There are many ways to implement email marketing and myriad articles discussing the best plan of action. In an effort to save you time, we’ve compiled some tips on the best email marketing strategies.
Some have come to associate email marketing with spam, resulting in a sour view of the company or firm that sends the email. But, when certain tactics are implemented correctly, email marketing can provide useful and interesting content to current and prospective clients, which in turn will garner business. Word of mouth is extremely important in any industry, and successful email marketing is one way to get referrals.
Quick Tips
- Send Out Frequently
E-newsletters should be sent out monthly, or at least quarterly. - Don’t Blast from Home
Don’t send to hundreds or thousands of people from your personal or work email – use an expert email marketing service. - Create Valuable Content
Don’t clog up your e-newsletter with unrelated links. You want your content to be compelling and related to audience interests - Hone Your Audience
For instance, if you own a local service business, you don’t want to waste your time targeting interstate or international clientele. There would be very little return-on-investment (ROI) and it could negatively affect your reputation with search engines.
How to Build an Email List
Start with the basics – you can use the contacts you have on file from happy customers. If you’ve been in business for a long time, this list will likely be a good starting point. Be sure to ask yourself “Would this contact be interested in receiving emails from my company?”
After that, you will need to actively build your list. There are many ways to do this:
- Add a “Subscribe to Our Email List” option on your website.
- Offer a giveaway – in exchange for the reader’s email address, he or she is entered into the raffle (for a gift card, for instance).
- Ask for emails in the middle or at the end of your website content
- Create an exit-intent pop-up – when a reader is about to leave a site, this small ad will pop up asking them if they’d like to stay up-to-date on the latest company news.
- Offer downloadable content, such as a how-to guide, for which readers will need to provide their email to access the content.
Take advantage of one of the many companies with nominal fees that will ensure your email address isn’t blacklisted, such as Constant Contact, StreamSend, or MailChimp. These services have e-newsletter templates that can be altered to meet your brand. If you don’t have the time, seek out the guidance of an experienced marketing team that can take care of it for you.
How to Create Valuable Content
Throughout the month, try to make a list of instances of the following:
- Positive company news, especially external recognition like reviews or awards
- Topical news related to the company’s industry – be sure to add a sentence or two describing how the news item might affect your audience
- Common questions from clients or customers that you could answer in 6-8 sentences
- Events your audience might be interested in attending
- For retailers: the latest company offerings – such as forthcoming specials or sales
- For service professionals: reminders about important deadlines or annual projects
Implement these details in two- or three-sentence paragraphs in the body of your e-newsletter, with pages that jump out to expand on the content. In the case that you don’t have a lot of news to share, write original content to educate your audience about your experience and your business – including why your business stands out in its field.
When to Schedule Your Campaign
You want the optimal opportunity for visibility and follow-through. Think about the day-to-day business of your audience and schedule the campaign to go out when your readers will be able to sit down and read it.
Consistency is key for email marketing; e-newsletters in particular. You want your audience to anticipate and look forward to your monthly letter, which is full of free, valuable and interesting content. If you’re getting a lot of click-throughs, think about implementing a “Forward” option. Let your audience know you’re on the lookout for new subscribers and ask if they’d consider forwarding your content to a friend or colleague who might likewise benefit from it.
Long Story, Short
Emails are a great marketing tool, because they are not only highly accessible, but also because they are easily shareable (via forwarding). Email marketing also increases your company’s visibility and keeps your name in front of current and potential customers or clientele.
Email marketing can be a useful method to garner new business. However, you may not have the time to write, research and implement your content into a monthly E-Newsletter, especially if you are a small business owner.
The Public Relations and Marketing Group is a full-service marketing firm that specializes in digital marketing for professionals, services, retailers and hospitality businesses alike. For more information about our email marketing service, contact our Long Island marketing agency, serving the greater New York City metropolitan area. Call 631-207-1057 or email info@theprmg.com for a free consultation.
