Creating a Successful Email Campaign
As part of your overall marketing mix it is important to have an effective communications strategy in place for your existing customers and new prospects. Permission email marketing allows you to effectively get your message to your audience as a 'trusted' advisor. There are a number of steps you need to take to ensure email marketing success:
1. Have a flexible email marketing software package
Having a great email marketing software package is the first step to ensure your email marketing success. You should be easily able to segment your audience by category so that you can send relevant data to the correct individuals, which is personalised with their name. You need to be able to track open rates, clicked on links and unsubscribes and ensure that your software package is scalable as your business grows.
2. Have a permission base list of email subscribers
To ensure that your emails get through the myriad of emails that land in an individual’s inbox it’s important to make sure that your message is gratefully received. To be able to link a subscribe box from your website into your software package is a great way to grow your marketing list.
3. Have great content that individuals want to receive
Your email marketing should provide your clients with information that will help them in their business as well as providing them with updates on your products and services. A well-crafted email can result in new enquires from your existing client base and an opportunity for you to upsell.
4. Consistency is the key, don't start what you can't continue
If you're starting an email marketing campaign then ensure that your customers know how frequently they will receive an email from you... be it once a quarter, or once a month. You need to make sure that you are consistent with your messaging as this is the way that you can instil trust in your customers.