ESSENTIAL Elements for Email Marketing Campaigns
Why bother knowing the essential elements for your email marketing campaigns? Here are some basic facts:
- More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. -Hubspot
- For every $1 you spend on email marketing, you can expect an average return of $32. -DMA, 2018
- B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer
What these facts don’t highlight is the content. There are too many companies that use email technology to send out the usual message. Here’s a price promotion, buy now image, hey we’re at a trade show. Boring!
Email marketing is about the connection
Focusing on customer retention and business relationships are substantial investments for your business. Long-term business relationships help to keep your company stable during slow times, and one way is with your newsletter. Think of it as a compliment to your sales team activities and less expensive!
Focus on Customer Retention
It’s not always about price when it comes to creating loyalty. Open communications, customer support, and making a quality product are just some of the elements that help your customer to choose you over your competitor.
A newsletter or email marketing, however you want to call it, also helps in customer retention. Email marketing has been around for over ten years, and it still offers you the best dollar ROI and the most direct line of communication for turning leads into sales. So, don’t get lazy.
Facts About Email Marketing
- Email marketing is used all around the world
- Email marketing is personal, ability to tailor your message to the right audience
- Everyone checks their emails
- Gen Z likes newsletters & 73% of millennials identify email as their preferred means of business communication.
- Social media and email marketing are best friends
- 86% of business professionals prefer to use email when communicating for business purposes (Hubspot)
- Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
Provide value in every email campaign by investing in leadership thought articles, case studies and client testimonials. Create engaging headlines, and make it personal if the objective is to retain your customers. While email marketing is a business tactic, the content, headlines and calls-to-action need to sound – personal. Like, we’re talking one-on-one.
Learn Email Laws
Unfortunately, with all the spam emails we’re getting today, Canada and perhaps other counties too, have implemented email laws. Some Canadian businesses claim this law is anti-business and anti-competitive. I’ll leave that up to you to decide – just know one thing – if you are a Canadian business, you need to know this law. To start with, ensure your newsletter includes the following:
- Easy to unsubscribe, the unsubscribe feature should be visible in your newsletter
- Brief description of your company
- Proof of their consent they did subscribe to your newsletter
- Your subscribers do not need to tell you why they unsubscribing to unsubscribe.
Also, use email marketing technology wisely. Don’t buy lists. Instead, create high-value opt-ins, digital marketing campaigns, invest in social media and improve the SEO on your site to build your email list.
Creating Good Opt-Ins
Now that you’re going to build your list organically, you’ll need to create engaging opt-ins. If you’re starting your email marketing program, there’s no better time to create an Opt-In, combined with Facebook Ad to help build your list fast.
Other ideas to get your target audience to subscribe to your are:
- Welcome gates: Personally hate these, I mean buy me drink first. You don’t need to listen to me after all these welcome gates are popular and they work! A full-screen, call-to-action appears when you visit a site. Usually, you can’t get to the content until to respond or click to subscribe or click on the no.
- Facebook Ads: Do test different formats and offers. Case studies, cheat sheets, and other lead magnets do well to get people to subscribe to your newsletter. Before you begin, create a list for each value add and create a campaign around this segmented list.
- Landing Pages: Invest in landing pages, and if you have the budget, invest in Facebook ads to promote the content offered on those landing pages. Hubspot recently highlighted that companies do better when they increase the number of landing pages to 15. That’s quite high, and it shows how competitive online has become. You’ll need content or an offer for each landing page. The point here is, each landing page needs to respond to a particular demographic, and thus, dedicated content and offer. Call it a niche strategy, digital marketing style!
- About Us: Add a pop-up or a call-to-action on your About Us page. Abut us is a critical page, as it is the second more viewed page on any website.
Now that you’ve decided on what sales channel you’re going to develop, you’ll need to create a welcome message. There is nothing like being welcomed with more gifts, surprises and freebies. Impress your new subscriber with lots of value.
Make it Personal
Email as a communication channel is personal.The Marketing Boutique
Because our guard is down when we are reading our emails, we tend to be more receptive as consumers. As a result, email marketing is an intimate medium of communication. We as businesses, we should be more natural and warmer in our writing and tone in our newsletters and emails.
In the end, providing value is essential. Creating a definite benefit as to why your target audience needs to subscribe and delivering value in every email marketing campaign will build your email list. More importantly, taking all these steps will help with creating customer loyalty.