Email marketing has been a long-lasting marketing strategy in helping business obtain success with delivering ROI and revenue, increasing sales and brand awareness, and much more, through driving content and connections.
Email marketing can be summed up as the the use of email to promote a product or service of some sort.
The company, person or entity, that is performing email marketing, usually sends out emails to potential clients in an attempt to solicit donations or sales for a product or service, send advertisements, request business, build a relationship and numerous of other possible things.
Often times, your goal as an email marketer is to persuade the recipients of your emails to take a call to action pertaining to whatever the purpose of the communication is, whether a product, service or campaign of some sort.
One of the major benefits of email marketing are the low over head costs while creating the opportunity to obtain a high return on investment with this (internet) marketing strategy.
Being consistent enough with sending the right types of interesting emails can help the email senders create a rapport with the recipients, and that can encourage them to become customers, and sometimes repeat customers.
The downside of email marketing is that the tactics applied to retain customers can sometime drive them off, so it is important to learn ways to send clever emails.
Some specialized features of email marketing include the ability to personalize emails and software that allows you to schedule automated emails for unique situations.
Although there has been some debate as to email marketing dying off as an effective marketing strategy with the emergence of social media over the years, there is still a consensus that email marketing is a necessary strategy for business, especially blogging.
Here are some tips and best practices that you should find of value for email marketing.
1. Know the Rules
There are is an email related law that carries consequences (criminal and civil) if broken.
The CAM-SPAM Act of 2003 is a bill that was passed that has rules mainly surroundind spamming, and the FTC has the authority to levy fines against business owners pertaining to these laws.
Some of the rules within this law include:
- A message cannot be sent without an unsubscribe option.
- A message cannot be sent to a harvested email address
- A message cannot contain a false header
- A message should contain at least one sentence.
- A message cannot be null.
- Unsubscribe option should be below the message.
- Accurate “From” lines
- Relevant subject lines (relative to offer in body content and not deceptive)
2. Learn the Platform
Before you want to try and get into applying strategies, you want to learn how to use your email marketing software to apply the features needed for your campaign.
One of the most beneficial features of an email marketing platform is automation.
Email automation allows you to send out targeted messages at designated times or based on specific actions, which helps you build personalized relationships with visitors.
You are able to target particular groups of customers or even specific individuals if you choose to do so.
So let’s say a customer spends some time on your e-commerce site, looking around for products to buy, and maybe added a few products to their cart, but never made a purchase, with email automation, you can set things up to where that visitor that visitor receives an email with a message that may help encourage them to return to your site and make a purchase.
This component of email marketing along with others like optimizing your content for mobile devices, learning how to make a landing page, segmentation and the role of email marketing metrics are important features that you should master overtime to help keep an efficient campaign.
3. Build An Email List
What’s important for a business person to understand about email marketing, is that when you’re building a list, you’re building a business.
You won’t have email recipients to market and pitch to if you don’t have a list of potential customers in the first place?
So the first step of email marketing is to work to build a list of future customers that you can engage with.
Building an email list can be done with an easy to use a program like Clickfunnels (which is a software used to build sales funnels) that you can implement on your blog or business site.
Or you can simply place an email opt-in option in the right locations within the site and allow your potential customers to subscribe to your site. Usually for something of value, like some valuable accessible information, or access to a weekly newsletter.
The interface that catches the email subscribers is easy to use for both the site owner and the potential customer
There are different levels of email marketing software that can cater to your business needs in different ways, so you will want to do a little bit of research to get a good idea of which platform will best fit your needs and budget.
Some of the best platforms email marketing platforms include:
- Constant Contact
- Active Campaign
It is also best practice to let the potential customers know exactly what they are opting in for before they subscribe.
4. Create Value
A clever marketing strategy to building an email list is to provide something of value that will encourage website visitors to opt into an email list.
Simply saying, “enter your email for updates”, is not likely to help you grow a large email list.
The key is to look to provide something of considerable value in exchange for the visitors name and email.
You can give something away for free, like a printable guide that has valuable information, or you can offer a newsletter or product updates.
Your focus is to find the best way to encourage visitors to agree to receive emails from you.
5. Market Intelligiently
You don’t want to create an email list, then go right into attempting to sell something to a potential customer.
It is beneficial, both for the you and the email recipient, if you would be able to provide any additional types of tips, information or insight on different topics related to your business.
Doing this can help help create a rapport with potential (and current) customers.
Even when you have created a connection, it’s important to always be cautious about being aggressive.
For example, you don’t always want to be sending out the same types of ads to buy all the time.
Part of standing out from the crowd (of other emails) is making sure that you have the “human touch”. Treat your list well and don’t offend them.
It will benefit you to find ways to treat your list with value and respect. This can even allow people on your list to become avid fans and supporters of your brand and help propel it into the next level.
Keeping your customers engages is an important aspect of your email marketing strategy.
Setting up an e-mail newsletter is a component of email marketing that is a good way to keep customers of your business engaged. If you have a blog you can send out emails with your most recent blog posts in it.
Your email newsletter can also have updates about your business, upcoming events, and special offers that are sent in an email blast to readers that have opted in to receive your newsletter.
Another important aspect in performing email marketing is the craft of “developing relationships” with your email recipients, in hopes of eventually attracting them as customers or clients of your business.
If done incorrectly or in an overly aggressive manner, your email marketing approach can potentially drive off customers.
6. Schedule Properly
A strategic component of email marketing is to create a schedule that you can stick to.
A newsletter for example can have it’s regular day or days which it can be sent out. This will allow your list to know when to expect the content that they know they will and are sometimes waiting to get.
Email marketing is still a very relevant and effective marketing strategy that can be greatly beneficial if applied properly.
I’ve outlined the basics of email marketing in this article, that can get you headed towards the right direction of gaining success for your business with email marketing.