Email is the primary form of business communication. Despite the popularity of social media, you’re forever at the mercy of their changeable regulations and algorithms. With email marketing, you own your list. Plus, 9 out of 10 people check their email every day, so it’s a potent tool in any seller’s arsenal.
What are the benefits of email marketing?
A well designed email campaign can:
- build brand awareness
- educate about your product or service
- build a relationship, and most importantly:
- give customers what they need to make a purchase
To help you craft an email campaign that boosts your brand and converts leads, we’ve put together some simple steps to get you started.
1. Select an email provider
Email service providers are platforms that allows you to customise the look and feel of your emails, as well as making it easier to send to a subscriber base or automate sending. The different providers may offer different free and paid features. We prefer Mailchimp. It’s easy to connect it to apps and programs that you already use and has great built-in automation and optimisation tools. It also has a range of pricing plans (including a free option) that cater to different levels of use.
2. Understand your audience
Before you start planning or creating your campaign, you need to understand who you’re marketing to. Who is your target audience? What are their problems, what questions are they asking, and why should they care about what you have to say? Then you need to consider: how are you going to address those questions and problems?
3. Set achievable goals
Before you start creating content, gather some data around the average email marketing statistics in your industry. If you’re new to email marketing, aim to match or beat the average open rate, conversion rate and number of unsubscribes as a starting point.
In the future, you’ll want to set loftier goals, such as growing your email subscriber base by 20 per cent a year, or increasing your conversion rate by 20 per cent.
Whatever you decide to do, make sure you’ve selected your metrics and set your benchmarks for success before you start.
4. Build your email list
One of the biggest challenges in email marketing is building your list. Today’s currency is attention. If you want access to someone’s precious inbox real estate, you have to offer them something valuable in exchange.
For service based industries, this valuable thing is free access to your expertise in the form of content. This could be:
- Ebook and reports
- Templates, checklists, or other useful tools
You could advertise these through social media, paid ads, or a pop-up on your site, but however you do it, it needs to be accompanied by a simple form to collect their details.
5. Create content that educates
The hard work actually starts once you’ve tempted people into joining your list. The hard sell won’t work here. Instead, aim to create content that educates prospects, answers their questions and helps them make decisions. Refer back to your list of your target audience’s needs and wants from step 2!
Don’t forget to include a CTA in your emails that help guide your prospects towards their next move. Your emails should provide value as standalone content, but you can also mention how your services would help them even further. You can also include links to further your contact page, or your socials and blog for further reading.
Your CTA will depend on what your pre-determined goals are (remember step 3).
6. Automate everything
If you don’t automate the work of nurturing your leads and touching base with your subscribers, it’s easy to get overwhelmed. Make it easier and save valuable time by making the most of your ESP’s automation tools.
Let’s say you’ve written a killer e-book, and a prospect has signed up to your list and downloaded it. What next? Pre-write a series of welcome emails which will automatically get sent to anyone who downloads the e-book over the following week or two, before moving that contact onto your main list.
When used well, automation is a great way to further the conversation and build a relationship with prospects without spending hours and hours doing it.
7. Analyse and optimise
Email marketing is a fantastic tool but it won’t make you a million on the first try. To get better results, you need to analyse each campaign, A/B test, and adjust. And keep adjusting.
Here are some things you can consider A/B testing:
- Different subject lines
- Content format
- Different CTAs
- Different times
If you’re ready to start skipping the spam folder and start generating real leads, get in touch with the team here at Pounce Marketing for help crafting an email marketing campaign that gets results.