- Emails is a very important part of digital marketing
- If you will use Email the right way you are going to get results
- First of all you should know to whom you should send them
- You have to make it available and easy to sign up
- Send the Email at the right time
- Make the Emails interesting and beautiful. Add an explainer, gifs and other design feathers to your newsletter
- Personalize your Emails
- If you have a good offer you should Email it
Nowadays everything is online. We have our phones with us at all time and we are always connected. So it’s obvious that the marketing strategy is focusing more and more on the virtual world. Why would you spend money on billboards and flyers if no one ever bothers to pick up their eyes from their phone?
There are are numerous way to promote your product or service via digital marketing.
Actually, most businesses can get better results from it just because it’s easier to get to a bigger audience. In most cases, a digital promotion campaign will require a significantly smaller budget than print marketing campaign. You have at your disposal strong marketing tools such as – social networks, google ads, linkedin and Emails. Almost every day someone is inventing a new way or a new platform in which you can get your message out there.
In this article we are going to focus on the oldest and the most basic one:
Many businesses are not putting enough attention to Emails. Sometimes people have the misconception that this way of marketing is outdated, but the facts is that it’s probably still one of the best ways to get to your potential client.
If we will look at the numbers of sales on “Black Friday” of 2017, we will see that there is increasing amount of online sales, around 14% more. We can also see that more and more retailers are using Emails to reach their customers. 11% more Emails were sent in “Black Friday” 2017 then in the same 24 hours in 2016.
You can read more about it here.
Email marketing is a very powerful tool and it probably will not be smart to ignore its potential and to be light headed about the quality of your strategy in that field.
So what do you have to know about Email marketing to get the best results?
Who are you sending the Emails to?
When you planning your campaign, first of all you need to have a good idea of what is your potential target audience. It may sound an easy and obvious task, but it’s crucial for you to have as much specific details about them. When you customize the kind of crowed that should be receiving the Emails, you will have better knowledge on what kind of content you will have to include there
You don’t want to just spam people, so probably it will be a good idea to add a “signup” option to your site, social media etc... If you can use an Email platform that allows you to see where are your customers subscribing to your Newsletter like “ MailChimp “
You will have a better idea on what media should you focus more and what content should you put in your Emails.
Timing is everything
Well you worked hard on your newsletter, but all that hard work will go to waste if no one will bother to open your Email. Studies have shown that the right time to send the Email is crucial to the chance that the recipient will open and read it.
If you are B2B you should send the Emails in the morning. Around 8:00-11:00 Am
But if you are a B2C type of business you should definitely send them in the evenings. 8:00 PM – 00:00 AM.
To make them look and stay
This is probably the most important part. Your clients are getting a lot of Emails. What can you do to make them stay, and how are you going to make yourself stand out from the rest of your competitors? This is the really tricky part.
If you took the time to study your target audience you should have a pretty good idea on what kind of content they may like to read.
You should really try to avoid being to commercial in some cases or be straight forward informative in others.
The thing about branding is to become something more than just the product or the service you provide. You should really consider to become a sort of “lifestyle” export in your area of work.
If, for example your selling mobile phones, maybe you could share with your clients articles about the last technological innovation.
People want to buy from someone who really understands the field he’s working on.
Also, if you want them to look, you should probably give them something to look at. You could enclose short animation about your topic. Gifs, special design to the Email itself and many more. If your newsletter is colorful, fun and interesting, the recipient will stay, read and avanthly he will buy.
Make it personal
Many of the Email services give you the option to divide your subscribers into groups.
It will make it easy for you to sent them the kind of content they will be happy to read. You will be smart to use this feature not only to send them the product they most likely to buy but also articles, Video and other marketing materials.
If you can add their name to the Email. “ MailChimp “ for example has the option to do that. Personalized Emails can increase sales conversion rates by 15-25%, and click-through rates by 25-35%.
A good deal should be send by email
If you have a great opportunity for your clients you are not going to get the best out of it if you just post it on your social media. People will prefer to have something like this sent to their inbox so they could look at it in the comfort of their home. They are less likely to click on an add if they using their mobile phone and it will be much harder for them to stumble open at later if they will choose to do so. You can read more about it here. It doesn’t mean you should not use social media of course, but be sure to back it up first of all through Email.