Stay in touch with good email marketing.
When was the last time you stopped to rate your email marketing efforts
All too often emails are sent to customers and others in a very ad hoc way with a high expectation of the desired outcomes.
What is your score when it comes to email marketing. Rate each one out of 10:
- How would you rate your messaging?
- How would you rate your email lead generation?
- How would you rate your conversion from emails?
- How would you rate your reengagement efforts using email?
- How would you rate the customer experience?
- How would you rate the wow factor in your emails?
- How consistent are the referrals you receive from emails?
- How effective is your email in up selling and cross selling?
- How would you rate your email production and delivery processes?
- How would you rate your follow-up processes?
It is a good idea to have customers and others to give an objective appraisal.
Although email marketing tactics often receive bad or negative reports, the reality is that when your email marketing tactics are paired with quality data, you can focus your customer experience and sharpen their attitude towards your organisation and its products and services while achieving outstanding outcomes.
“If you want email marketing to be done well, build a process. I’m a big believer in action. Create a minimal email campaign, and get feedback”. Peter Sergeant
Start emailing on purpose
Start with a clear picture of your prospects, their problems, frustrations wants and needs and how they like to receive information, service and support. You might like the outcomes and want to do it again.
Email marketing is a subset of content marketing and should fit with your purpose and objectives. Email marketing should not be done in isolation.
Ad hoc emailing will not only be costly in terms of time but the lost opportunities for the same effort. You could have a number of different objectives including the following:
- New business generation.
- Nurturing prospective customers.
- Customer service and education.
- Customer experience.
- Training and informing of employees and volunteers.
- Informing shareholders and funders.
- Informing your community and networks.
- Personal emails.
It is important to make sure your objectives are measurable so that you can focus your research and utilise analytics. If you are consistent with measurement, better results can be expected.
Segment your customers for better outcomes
Having segmented your customers you can now tailor your emails to suit each segment, even personalise them, including new unsegmented prospects. This will allow you to automate your email marketing program much more effectively.
Start with two or three pieces of content for your emails that will have a high level of interest and impact on each segment. There are many emailing programs on the market that can not only help with segmentation and personalisation but organise the whole process. We use a program called Mail Chimp. www.mailchimp.com. We know that email is critical to most marketing efforts, but it’s not always easy to execute. MailChimp can be a great way to get started.
With your objectives and content in place, you can now develop your email marketing campaign with more confidence.
When developing your email content try these suggestions
- Carefully select your subject line, making it interesting and compelling.
- Explain why your content is of value and relevant to the person in the first paragraph.
- Use plain-text so it looks like it’s coming from a real person.
- In the body of the email, state why you’re sending the email, but keep it short.
- Include appropriate links to source material if important.
- Include a call to action in the content.
- Make yourself available to answer any responses promptly.
Use third party endorsements in your emails. When you are reaching out to prospects who aren’t familiar with your organisation, you might want to reference a third-party influencer they trust in your initial communications.
Use a human face in your emails. When you are sending out an email to someone for the first time, you can encourage a response by showing a human side of your business by putting a personal photo in your email signature.
Remember you are reaching out to people on a practical, reliable, useful and helpful way. ‘Flogging’ product is a no no.
When you have your customer and prospect lists set up you can go even further by segmenting them into topics-based campaigns based on keywords categories and tags.
Monitoring and measuring will improve your outcomes
The only way to become better at email marketing is through monitoring and measuring your campaign performance. You’ll want to take a careful approach to metrics and analytics so that you can learn what works best for you and what doesn’t.
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When you write remarkable content, you stay engaged and excited about your email marketing campaigns, your readers will follow suit.
Email marketing will be around for the long haul because we value our relationships with one another above just about everything else. An email isn’t just a block of text, but a slice of life and a real opportunity to begin real conversations that can benefit everyone.