The Importance of Email Marketing
A critical component of digital marketing that should never be overlooked is Email Marketing. It’s easily one of the most effective ways to market to your potential customers because it’s usually targeted (they signed up) and the advertising is right in front of their eyes when they open your email. We’ve also found that sending email blasts can be one of the more cost-effective forms of marketing, making it a core ingredient of your overall efforts to stimulate sales or website traffic. Our team has learned the best techniques and strategies for email marketing and can help your company manage a variety of email campaigns.
Growing your Contact List
So you’re ready to start sending emails, but who do you send them to? Well, the first step to email marketing is growing your contact list. This can be achieved via a plethora of methods, like customers who have made a purchase on your website or visitors who have signed up for your blog. Another popular strategy is to gain contacts via social media. There are literally countless ways you can grow your email list, although can be more effective than others. It’s important to focus your efforts on the techniques that have been proven work, while also trying new mediums as you find them. Having said all that, buying email lists from companies is a strategy we do not recommend, as the actual email addresses can be bogus, completely uninterested in your website, or even illegal. We can help grow you email list immediately and ensure the people we market to are genuinely interested in your company or products.
Best Methods for Sending Emails
Once you have a decent email list (over 100), it’s time to start sending out emails. There are many email marketing platforms to choose from, with Mailchimp and Constant Contact being the two most widely used. It’s important that you choose a reputable company for hosting your sent emails, otherwise you risk the email ending up in a person’s spam or junk folder. Sending email blasts via your own website server can also be risky, as Gmail or Yahoo! may not recognize your website server and mark it as spam. With years of experience using the most popular platforms, we can help setup a new account and manage your email campaigns to help make certain they arrive in the Inbox.
What should my Emails include?
The most difficult part of email marketing is figuring out what to include in your email blasts that will generate the most clicks, engagement or sales. You don’t want to annoy your customers with the same style email blast every time, as this could lead to increasing opt-outs. Equally important is to avoid sending emails too often. We typically recommend 2-3 times a week, but ultimately your analytics (opens, clicks, conversions and opt-outs) will determine how often you should be sending them. So we’ve covered the “don’ts”, but what should you include in your emails?
Coupons and other Offers
If you have an eCommerce store or you provide a service, then offering coupons can be one of the easiest and most effective ways to gain clicks and engagement. This also applies to other offers, like “Buy One – Get One Free” or “Free Gift with your Purchase”. Many people wait around for these coupons and offers to become available before they make a purchase, so don’t delay on this strategy otherwise your competitors will most likely gain the upper hand.
What if you don’t have an eCommerce store? Then it’s all about the CTA’s (call to actions). And it’s imperative that you have engaging content and creative imagery to support your call to actions. It’s useless to send an email blast if the creative content isn’t their to support your message. Some examples of popular CTA’s include “Try for Free, “Get Started”, and “Learn More”. You’ll want to test different CTA’s to find what works best for your business and remember to always put yourself in the customer’s shoes.
Finding Best Times to Send Email Blasts
Deciding when to send your email blast can also be one of the most critical components for email marketing. Most experts would agree that sending emails in the morning (around 10AM EST) is the optimal time, as many people are just getting up or arriving at work to check their emails. In regards to the most effective day of the week, many people believe that Tuesdays and Wednesdays will provide the best results as people are just settling into their work week. But once again, it’s important that you look at the analytics to find what works best for your customer base and don’t be afraid to experiment.