Email has been around since the 1960s and is what a majority of people are still using to communicate today. It is possibly the best strategy for marketing your business and its products. In 2018, email marketing was ranked as the most efficient marketing channel, beating social media, affiliate marketing, and SEO. People are using email more than other platforms either because they are communicating, for school, or for business.
Building a successful email marketing campaign is more important than ever for entrepreneurs because so many people are using email every day. When you are creating a campaign, you have to remember that you are a guest in their inbox. People do not like pitches, advertisements, and/or interruptions, because they’re everywhere they look when they’re prowling the internet. Also, to the reader come on there is a high probability that your email isn’t special to them, it may look like the rest.
Step 1: Permission
You can’t make an email campaign without people to send your emails to. You first have to get permission from what we would call subscribers. This is basically just an email list. Some people give away free samples while others offer a newsletter or product updates. This is where you should have a strong call to action and where copywriting is very important. When you ask someone to subscribe, you have to have a clear purpose. What are they subscribing for? By sharing a specific call to action, it can cause more people to subscribe to your email list. Some common ways to get people to sign up include:
Updates, New Releases
Whatever the incentive, make it clear and enticing so you can promote yourself. Do not ever be afraid to promote yourself, because if not you, who else?
Part Two: Great Content
You must have expectations when you are trying to market by email. Your call to action needs to be strong and your follow-up needs to be consistent. You shouldn’t over-deliver more than you promise. If you say you are going to send one email a week and then send one every day, people may unsubscribe immediately. No one wants notifications from one source every day, it gets very annoying. If you promise daily updates and don’t deliver that also can give you the same result. Keep your promises.
The first follow-up email you send is very important. It should be sent immediately as a means to introduce yourself to your new subscriber. If you don’t have time to respond, you can use an autoresponder. It’s a pre-written email that is automatically sent after a person has subscribed to your content. It’s better to be detailed than to be short and obstructive, but it is always more powerful to pull it off in a quick and concise way.
Coming from an email list that gave out free samples too pitching products for money maybe a little difficult. You may have to think in advance about how you are going to pitch these products to your subscribers. Face it if your subscribers only subscribed for a free sample, they probably don’t know much about your company what you stand for and what you’re selling.
Don’t surprise people with a pitch, ease into it. Save the pitch for unique updates, offers, and announcements. Then you may start sales pitching regularly, which results in successful campaigns. Make sure your messages are consistent with your expectations as well as your customers. Since you are building a relationship with your readers, it’ll be harder to annoy them with all of your emails.
Phase III: Analytics
The 3 most important analytics are open rate, click-through rate and unsubscribe rate.
Open Rate explains how many people have opened your emails. It tells you how well your relationship with your readers is by seeing how fast people open and read your emails. If you have a low open rate that means your subscribers aren’t engaged and you need to work harder on producing better content.
Click-through Rate or CTR should how many people clicked on a link of any kind in your email. If your CTR is low, it means that your message isn’t as targeted as you first thought or maybe your content isn’t getting through to your subscribers.
Unsubscribe Rate tells you how many people have unsubscribed from your email. If your unsubscribe rate is highly rated to your opt-in rate, you are going to have to start working even harder. It is more difficult to build yourself up after you’ve already fallen. Try to find out why people are leaving and fix it. It could be because they don’t like your autoresponder email, or that your call-to-action needs to be stronger.
Remember that you are a guest in your subscriber’s inbox, so do not be a jerk and blow it up. A majority of people think that simpler is better and easier to understand. If you can create content that is simple but can catch the eye of your potential customers, you’ll do just fine. Follow through on your promises. If you say you are going to send updates every day, then you have to send updates every day. Some people rely on consistency. Finally, watch your analytics because they will be the ones to tell you if you need to start changing things up.
If you don’t have time to do your own email campaigning, we can do it for you. At WMA we try to create captivating emails to engage your customers/subscribers.