I think we can all agree that the world of online marketing is changing how we approach marketing and advertising campaigns. Thanks to the likes of social media, SEO, and content strategy, we’re seeing marketers experiment with digital marketing tactics and strategies.
One area that’s changed a lot is email marketing. Instead of relying on canned messages and deal-of-the-day offers, businesses are learning to be more innovative and creative with their marketing emails.
So if you’re looking to get started with a marketing email campaign, where should you start?
Consider Your Target Audience
Before you get started, it’s important to consider who you’re trying to reach with your email marketing campaign. When you have a clear idea of who your target audience is, you can tailor your strategy and pitch accordingly. It’s all about connecting with your audience and establishing trust.
In digital marketing, email is one of the most important channels. According to HubSpot Blogs, 79% of consumers have opened an email marketing campaign. Even more striking is the fact that only 16% of consumers have clicked on a hyperlink or visited a website in the email.
This means that your email is almost certainly being opened and that you have the opportunity to educate or entertain your readers. Furthermore, if you create a useful resource that your audience will value, they are much more likely to engage with your email marketing campaigns.
To put it simply, if you can’t get a message across in 10 quick tweets, you’re better off making a longer-form blog post that speaks to the more serious customer.
Understand The Basics Of Email Marketing
While it’s not essential to have a marketing degree to be effective in email marketing, it certainly doesn’t hurt. Being familiar with email marketing basics such as segmentation, testing, and measuring will help you get the most out of your email marketing strategy.
You’ll also want to make sure that you have the necessary tools to help you send out personalized, relevant emails. Having a list of customers that you can personalize content with is a great way to create trusted connections and gain credibility.
Build A Strong Relationship With Your Audience
In addition to having a clear idea of your target audience, you should have a good sense of how you can build a strong relationship with them. Just like with cold emailing, you’ll want to be careful about how you engage with your customers. You don’t want to come off as too familiar or too distant.
Instead, you can find the right tone depending on what you’re promoting. If you’re marketing an event, you might want to play it cool and formal. Someone who’s just bought a new car might appreciate a personal touch from you, especially if you’re a car dealer.
But if you want to promote a diet plan or a workout routine, you might want to come off more like a friend or a celebrity. The key is to find that balance and establish a casual, friendly rapport with your audience. This will help you get a more authentic response when you ask for feedback or seek support.
Why Should You Use Video For Marketing?
Thanks to the rise of TikTok and its contemporaries, audiences have more video content to choose from than ever before. But despite this abundance of choice, video marketing is frequently underutilized by businesses. But why?
Well, the most obvious answer is that it’s difficult to measure. You can’t simply tell from a Tweet or Instagram post whether or not someone has actually watched your video content. This is why marketers frequently turn to online video statistics such as watch time and video views to determine the effectiveness of their campaigns.
But beyond that, video content is also difficult to format and manage. If you want to create a video for marketing, you’re going to need equipment such as a camera, a microphone, and a desk. You’re also going to need software to edit all your videos. And if you want to make sure that your videos look consistent, you’re going to need to hire an agency to help you design your video ads.
So while video content is difficult to plan and launch, it’s also difficult to track and measure the results of your video marketing campaign. This makes it all the more important that you establish a strong video marketing strategy in the first place. And with the right tools and content, you can definitely achieve success with video marketing.
Create A Clear Call-to-Action
If you want to encourage your audience to take a specific action — such as signing up for a newsletter or making a purchase — you’ll want to create a clear call-to-action. But how do you go about creating a call-to-action that will engage your audience and motivate them to take the action you’re asking them to take?
The answer is to be as specific as possible. Instead of just saying, “Visit our website,” you can offer an actionable and unique proposition such as, “Learn how to make an affiliate commission by promoting our discount coupons on your social media accounts.”
Depending on your product or service, you can also try using behavior science to move your audience to take action. For example, if you’re selling workout gear, you can try using the Aspire framework to engage your audience and get them to go from wanting to become more active, to actually going for a run or joining a gym.
But regardless of the strategy you choose, your call-to-action should be concise, easy to understand, and preferably, uniquely tied to a specific action. If you can help your audience understand what the action is and how taking it will benefit them, you’ll be able to drive more effective results from your email marketing efforts.
Establish An Inbox Strategy
To get the most from your email marketing campaigns, you’re going to want to establish an inbox strategy. Just like with your social media accounts, you’ll want to make sure that you have a consistent way of responding to messages.
What’s important is that you not only have a strategy, but that you stick to it as well. Otherwise, you’ll just be sending out pointless email campaigns that won’t produce the results you’re looking for.
There are many different types of emails that marketing departments and sales teams receive. Unsurprisingly, the types of emails that receive the most attention are the ones that provide benefits to the recipient. For example, if you’re selling travel insurance, you might want to consider using transactional emails to confirm reservations or to update a customer on the status of their claim.
But it’s also important to look at other types of emails that your marketing team receives on a regular basis. Some marketers and salespeople might also receive newsletters from publishers or other brands that they’re affiliated with. It’s good practice to consider these types of emails as part of your inbox strategy as well.
Make Sure Your Marketing Campaign Is Attractive
If you’re sending out generic, boring emails, it’s almost certainly going to get ignored. When someone decides to ignore your email, it usually means that the content was not interesting nor was it well-written. While it’s not always the case, frequently the issue is that the content just isn’t good enough.
But if you want to get your marketing emails opened and read, you need to take the time to write a compelling piece. Even if you use software to generate emails, it’s still important to type out each and every email manually. This will help you become more attentive to detail and ensure that each email is written with effective communication and storytelling.
Measure Your Results
Even if you use the same simple segmentation techniques that we discussed earlier in this guide, it’s still important to measure the results of your email marketing campaign. Why? It’s difficult to say exactly how a marketing email campaign performed, unless you have access to specific metrics such as opens, clicks, and conversions.
Unless you’re selling a luxury product that you can immediately measure the results of your marketing efforts in, it might be difficult to know if your email marketing campaign was successful or not. This makes it all the more important that you establish and follow a clear marketing and measurement strategy. Analytics and specific metrics will also help you pinpoint the results of your various email marketing tactics.
Hopefully, this post gave you a good idea of how to start an online marketing campaign. While it’s not always easy, being able to measure the results of your efforts can provide valuable insights into your next step.