You have worked hard to develop your customer base. Once your customers have provided their email addresses on to your site, you are ready to contact them via email marketing.
In basic terms, email marketing campaign is a form of direct marketing that uses email to communicate messages to an audience. Most of us sift through email after email in our inboxes. Some of us have multiple accounts, which means we have to sort through even more email.
An email marketing campaign can be a hit or an absolute miss. The key is to determine the parameters of the campaign. Questions marketing professionals should ask themselves, include:
- What is the goal of the email marketing campaign? Increase sales? Build customer loyalty?
- Who is the market for the email campaign? All customers? Only male customers of a certain age range?
- Will the campaign target people who have never purchased from your site? Is there a budget to purchase dedicated email address lists from a database?
- When the email is received, what action should customers take? An email newsletter should have a distinct call to action...buy the widget, tell a friend about the company, etc.
- How frequently will emails be sent? Once? Weekly? Forever?
- Will you offer an opt-out or “Unsubscribe” option for customers who aren’t interested?
These questions and more need to be answered in advance of the start of the campaign. Gather workers from sales, marketing, management, manufacturing, and any other department, to ensure that the campaign hits a home run, not a foul ball.
Know Your Audience
The address list is the most important feature of the email marketing campaign. You could have the most amazing, creative, and dynamic email, but it will be a lost opportunity if the wrong people receive it. The target audience for the campaign should include a profile based on accurate and detailed demographics, and researched behavioral data.
You want a reader to click over to the business site, so stay one step ahead of your customer. Learn the needs of your customer. Tailor deals to cater to industry trends. Give the reader a reason to click over to the site.
Content Is King
Second only to the demographically accurate email list is the content to be included in the campaign materials.
Good copy is the difference between someone hitting delete after reading the subject line and the person reading the email. Don’t dismiss the subject line as irrelevant. Grab the reader from the subject line onwards.
Good copy is married with the sales pitch. The copy needs to explain the sales pitch. A good sales pitch will feature a call to action. A call to action could be that someone will act on a sales discount, refer a friend to the company for a coupon, or answer a survey.
Sell the Pitch
The sales pitch and good copy go hand in hand. You can’t have one without the other. The sales pitch should be directed to your audience. Is your audience construction engineers who last read Shakespeare in the 11th grade? Park the flowery language and get straight to the point. Is your audience a highly educated group of medical professionals? Tone down the sales pitch, by getting quickly to the specifics of the medical device. To write a good sales pitch, you need to know your audience
Watch the Bottom Line
Unlike traditional mailed campaigns, the email campaign is less expensive. emails can be sent to a worldwide audience. Costs include paying for targeted email lists and an email newsletter service, rather than costly postage.
Even with a snappy subject line, sharp marketing copy, and a laser like sales pitch, your audience may view the email campaign as spam. A weak call to action can lead to readers not knowing whether to read the email message or click to the website. The sales pitch needs to be sharp.