Email marketing can be an incredibly powerful tool for any business – whether you’re an e-commerce firm, local company, or even a global enterprise. Many businesses fail to make email marketing part of their efforts, or develop a plan but never follow through. The thing to remember is this: Email connects you with your most motivated prospects and customers.
That means even a small investment of time can yield tremendous ROI. In some cases, ROI can be as high as 4,300%. How is that possible? It’s simple: The power of connecting the right users with the right offers at the right moment. Email marketing is the most cost-effective way to do it.
Let’s look at the basic steps of getting your first email campaign up and running:
1 Go Light on Sales Pitches: Add Value Instead
Sooner or later, you’ll have to close the deal – but if you move too fast, prospects unsubscribe. Think of your email campaign like a bank account: For every five messages that add value, you can make one “withdrawal” by blasting a targeted special offer to your list.
2 Start With Solid Subject Lines
Your subject line decides whether your subscribers will open and read your email. Focus on action-oriented subject lines that promise something you know is valuable to your target audience. Then, make sure your message follows through!
3 Close With a Call to Action
If people aren’t sure what you want them to do next, then they probably won’t do it. Always finish your messages with a call to action, but remember that not all CTAs have to close a sale. Simply getting people to engage with your site can prepare them for a bigger purchase down the line.
4 Cover One Topic Per Message
If your email campaign is a road that leads customers to a purchase, each message should be one distinct step on that path. Including scads of offers and promotions in a single email will dilute your message and can actually reduce response as users overlook the content that applies to them.
5 Monitor Your Results
In the same way that many businesses stay focused on “traffic” and lose sight of all the other moving parts in e-commerce, many brands launch an email campaign without taking steps to measure its results. That includes tracking things like delivery rate, clickthrough, and conversions, which are all valuable in refining your process and making better campaigns.
Email marketing may seem complex, but it isn’t as challenging as it appears. Even a campaign that only has the most basic features can still capture attention from your prospects and provide valuable lessons. Get started with email marketing today.
At AIMG, we’ve helped several clients implement successful email campaigns. Contact us today to see how we can help your business!