Email marketing could be a very influential addition to your digital marketing strategy. Of course, before you decide to use email marketing, you should consider things like your target market, your specific industry and what your marketing goals are. If you decide email marketing is for you, there are some things you should do to plan for success.
Choose a Market
Depending on your business, not all of your markets will lend themselves to email marketing. Analyze each of your markets and decide which ones are most likely to respond to email marketing. Things to consider are demographics and technology use.
If you have more than one market for your email marketing campaign, you may want to consider dividing them into separate email lists. If you think you can appeal to each market the same way, this isn’t necessary, but in many cases each market will require a different approach.
Form the Correct Message
Before you start sending emails out, make sure you have the right message for your email campaign. The message you use here could be slightly different than the ones you use on other marketing materials. Another thing to keep in mind is that depending on your goals, your message may change over time or even between emails.
If you chose to target more than one market, decide if you want to use one message for all of them or if you want to rework your message for each group.
Use a Call to Action
Use a call to action that fits the medium of email marketing. Some good examples would be asking your readers to follow you on social media, visit your website, contact you for details about a product, or participate in a contest or deal.
Simple calls to action that can be included in a few links in an email will probably be more successful than complicated instructions that are just a hassle for your readers.
Avoid the Appearance of Spam
One danger of email marketing is getting flagged as spam. If those on your email list don’t see a value to your emails they will probably delete your message without reading them or unsubscribe altogether. This is a sure-fire way to hinder or even ruin your email marketing campaign.
Make sure each of your emails includes value for your audience and be careful about how often you send emails. Also listen to your audience through surveys or feedback on social media sites. If your customers want certain information, provide it to them. If they complain about the way you contact them, rethink your strategy.
Executing a successful marketing campaign starts with these four foundational elements. When you thoughtfully choose a market and message and use the right call to action, you’ll get the most from your campaign and build a new channel of communication between your brand and your market.