Email marketing is one of the most effective digital marketing channels according to 59% of B2B marketers, it’s directly targeted to your audience and gets them where they’re without having to search in piles of content in the massive Internet Of Things. You can use email marketing to send out bulk emails for your e-Newsletters, product or service promotion, events invitations, sale offers. Here are some key guidelines to include in your email marketing strategy;
- Define Your Objectives
Have clear a purpose for the email marketing campaign ask yourself;
- Do you want sales leads?
- Do you want to inform, interact and educate your audience?
- Do you want to renew relationships with existing clients?
- Do you want to introduce your offers or enhance your brand and reputation?
- Manage Your Lists
It is important to create contact lists and blend them in categories to your industry needs and specifics i.e newsletters, sale offers, etc. Import contacts from your email database and clean them out to minimize bounces.
- Craft Compelling Content and Strategic Offers
How catchy is your content, does it command the interest of the recipients? Does it deliver the right message in the most simple and strategic way, does it coerce your audience to want to know more or buy instantly? Does it have a call to action (CTA) to make the customers experience easier and smoother? What content are you sending out, you can pretty much send out any content from case studies, surveys, Industry reports, webinars, whitepapers, eBook etc.
- Follow Email Marketing Best Practices
As much as some marketers opt to buy email addresses, as a professional I am much against it, I think its casting your net too wide and without a precise target, it may land you in black listed segments due to high bounce rate, follow the CAN-SPAM Act and you’ll be safe. Always request your contacts if they want to be included in your email marketing campaigns, how often should you send out, most Email Service Providers (ESP) give guidelines for best practices, read them carefully and follow.
- Choose a Professional Email Service Provider (ESP)
There are various competitive offers from reliable Email Service Providers, so its wise to have a clear goal when searching for one, highlight your key needs and go through the benefits and what they cover at the most affordable cost and professional value add to it. I highly recommend Mailchimp and Constant Contact, i have had a great experience using Mailchimp still do.
- Measure Your Results
When using some of the top ESP, you will have access to campaign reports within a few hours of a send out, always study and analyze your reports to understand your results, this will help you identify what your audience is responding to and how best to optimize the next send out for maximum results.
- Maximize Your Content
Once you hit the send button, don’t sit back yet there is plenty you can do to maximize the reach of your content. One option is to archive your e-newsletters or any other relevant content on your email on your website, social media is the perfect place to make your content spread to a larger audience, your blog and industry news sites are a great avenue too. Explore all possible channels to reach the largest audience thanks to the power of the Internet Of Things.