Email marketing can be a simple and cost-effective way to promote your business online. If you’re thinking about creating your first email marketing campaign, here are some things you should keep in mind:
Email is Still an Effective Way to Reach New Audiences. Through social media and other outlets, there is no shortage of ways to reach your customers online. However, even as other digital marketing trends have grown in popularity, email marketing has managed to withstand the test of time.
88% of smartphone users actively check email on their phones.
61% of consumers enjoy receiving promotional emails weekly.
You Can Create Interactive Experiences Using Email. With email marketing, you can do much more than send out standard newsletters. You can use email to interact with your audience by sharing photo galleries, encouraging them to visit your blog, or having a contest. You can also use email to learn more about your audience by including a survey.
Ready to create a winning email marketing campaign strategy? Here are a few simple tips to help you get started:
#1 | Make Mobile Your Top Priority
We live in a mobile-first world, with consumers using their mobile devices to learn, shop, and stay connected on the go. Make sure your email marketing campaigns can keep up by ensuring they look great on mobile devices. Here are a few simple ways to create mobile-ready emails:
- Use Responsive Templates. Many email marketing platforms offer responsive templates that will automatically scale to perfectly-fit any device. Using a template makes it easier to create mobile-friendly emails without any coding experience.
- Reduce Image File Sizes. Beautiful images can create a more eye-catching campaign, but large image files can really slow things down. Make sure you are keeping image file sizes to a minimum, without compromising on image quality.
- Make It Easy To Click. Desktop users can easily click on links or buttons with a mouse, but there’s far less precision on a mobile device. Make sure links and buttons are wider and taller to make them more touch-screen friendly, and try not to place links too close to one another.
#2 | Segment Your Lists
The customers on your email list aren’t all the same, so why send them all the same email? By segmenting your email list, you can more easily send tailored content to different customers. One of the simplest ways to segment your lists is to categorize your contacts based on where they currently are within the sales cycle. For example:
- Interested Prospects. Perhaps a prospective customer happened to check out your blog then decided to sign up for your newsletter. They may currently only have general interest in your products or services, and may want to learn more about you before they commit to a purchase.
- Close To Project. Email subscribers who have interacted a bit more with your business (for example, by requesting a quote or downloading a brochure) but haven’t made a purchase, may be closer to making a decision. Email content that provides that extra push (such as a promotional offer) may persuade them to take action.
- Research Purchasers. Once someone has made a purchase, you can use tailored emails to maintain your relationship with them. Follow up by sharing additional information about the product or service they received, or feature additional products or services that may complement their recent purchase.
- Lapsed Customers. You can also use email campaigns to win back customers who haven’t purchased from you in a while. Highlight new products or services that may appeal to them, or offer a discount on their next purchase.
Tip | Your subscribers may be reading your emails on their mobile devices, so make sure your email content and website are mobile-friendly!
#3 | Include Calls-To-Action
Ultimately, the goal of any email marketing campaign is to encourage readers to take a step such as making a purchase, reading a blog, or completing a survey. The easiest way to get your audience to take action is by “asking” with a call-to-action. A call-to-action is a short phrase, often on a button or other element, that indicates what you want the reader to do next.
If you want subscribers to visit your blog, your email might include a short teaser paragraph about each featured blog, with a call-to-action button that says “Learn More.” Readers who click on the call-to-action would then be directed to that specific blog.
Need help creating an email marketing strategy that’s right for your business? Contact our team today for your free Digital Marketing Blueprint!