One of the biggest goals of any business is to develop a solid following. As more and more of us are working, shopping and socialising on the go, finding fast and convenient ways to market your business means looking to online avenues. When utilised correctly, email marketing is a great way to communicate with your target audience and gain a sense of loyalty. Here are some things you’ll need to consider before creating an email marketing campaign.
This is the question that every single recipient of your email will be asking themselves, so it’s important to do all you can to make sure the answer is a resounding “yes”. With so many emails making their way into a person’s inbox, chances are a person will be quite particular on which ones they decide to open. In between the emails of daily deals, spam telling them they have won a million dollars and emails from friends, colleagues and family, will you really stand out and force them to take time out of their schedule to open it?
The biggest deciding factor, besides whatever loyalty they already have for your business, is the subject line you choose to use. With only a limited amount of words—remember, this needs to be punchy—you need to give the reader a clear indication of what they can expect and entice them to want to know more. Creating the right subject lines is really an art, and one that you will need to master quickly to maximise your email marketing potential.
Sure, the purpose of your email marketing efforts is to hopefully gain more sales. However, this doesn’t mean you have to push a salesy tone in every single email you send out. Just like blogging, you want to ensure each topic you choose and everything you write is engaging, relevant and fresh. Sending an email each month about the same product? Boring. Going on about how you are a leader in the industry? Heard it all before. Stand out and make readers eager to see what you have to say next. Sometimes this will mean straying from simply talking about what you can offer and focussing on other aspects.
While it can be a lot easier to simply create one email that is sent to absolutely everyone, there may be times where an email is suited to a section of your audience. Have you got a special offer only available to those who have recently made a purchase? Are there some readers who would benefit more from a particular product? These are some things you may want to think about from the onset.