Emails play an important role in society today. Research by the Radicati Group showed that an average of 200 billion emails was sent globally every day in 2015. This staggering figure proves how crucial emails are to people around the world.
Early on, the majority of emails were of a personal nature. They were sent to family members or friends. The advent of social media sites such as Facebook and Twitter severely impacted personal emails. The arrival of Whatsapp and other messaging apps further destroyed their relevance. Professional emails, however, have soldiered on strongly. They still remain the primary source of communication in the corporate world.
Email marketing is relied upon to reach target audiences. It ranks among the most effective and economical marketing channels to spread word about a new product or service. Unfortunately, many businesses perform email marketing the wrong way. All they focus on is the quantity of emails sent out and not the quality of content featured in them.
This article will help you move forward by providing the foundation to prepare an efficient email marketing strategy.
Why is an email marketing strategy important?
It’s important to understand why a strategy is crucial for your email marketing campaign. Many businesses make the assumption that email marketing is easy and straightforward. They believe that they will get a good response by simply sending out mass emails. An email marketing campaign without a strategy is like a boat sailing without a captain. Your campaign will fail even before it starts!
Read through the questions below and prepare answers that can help you create the perfect email marketing strategy.
1. Who are your recipients?
As you are probably aware, email marketing helps you reach out to thousands of people across the world. It gives you widespread outreach that is difficult to achieve through conventional print or TV ads. In order to run a successful campaign, you will have to sit down with your team and determine the kind of audience you would like to reach out to.
2. What are the preferences shared by your target audience?
You will have to find out the kind of services your target audience is exposed to. Study competitors and the services offered by them. Explore their social media pages to understand how they interact with their target audience. Leverage the data based on your analysis to understand your target audience better.
3. How are you going to prepare a mailing list?
Industry-specific mailing lists can be acquired for a reasonable price. Search online and you will find sites selling mailing lists. These mailing lists have authenticated emails you can put to use in your campaign. You could also go the longer route by asking site visitors to share their email IDs with you in exchange for a newsletter subscription or discounts.
4. Who is going to write the email’s content?
Here’s where a lot of businesses go wrong. They fail to invest in a quality writer to take care of their writing needs. The result is body content that looks spammy and uninteresting. Hire an experienced writer to take care of your content needs. Make sure the writer has sufficient experience producing content for email campaigns.
5. What is the frequency of emails that will be sent out?
How many emails do you want to send out per week? And to how many people? Arrive at a pre-determined frequency so that your email campaign can be run smoothly. Your emails can be sent out on a weekly, bi-weekly or monthly basis. Some companies send out emails on a daily basis – these are mainly informational emails that seek to educate the recipient on certain aspects of a business. Avoid daily emails if you have nothing special to share with your subscribers.
6. Is there danger of your emails being categorized as spam?
You will have to take into consideration the fact that your emails are likely to be marked as spam and ignored. The only way to avoid this is to make sure your email’s content is crisp, relevant and informational. Don’t use exclamations and words that can be counted as spam, especially in the subject line.
7. Which email marketing platform should I use?
ActiveCampaign, MailChimp and GetResponse are some of the popular email marketing platforms available at your disposal. You will have to sign up for a monthly plan to ensure you are able to leverage the platform’s benefits. Free email marketing platforms are also available but they have a limit on the number of emails that can be sent out.
8. How do you intend to track the performance of your campaigns?
It’s important to keep track of how well your campaigns are faring. This will help you create better emails with every passing campaign. Rely heavily on the stats provided by your email marketing tool to gain valuable insights.
Did you find these questions useful? Answer them to unlock the path to a customized email marketing strategy that’s perfect for your business. You can also get in touch with us to personalize our range of exciting giveaways. They are quality products that can boost your brand’s visibility.