Email marketing is one of the most well-used techniques by small business owners to gain the attention of their target audience. For others, it is an excellent tool in which to communicate effectively with their customers.
However, it would help to consider some factors when creating a successful email marketing strategy, such as the consistency with your efforts, and hurdles like spam filters that prevent you from communicating with your target audience.
1. Create goals and objectives.
It is challenging to develop a campaign without knowing what you want to achieve in email marketing. Creating goals and objectives will help you and your team understand what you want to achieve with your email marketing efforts and come up with the best strategy to do it.
According to Christian Espinosa, a leading entrepreneur, setting goals and objectives should be SMART: Specific, Measurable, Attainable, Realistic and Timely.
“Don’t forget to create both short- and long-term goals to keep your email marketing strategy focused. And assign KPIs to each of them, so you can measure how well you’re meeting those goals.”
2. Establish your target audience.
Your goals and objectives should be customer-centric, and you can only do this if you know your audience. Before sending any email, learn what your demographic wants and needs. Furthermore, you can also create better content and appropriate designs if you understand your target demographic.
3. Source an external email marketing provider.
Outsourcing your email marketing provision means:
– You will have a dedicated team with expertise in email marketing.
– This team has the tools needed to create an excellent marketing strategy, which may well cost you more if you do it yourself.
– You can focus on the other aspects of your business, like product development.
On the other hand, if you want to be hands-on in your email marketing campaign but do not consider yourself an excellent copywriter, do not hesitate to hire an expert. It is better to invest in this to ensure that you do not waste time and money on your email marketing campaign.
4. Stick with simple designs
Minimalist and straightforward designs will keep your readers more focused on the content of the email than the frills. Remember to keep your brand consistent throughout your emails if you want your customers to recognise who you are. Be consistent in your use of colours and fonts, and be sure to include your logo.
5. Set up tracking
Before proceeding with your campaign, you should first set up tracking for opens, replies and clicks. This is because tracking lets you gather data that helps you assess how the campaign went and maximise the results in developing your email-based brand strategy. Moreover, you can configure your email system to monitor if the receiver has opened and replied to the email. If no one opens your emails, you know something is wrong with the content or delivery. By understanding the underlying issues, you can redevelop the content and assess your methods to suit your readers.