According to the UK Direct Marketing Association, the weighted average ROI for every $1.25 (£1) you spend on email marketing is around $40 (£32). What other online marketing channels bring you this kind of ROI?
If you’re looking to grab your slice of the pie and get in on the action, it’s time to start an email marketing campaign.
Don’t walk into an email marketing campaign unprepared. Considering you’re here reading about how to do a successful launch, there’s a good chance you’re formulating your strategy now and planning out how to do it for the best results. That’s great!
Before you set it all up and hit the ground running, take your time to plan out your steps. You want a rough idea of what kind of emails you’re going to send, how often you’re going to send them out, and what you’re going to do to stay relevant but still consistent.
For initial planning, you don’t need to be extremely specific. It can help to know things well in advance but don’t get too locked in just yet. Once you start sending out emails and getting data to analyze, you need to be able to adjust and finetune your strategy to reach your goals.
No amount of email marketing can make up for a lack of email list subscribers. Your first job is to build up a functional email list. Once you’ve managed that, you can start deploying your strategy to create conversions.
Opt-ins, newsletters, promotional gifts, lead marketing, and so many other strategies can be used to bulk up your list with interested readers. For email marketing, the quality of your leads is worth more than the quantity on the list.
There are a lot of different types of emails you can send to consumers. The main ones are these:
Although transaction brings up images of purchases and money changing hands, transactional emails are any that acknowledge the customer or provide information related to them without necessarily including a CTA. Generally, a transactional email is triggered by a customer action, such as signing up to your email list or making a purchase.
There may be a CTA at the bottom of the email to try to engage them more, but it’s not the focus on the email.
Emails that do what you’ve said they would or those that are aimed specifically at giving the customer a special offer, relevant information, or personalized attention at relational. Examples of these could be birthday emails (which you should absolutely do if possible, by the way)., curated content suggestions, free gifts, newsletters, etc.
Relational emails usually have links within and a CTA. The CTA may be the main focus of the email, or there may be a few soft CTAs sprinkled throughout the content. In general, relational emails are those that accomplish the mission you set out to do and give readers what they signed up for.
Emails with the sole purpose of promoting your company, products, or services are promotional emails. These emails have no other purpose but to promote something about you or what you’re offering.
Some emails may fall outside of these 3 categories, but these are the basic types of emails you’ll be sending to your customers throughout your campaign. Plan when to send each type of email for the biggest impact of each.
As time goes on, consumers keep evolving and their preferences can change. You should constantly be reading up on important email marketing strategies and staying up to date on the latest best practices.
The day you stop learning how to improve your email marketing is the day you start to slip behind your competitors. You may be doing the best right now and seeing a lot of success, but that doesn’t mean what you’re doing will always work. Keep learning, keep improving, and always continue to have an open mind to try new strategies for the future.
Tools can be incredibly useful for email marketing, even for simple communication between coworkers. It would be difficult to do email marketing without using a few specific tools. However, you can also turn tools into a crutch that ultimately makes it more difficult to focus on what’s most important for your campaign.
In general, the tools you need for a successful email marketing campaign should have these features:
This is the simplified list. You could lump opt-in tools and other related features, but those are arguably part of a different segment of your marketing campaign. These are the core features of a tool that can truly help you with email marketing without becoming too much of a distraction in the meantime.
With most online marketing, including email marketing, out of sight is out of mind. You need to stay in front of your consumer to remain relevant to them. This means different things for every brand and type of product or service.
For some, it means sending out a new email every month with high-value content that readers can look forward to receiving. Other brands may do better with weekly emails or emails every few days with new promotions and information.
Your goal is to navigate the difficult balance between consistent emails and spam. If your readers are sick of getting so many emails from you, they’re going to start filtering them out or they’ll unsubscribe completely. Find the right balance to allow your emails to have a positive impact without creating negative reactions over time. Once you find your sweet spot, be consistent with it.
It’s time to start your email marketing now so you can start taking advantage of the high ROI. Take these steps and learn how to make it work for you and your brand.Back to Small Business blogs
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