Email marketing is a key component of your digital marketing strategy. So for starters let’s understand what email marketing is and why email marketing strategy so important. People think email marketing is an old-school marketing tactic that simply does not work anymore. But that’s not true.
So what exactly is email marketing?
Email marketing is an activity of sending emails to promote your business. These emails are typically sent to prospects to help convince them to buy your products and services, or they’re sent to existing customers to encourage repeat business. In one way or another, there is an art to using email marketing and when used correctly it can help you grow your business. Some of the major benefits of email marketing are lower customer acquisition costs and ultimately advertising costs. It’s the most cost-effective type of marketing you can invest in literally.
Now there are two major types of email marketing which I categorize as – email newsletters and email drip campaigns.
are emails that are sent regularly to communicate to your email subscribers. Think of a newsletter as a new fresh piece of content or relevant information that you’re sending to your email list. This may include new promotions, new case studies or just new information that provides value to your subscribers. I like to think of email newsletters as the same thing as social media marketing. To some extent both involve creating content and publishing that content so that their audience can see it. The only difference is that instead of seeing your content on the Facebook page they’ll be seeing that content in their Gmail inbox for example. It’s all about reaching your customers where they spend most of their time and the fact of the matter is that 91 percent of people still check their emails every single day.
Now let’s talk about email drip campaigns.
Email drip campaigns on the other hand are pre-made automated emails that are sent according to a pre-existing schedule. If you ever heard of words like marketing automation or email sequences or abandoned cart emails and so on they’re all generally talking about the same thing. This is an example of an email drip campaign. It always starts with the trigger which is normally when someone subscribes to an email list. It’s followed then by a series of emails that I can send in any frequency of my choice. When someone subscribes to my list they’ll start getting emails in this predetermined schedule. For example, if someone came into your store and inquired about your products but did not buy at that exact time, would you follow up with them at all? With email drip campaigns you can send one email every other day or at any frequency that you like,
5 things you need to keep in mind while planning your email marketing strategy:
1. Firstly grow an authentic email list. One of the biggest challenges that most people encounter with email marketing is developing a healthy email list. People are driving millions of dollars in revenue from email marketing and those people likely have thousands of email subscribers at least. Now the worst way you can go about growing your email list is to simply buy a list. This is terrible for so many reasons. In short buying email lists is not only illegal but it’s ineffective. It is the fastest way to get your email blacklisted in places like Gmail and outlook when you send emails. Email providers today can pick up on high spam activity coming from your account and blacklist you. As a result, resulting in all of your emails going to spam in other words killing your open rates and your results. The best way to grow an email list is through value creation. Develop an offer in exchange for someone’s email address. Promote that offer on social media and on your website. Then you’ll build an email list of people who truly enjoy and want your content now.
2. The second thing you’re going to have to do is to create value. Value creation is an essential part of any successful email marketing campaign. If there is no value created, then there is no relationship. So, send emails that provide value to your customers, which makes them think of you as a thought leader. But how exactly do you create value? You create value through content. Content that informs or entertains your audience. Value creation is the most important aspect of delighting your email subscribers and building relationships.
3. Number three: send emails frequently. Send emails as frequently as your content allows you. Most companies should strive to send newsletters weekly or at least monthly. The more the merrier. Don’t be afraid to send emails multiple times in one week whether that’s twice a week or daily or twice a day. If people are opening them and engaging with your emails, then that’s every reason to keep sending them.
4. Number four: Automate anything and everything that you can. Use email drip campaigns to automate parts of your sales process. Whether that’s sending automatic emails to people who download one of your offers or people who request a quote or maybe someone forgot to submit their purchase as we discussed earlier, and you can use abandoned cart emails to your advantage. This will help you speed up your sales cycle and put more money in your pockets faster.
5. Number five: choose a reputable email marketing platform. When it comes to an all-in-one email marketing solution choose a solution that is fully loaded with newsletter functionality and if it comes with text messaging features then that’s definitely a plus
Lastly, if you are not confident to strategize your email marketing campaign going to an Agency is always a good option. It can help you to get things going. We at social biscuit will be delighted to help you with your Email Marketing campaign.