With the advent of social media, many might think that email marketing services are old-fashioned. However, reality disagrees. With a strong approach to content, and savvy marketing know how, an email marketing plan has never been a better way to convert more business leads into sales, and to drive more web traffic to your site.
Creating an email marketing campaign isn’t difficult. Here are the most important steps to make it successful.
1. Who Is the Intended Recipient?
The first thing you need to do is define your audience. Knowing who’s reading makes it easier to figure out what to say.
Chances are you already have a good list of email addresses, and you can get an idea of who these individuals are by looking at how they signed up. For example, if they signed up for your email list post-purchase, that means they’re customers. If they’ve signed up after finding your website, then they’re more of a general audience.
If you don’t have such a list, then who is it that you want to target? If you’re a blogger, your audience will be interested in content. If you’re a retailer, then your audience is interested in new or better products.
2. How Will You Craft the Message?
What you have to understand about your email marketing campaign is that there’s a value exchange going on. Recipients are giving you their preciously scarce time, so you must give them something of greater value. Think about what the audience signed up for, and deliver that to them. This could take the form of coupons, info on upcoming events, or news about a new line of products. The message cannot simply be for the purpose of shameless self promotion.
3. When Will You Email?
Believe it or not, an email marketing campaign does not need to send out daily emails, although some may have to. Your goals can help you determine just how frequent you need to send out emails. For example, if your goal is to generate more revenue, then perhaps email only when there’s a promotional deal or sale going on. If your goal is to get more web traffic, then perhaps daily emails of yesterday’s best content might work.
By following these three steps, you’ll ensure that your email marketing campaign is successful. If you have any questions, feel free to ask in the comments.