email marketing

Email Marketing

Email marketing is a popular online marketing strategy for businesses.  It is an easy way to market to your customers.  There are many benefits to using email marketing.
  • It is 40% more effective for gaining new customers than social media.
  •  It lets you market to a target audience.
  • It saves time and money.
  • It allows you to offer other products or services to customers who have purchased from you before.
  •  It allows you to track your efforts so that you can improve your results.
 email marketing
Because it is a key part of your online marketing strategy, creating an email marketing campaign should be your top priority.  Keep in mind the can-spam laws when building your email list.
You have no clue how to get started.  You need to have a strategy.  Write down your outcome and how you will do it.  This is the best way to make sure the people you want, and that want to receive your messages are the ones they are sent to.

Email Marketing Automation

The first thing you will want to do with your email marketing campaign is to automate your efforts.    Look at the successful online marketers and you will see that they all have an automated email campaign.

Automating your email is done with an autoresponder.  It lets you automate repetitive tasks.  There are many autoresponders you can choose from GetResponse, MailChimp, and Aweber to name a few. I use Aweber.

You set up rules based on actions done by your subscribers.  This allows you to give a more personal experience.

  • You can set rules to send a welcome message when someone signs up for your email list.
  • Set up a rule to follow up after a customer buys a product.  Sending them information on other products they may be interested in.
  • Set up an email series to be delivered over time.

You can build upon your email marketing campaigns after you get started.

Building A List

To get started building a list place an opt-in form on your website.  Ask visitors to subscribe.  Use social sharing buttons.   Use an email sharing button on your messages.  Ask people to share your message on their social network.

When building your list you will want to keep up to date information about your customers.  This will improve your email marketing outcomes.  Surveying customers is one way to make sure you give your contacts what they want.

Email Structure

When writing emails you should make sure that all the sections flow together.  Let’s look at the  parts of an email  marketing message.

  • Subject Line

The subject line is the first thing the reader sees.  It can determine if your email gets opened.  Test them to find out what works best for your audience.

  • The salutation

The salutation opens the email.  It sets the stage for the message.  This is where the reader decides if they will keep reading.  Talk to them in a professional tone.  You are trying to build a relationship.

  • Content Message

The message should tell your customer the benefits of your product or service.   Keep it short.

  •      Call to Action

Always include a call to action.  This tells your readers what you want them to do.  Then tell them why or what’s in it for them.

  •  Make it Mobile

Make sure your email is set up for mobile viewing. You want your emails read.  Your customers read their emails on their phones.

The benefits of email marketing make it  one of the most popular  online marketing techniques.  Making your email campaigns mobile and automating them is your first priority.  Write compelling messages and test everything and you will see success.

By:  David Baker

References:

van Rijn, Jordie, (2015), Research Piece on What Email Marketers are Focusing On, Business2Community,
http://www.business2community.com/email-marketing/research-piece-email-marketers-focusing-01200836#eWsA28O8ZbWerWqz.99

Penn, Victoria (2015), How to Become an Email Marketing Boss, SWBC blog, http://blog.swbc.com/lenderhub/how-to-become-an-email-marketing-boss

Bigcommerce (2014), What is Email Automation, Bigcommerce,https://www.bigcommerce.com/ecommerce-answers/what-email-automation/
Vaughan, Pamela (2012), 12 Automated Email Workflows You’ll Kick Yourself For Not Using, Hubspot Blogs,  http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx
Pitts, Anna (2013), The 4 Most Essential Components of an Email, Ragan’s PR Daily,  http://www.prdaily.com/Main/Articles/The_4_most_essential_components_of_an_email_13779.aspx