For some businesses email marketing can be a tough nut to crack. On one hand, you want to make sure that you are constantly staying in contact with your subscribers and customers, while at the same time not overstaying your welcome. It can be difficult to find the right balance and reach out in ways that your audience finds interesting and productive. Here are a few tips for email marketing campaigns that will help you to drive results, create deeper connections with your audience, and grow your business organically.
The first and most important aspect of great email marketing is starting conversations. Conversations lead to a deeper connection with your audience, and being able to engage your audience means that you have them interested in the content that you are sending out. Try to find opportunities to create conversations or solicit feedback from your audience whenever you can. The more that you are talking to your customers, the better of a chance you have that finding and incorporating helpful feedback into your product offerings are marketing materials.
Always giving, rarely asking
Another mistake that many businesses often make when they get into email marketing is being overly salesy with their materials. Instead, look to provide high quality information and establish yourself as an influencer within your industry by sharing high-quality content. 80% of your email marketing efforts should be focused on providing value, rather than attempting to make the sale. The sales will come organically from a high quality content campaign, without scaring off for subscribers in the process.
Create opportunities for segmentation
The longer that a person is subscribe to your mailing list, the higher the chance should be that you are able to segment them into a smaller, more targeted list. You can segment your list by sending out surveys, speaking to them on a one-on-one basis, and generally interacting with your audience. The more that you can learn about each individual subscriber, the more that you can send them targeted sales materials when the time comes. Don’t be afraid to send out a survey and get to know more about each individual subscriber within your audience.
Email series to keep attention
A great way to keep your subscribers attention is to grow an individual email into a series of emails. These emails could be deliver over the course of a set number of days or weeks. The key is to sell the series as a comprehensive answer to a very important industry question that your audience often has about your product and services. The more time and effort that you put into keeping the attention of your audience, the better of a chance that you have of achieving positive results from your email campaigns. An email series can be a great way to keep them on the edge of their seat, eagerly awaiting the arrival of the next email.
Reliable & interesting
Ultimately, the defining characteristic of any good email marketing campaign is being reliable in your delivery schedule, and interesting in your content. If your audience isn’t interested in what you have to say, they will not remain subscribe to your email list. Ensure that you are always offering reliable and interesting content to your audience, and working with them to always improve the quality and target new subjects to cover. This is another reason to send out surveys. Surveys help you to get inside the head of your audience and find new avenues for content creation and interaction.
Creating a high quality email campaign that keeps the attention of your audience and helps you to drive new sales is a tough task. It requires a lot of foresight, planning, and interaction with your audience to find the subjects that they care about. The defining characteristic of a high quality email campaign is an engaged audience that is interacting with your content.