Email marketing is a great way to target customers with personalized marketing. You can engage customers, encourage conversion and get excellent results from a well-crafted email marketing campaign.
Build An Email List
Before designing your ultimate email marketing campaign, you need someone to send those emails too. Start building an email list. Begin with deciding why someone would want to sign up for your emails and build your list from there.
Use lead generation on your website, offer an incentive for signing up like extra content or use a pop-up box to drive sign-ups. Advertise your email list on social media for even more pairs of eyes.
Define Your Audience and Goals
Define the audience and the goal for each campaign. Who is sending this email to and why? What do they want to receive? Are you sending an informative blog post to an audience of new mums? Are you sending some vouchers to savvy shoppers looking for a budget? Does your audience want news, offers, or business updates? What will they actually read?
When you know what the point of your email is, you can better measure whether or not it was effective. Without a clear goal, you’re sending things out for the sake of it.
Segment Your Audience
When you’ve built your list, split it into more specific audience segments. This means you can target different groups with much more personalized custom campaigns. Not everyone is interested in the same content, so by dividing your list, you don’t risk boring people with irrelevant content. You could make several segments, for example splitting the list by gender, by age, or by interest. Emails targeted to a segment mean fewer people unsubscribe and more people will click through and engage with your content.
Dodge The Spam Filters
If anyone is going to read and engage with your email, you need to make sure it makes it to their inbox, and not their spam folder. To do this, be careful with your subject line, so it doesn’t trigger the spam filter.
You also need to be sure you have permission to send emails to the intended recipient. Set up a double opt-in form to make sure the recipient has subscribed to get emails from you and has added you to their address book.
Be careful with your content. If someone marks your email as spam, the filters learn and may mark your emails as spam in other people’s inboxes as well. To avoid your emails being flagged as spam, make sure that anything you send out is relevant to the customer. Don’t bombard people with emails either. Make sure every part of your email, from text and images, links and design, is well designed, user-friendly, working properly and attractive to look at.
If you get your email campaigns right, they can be a great way to communicate with a customer base you already know is engaged with your company. An engaged customer is prime for conversion, making sending those well-crafted emails worth all the effort.
