Through email, you're able to stay top-of-mind by providing communication to their personal inbox
We all know a bit about what an email marketing campaign is – we end up signing up for mailing lists with companies and stores we purchase things from, or businesses and events that we are interested in.
An email marketing campaign is a series of emails that a business can use to communicate with current and potential customers and clients. They are used to persuade customers to engage with the company. Email campaigns are an important part of inbound marketing – but the next question is: WHAT is inbound marketing?
Inbound marketing is a constant and ongoing process. This sounds intimidating, but really, sales people are essentially marketers; marketers who want to meet buyers in whatever stage of the journey they’re in. We need to remember that not everyone is ready to buy at this exact moment, but they are in flux, thinking, planning, dreaming about what comes next. This is why email marketing is an incredibly important channel for communication with your audience and your potential & existing customers.
Through email, you’re able to stay top-of-mind by providing communication to their personal inbox, and this can be relatively easy for you if you choose to use an automated mailing list system (there are so many to choose from out there!).
The idea behind an email marketing campaign is, like everything else in marketing, to have a plan. You can’t go into this blindly, as you wont get the ROI you deserve for your efforts and time. You need to not just have a plan, but also need to put yourself in your audience’s shoes – what do things look like from their perspective, so you can provide clarity in your email marketing that helps them identify what you’re bringing forward. Going hand in hand here, is also creating the timeline for your campaign – when do you want to begin, what timeline do you want to achieve, how long will you be running this specific campaign, and what is your end goal? Once these are laid out, you have something to commit to! Now time to write your content – be concise, use visuals to keep your audience’s attention, and write some killer headlines that will captivate and draw your users in to read and learn more about YOU and YOUR business. This means you have to have your brand assets established, so you become iconic in the mind of your audience: your existing and potential clients. In your mailer make sure you have a clear option for them to opt out, so your audience doesn’t feel stifled or forced into your email campaign. And the cherry on top of your emails, is a clear call to action that is easy to follow; and this needs to be identified in your early planning stages.
Once you have begun your email marketing campaign, ensure you are monitoring your metrics. This can help you gauge potential changes you need to make, and see where you may need to tweak things or pivot your approach completely. This is all about time and money – save yourself wasted time so you can ensure your ROI is amplified!
