Important Elements for Email Marketing Campaigns
Focusing on customer retention and business relationships are solid investments for your business. Long-term business relationships help to keep your company stable during slow times.
Focus on Customer Retention
It’s not always about price when it comes to creating loyalty. Sure, email marketing has been around for over 10 years, it still provides the best value and the most direct line of communication for turning leads into sales. So, don’t get lazy.
Provide value in every email campaign. 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 call-to-action need to be personalized.
Learn Email Laws
Unfortunately, with all the spam emails and many of us taking advantage of emails, some countries, like Canada and implemented email laws. Canadian businesses claim it is anti-business and anti-competitive. All this to say, ensure your newsletter includes the following:
- Unsubscribe feature clearly visible
- Who you are
- Why they are receiving the newsletter, meaning proof of their consent.
All this to say, is use technology wisely. Don’t buy into the “plug-and-play” marketing win that all CRM companies are pushing you. Instead, create great opt-ins, digital marketing campaigns and improve the SEO on your site to build your 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 out, 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. Don’t listen to me, these welcome gates are popular. 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 really 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 a couple of landing pages and if you have the budget, you can invest in Google ads. Hubspot recently highlighted that companies do better when they increase the number of landing pages to 15. That’s quite high, and a lot of content to develop. However, the point is each landing page needs to respond to a certain demographic. That’s because every person who visits your site needs something different.
- About Us: Add a pop-up or a call-to-action on your About Us. Abut us is a critical page, as it is the second more viewed page on any website.
In other words, provide a clear value or your target market will not opt-in.
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.
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, will help with create customer loyality.