The marketing resource we have all forgotten about, your email list!
As digital marketing becomes more commonplace amongst business, there is a drive for innovation. New and exciting forms of digital marketing arrive, leaving the old standbys somewhat forgotten about. But those stalwarts of digital marketing still have a lot to offer businesses of all kinds, and email marketing is a highly effective tool you should still have at your disposal!
What is email marketing?
Email marketing is, quite simply, marketing your business to potential customers through the use of email. That’s it – it really is as simple as that. Email marketing is a highly adaptable form of promotion, however, and no two email marketing campaigns ever look or feel the same.
You market events, promotions, business openings, special offers, and so much more, with just a few clicks. The offers are then deposited into the accounts of the people you have in your mailing list, ready for them to open at their convenience. It couldn’t be easier.
Why is email marketing useful?
The prime benefit of email marketing for businesses is that it’s ultimately an infinitely adjustable tool that you can alter to your needs. Marketing rarely works when it’s a general campaign, so in order to make the most of your campaigns, you need to tailor them to the requirements of particular customers.
Email allows you to do exactly that. You can develop particular mailing lists based on the characteristics of certain recipients – for example, potential customers, customers that haven’t purchased in six or more months, regular customers, etc. You can then tailor what you send each mailing list.
All you need to do is compile the list, compose the email, and click send – that’s it.
That alludes to the second primary benefit of email marketing – it’s cheap. Businesses spend thousands hoping to get the reach that you can get from just a single simple email. When you consider how effective a piece of communication it is, and how broad the potential reach is,
email marketing is an absolute bargain.
How do you stand out?
The issue, however, is that most people get quite a few emails a day. Many customers often tune out emails that are blatantly sales-focused, even if they might contain genuinely appealing offers. The secret, then, is to make sure that you make your emails as attractive and memorable as possible.
How do you that?
Creating Responsive design
Your email needs to be simple, straight forward, and functional. Don’t be tempted to get too carried away with over-designing your email and inadvertently camouflaging your offer. Remember that most people give only a cursory glance to their emails to determine whether or not they’re interested in reading further. If a recipient can’t see in a moment’s notice what your email is offering them, you need to make it simpler.
It may be a reality of how marketing works, but nobody wants to feel they’re ‘just’ part of a mailing list. Make the effort to ensure your emails offer a personal touch. You can do this by making sure emails are addressed to actually named recipients, where possible. Similarly, in the copy of your email, you should personalise it to the reason that recipient is in a certain mailing list – for example, being a regular customer.
And finally including Call to actions
Make sure readers understand what you want them to do with the information you’re providing them. It’s no good telling a recipient about a special offer if you don’t tell them how to redeem it, or what they need to do in order to receive it. Make your communication as clear as possible,
always ensure all of your emails end with a compelling call to action.