As one of the oldest digital marketing tools, email marketing is still extremely popular. According to statistics, there are over 4 billion email users worldwide. Research has also shown that email marketing is Australia’s best advertising channel.
Needless to say, email marketing should be a part of your digital marketing campaign. Keep reading to learn how to go about this.
Why Do You Need Email Marketing For Your Business?
Email marketing has several benefits. It’s a slow but steady way of building customer relationships, helping brands personalise interactions based on the customer insights gathered. You can run multiple email marketing campaigns simultaneously, each targeting a specific demographic. This way, you can build relationships with members of each targeted group.
Secondly, email marketing is the ideal way to create brand awareness. Business owners receive dozens of emails every day. The emails that are well-structured and compelling enough are the ones that get their attention, embedding the brand name in their memories. An effective email marketing campaign can help you stay relevant and create brand awareness within existing and new customers. You can use it to update your audience about new business developments, making your brand more visible.
For instance, you can market new products or services through email marketing campaigns. You can also use them for promoting sales, limited time offers, and discounts. Not only do customers receive updates of your products and activities, but they’re also more likely to remember your brand this way.
You can also use email marketing to promote your content. This is especially useful if you have a blog, newsletter, podcast channel, or social media pages where you share information. Email marketing informs readers of these avenues, directing them to specific platforms where they can get more information, share views, and participate in meaningful exchanges. This also helps you get more web traffic on those platforms.
Email marketing also facilitates lead generation. You can use it to offer exclusive discounts or inform customers about promotional offers, gaining more subscribers in the process. Thus, you can generate more useful leads and turn them into successful conversions.
How to Create an Email Marketing Campaign
Like every marketing campaign, an email marketing campaign also needs to be thoroughly planned for maximum effectiveness. Start by setting a goal for your campaign. What do you aim to achieve through your email marketing efforts? For instance, you might want to run an email campaign to:
- Promote new products or services
- Get more participants for an upcoming event
- Get more donations for a cause
- Increase web traffic and leads
Once you’ve determined what your main areas of focus are for your campaign, you can proceed with the campaign development process. You now need to build an email list for your campaign. Define your target audience and determine how you can get them to sign up for your campaign.
For instance, you can acquire email addresses and subscribers through surveys on your social media pages and website. You can also use your CRM software and e-commerce systems to get relevant email addresses. Don’t hesitate to ask your audience to share their emails on your social platforms and web pages.
Once you’ve built an initial email list, segment it. This is a way of categorising your email recipients into different groups. You can create groups according to demographics, buyer behaviour, interests, and other relevant factors. Segmenting allows you to create more personalised emails for each group, encouraging positive responses.
Next, you need to draft the actual message you’ll be sending via email. Your content needs to be engaging, to-the-point, and relevant. You don’t want your emails to end up in the deleted items without being opened. You also don’t want your readers to skim through the first few lines and close the email. Working with a professional email marketing company can prevent these outcomes and improve the chances of your emails being read.
Finally, use email marketing analytics to assess the performance of your email campaign. Were you able to achieve your goals? What were the major challenges you faced? Did you notice any new patterns or insights? Tracking and analysing your email marketing campaigns can help you improve future campaigns and change strategies if needed. Make sure you get an insight into your click-through rate, unsubscribe rate, and bounce rate.
Tips to Get Your Emails Noticed
We discussed earlier that a successful email marketing campaign needs to get the content right. Here’s how you can achieve this:
Write a Compelling Subject Line
The subject line is an integral component of your email marketing campaign. It determines whether or not recipients will open the email. If it’s impactful and catchy, readers will have your attention and proceed to click on the email, improving your email opening rate.
Keep It Conversational
Emails aren’t meant to be substitutes for newsletters and blogs. Don’t bore your readers with lengthy paragraphs loaded with information. Instead, keep the tone conversational and engaging. Deliver specific information (e.g., a product announcement) in an interactive way. You can use visual elements to make your emails more appealing. Don’t forget to add a call-to-action and link to relevant web pages.
Prioritise Content Placement
The first few lines of your email should inform your readers what the email is about. Don’t beat around the bush; get to the point and deliver the most important information at the very beginning. Follow this information by supplementary details and a compelling call-to-action. This will help improve your click-through rate by prompting readers to scroll down.
Hire Our Email Marketing Experts in Canberra
When executed right, email marketing is an extremely effective online marketing tactic. This is why you should work with the leading email marketing company in Canberra for your email campaigns.
TocToc provides comprehensive email marketing solutions to businesses. We also offer content marketing, social media marketing, android app development, search engine optimisation marketing, and other online marketing services. Get in touch with us today!