There's a lot of neo-marketers that believe certain marketing techniques, like email marketing, have simply become obsolete. This group is in for a shocker since studies have actually shown the exact opposite. Research done in 2018 proved that email marketing ranked number one out of all the other marketing channels, including social media and SEO. So, what makes this marketing technique so effective? There are so many more modern ways to execute and achieve a successful email marketing campaign, there has to be something that makes this tried method yield results.
Well, think about it, how many people do you know that are very active on social media? Alternatively, how many people do you know that regularly use their email? Another study done in 2017 may be able to provide you with a clearer answer. This study showed that 85 percent of adult internet users have and actively use their emails, while on the other hand, about 63 percent use social media. And with a 22 percent difference, it becomes more evident why your business should include email marketing in its Hoshin Kanri strategy, or any other strategy of choice.
So, how do you plan and execute a successful email marketing campaign? Well here are three helpful tips to get you started.
The first thing you need to do to get started is to build up your email list. To do this, it's required that you obtain some form of permission from your customers and potential customers to send content to their email. There are quite a number of ways to do this, however, there often needs to be some sort of incentive involved because most people won't just hand you their email address. It may be some free products, advice, recipes, you name it.
For example, when you visit some business websites and see things like “Get 15% discount off your next purchase”, followed by an option to subscribe to their mailing list, that's the first step executed. You don’t necessarily have to go down the discount route.
Others may even offer a “Buy one get one free” promo in exchange for customer emails. These ‘offers’ are referred to as a “call to action” and they can help you get more people to subscribe to your mailing list.
On the other hand, some businesses just opt to offer their customers fun and interesting newsletters and product updates on a regular. The whole point is to share a call to action that will ultimately attract customers and help you build your mailing list.
Another related tip is that the confirmation email matters! You want to provide the best confirmation emails so that the individual gets in the routine of reading your emails. This first impression matters.
The next thing you need to do once you’ve got your list of emails and subscribers is to create some good content that will keep them interested in your business. If your call to action is strong enough to attract a good number of potential customers, then your follow up content has to be even stronger in order to retain them. It is advised to start off with an initial welcome or follow up email, as this sets the tone. Send this out immediately and offer details about your business, what it's all about, and what you plan on doing with your subscriber’s email.
Another thing you need to keep in mind is consistency to achieve a successful email marketing campaign. If you have promised to deliver weekly emails but actually send daily emails, this could land your emails in the spam box. Then again, if you’ve promised daily emails but fail to deliver, you could leave your recipients disappointed, which could lead to all-around distrust, enough for them to boycott it.
Once you’ve established some form of trust with your subscribers, you can move towards promoting your products. However, try not to make a product pitch that is too sudden, you don't want to catch your subscribers off guard.
With an understanding of building up an email list and creating good content, the next step involves analyzing your subscribers. The great thing is that you don’t have to analyze individually, as there are analytics services for email marketing. But this just means that you need to have a solid understanding of analytics though.
Some important things to consider here include open rate, click-through rate, and unsubscribes. Your open rate tells you how many people open your emails, and if that number is low, you might need to look for new ways to add value to your subscribers. With your click-through rate, you can see the number of people that click the links in your emails. Again, a low number signifies that your content may not be effective, so you might want to work on improving that.
Finally, the unsubscribes part is quite self-explanatory, that's the number of people who have unsubscribed from your mailing list. Here, a high number means you still have quite a bit of work to do in terms of your email marketing style. Now that you have some basic knowledge about the analytics, you can look for ways to incorporate it into your marketing strategy to help you achieve a successful marketing strategy.