HOW DO YOU START AN EMAIL MARKETING
CAMPAIGN THAT ACTUALLY WORKS
Email. It’s the first thing you check when you sit down at your computer at the office and it’s the first thing you look at when you get home.
We’ve gotten conditioned to check our email not just daily, if not hourly (thank you very much to the constant alerts on my phone) thinking we’ll miss an important message or lose out on the best limited-time offer ever.
As excited as we are to see a new email message from one of our contacts, it can quickly become a nuisance and a not so fun task wading through the hundred or so emails we get each day from a variety of sources, most of which are fighting over our dollars and bank account.
Email marketing has become a staple tactic in every marketer’s playbook, and as annoying as those pesky salesy emails are, they are highly effective and efficient.
If you’re new to email marketing, or have assumed that it isn’t effective, now is the time to get started. Here is how:
Mind Your Manners
People are bombarded with advertisements and interruptions every day, including email. They have to set aside precious minutes out of their life to go through all the emails and hopefully stop to read yours.
The first key to a successful email marketing strategy is to compose emails that catch the eyes of your recipients by setting yourself apart from the many other emails he or she receives on any given day.
Remember, at this point, your potential customers aren’t looking for something to read. They’re looking for things to delete.
Your emails need to get their attention, but they shouldn’t be obnoxious. Personalized emails that are sent in alignment with the customer’s timing preferences seem to perform the best.
When you send an email, after all, you are, in a way, entering their home and world.
When launching an email campaign, be considerate in how you word your email and the timing and frequency in which you send emails.
Build Up a Healthy Email List
A strong and successful email campaign needs a sizeable email list to get started. There is no magical method for doing this, though, and different companies will have their own strategies for building up their lists.typing the next great email
The most common methods include giving something away for free, offering a newsletter or company updates on products. The purpose of these efforts is to offer something of value for the low, low price of a name and email address.
Your call to action and the purpose of the emails need to be strong, compelling and clear. You need to be careful on how you word your email.
It can be helpful to get inside the heads of your recipients by coming up with questions they will likely consider, including:
What do I get when I give you my email address?
Are you going to spam me?
How often will you email me?
Will I get discounts?
Will I get a first crack at your beta?
Will you send me relevant offers or more junk?
Your “ask” needs to be compelling and incentivizing. Avoid the generic, bland “enter your email for updates.”
You can also look at your own inbox and see what types of offers you subscribe to and figure out what compels you to click on certain emails and not others.
Use a Reputable Email Service
When you use a reputable, well-known email service, you increase your chances of recipients opening, clicking and converting through your emails. This is because these email services help you send emails that look professional and interesting. This builds trust between your brand and the recipient.
Some reputable email services you could consider include: (Please note: we are not endorsing any one of these in particular, just highlighting some of the known players in the field.)