other marketing communications, your emails should be tied to your current initiatives.
First, determine where the emails fall in the sales process – before the sale, follow up to the sale? Then consider, how does this email marketing piece move the prospective buyer to the next step in the sales process, and how are we following-up?
Integrate your messages as part of your overall marketing strategy so that it works with your other marketing efforts and you’ll see better results.
How often will emails be sent?
Too often and you could be annoying your readers. Not often enough and you aren’t maintaining their interest from one email to the next.
There’s no hard and fast rule that dictates exactly how often emails should be sent. Simply increasing the send frequency won’t necessarily boost engagement. It depends on the audience – your subscribers might not mind hearing from your more often if the emails they are receiving from you are valuable. Get to know your subscribers and know what works for them.
Determine how frequently your emails will be sent and stay consistent so that your subscribers can expect how often they’ll hear from you.
How strong is your email list?
The quality of your emails is hardly relevant if you’re sending them to a poorly targeted list. If your subscriber list is old and outdated or has a high bounce rate, your messages may be falling on deaf ears.
A good list is permission-based and organic. In other words, you want your messages to be received by people who want to hear from you. Work toward building your list organically rather than purchasing giant lists of emails.
Now that you’ve analyzed your overall email marketing strategy, the frequency of emails and you’re working toward building a quality list, it’s time to concentrate on getting your emails opened…
Next week’s post will focus solely on solid subject lines. Subscribe now so you don’t miss out!