Email communication is an important medium to attract potential customers and clients to invest their time and money in your business. Email marketing is no different from any other marketing strategy. What we used to do with pamphlets in earlier days, today newsletters and marketing emails serve the same purpose. Most of us like to check our emails frequently with a hope to gain some useful information or communication but often get annoyed by spam emails.
Smartphones have simplified the task of checking emails, but the sheer amount of emails (mostly non-productive) affects our productivity. Often, we get frustrated by the marketing emails dumped into our inbox, but still, we tend to check every new email we receive. Most marketers know that we need informative, exciting, and entertaining content to go through whenever we open our inbox. Here are 7 Proven Ways to get through the hurdles in your email marketing campaign and become a successful marketer.
#1 Collect your friends and acquaintances
To become successful in your campaign, you need to have a good number of contacts in your email list. If you have less number of contacts or acquaintances, you need to work on extending your friends or contact list by making good use of social networking. As marketing through email and social networking sites have a negotiable number of similarities, you can improve your social networking visibility and communicate with the desired range of audience. Once you achieve goodwill at a considerable level, your social network marketing and email marketing campaign will flourish hand in hand.
Regardless of strategies, you need to attract people to your newsletter or email and to invest in your business. Most of us will give a passive response when it comes to giving our email-id to a company, fearing spammy marketing emails flooding into our inbox. You can appeal to the visitors on your social profile pages by offering informative and amusing content on your business page that makes the client or visitor subscribe to your emails or newsletters.
To gain the attention of the customers, you can go through loads of emails cluttered in your inbox and find which emails appealed you to subscribe to any newsletter. You should read the minds of your customers to persuade them to share their email id. To attract the targeted audience, you can present your page with good content, quality images, and relevant layout.
The common questions in the minds of people before they subscribe to your email marketing campaign are:
- What incentives do I get by subscribing to this email marketing email?
- What if my inbox will be filled with spammy or junk mails?
- Will I get discounts or incentives after I subscribe?
- What is the frequency of emails?
#2 Take care of words you use
People won’t be interested to invest in your business if they don’t read your email. You should use appealing and gentle vocabulary to attract customers. Your page should stay unique without the exaggerations and sales content. Attractive images, relevant content, and alluring offers will help you make a good start with your campaign. A personalized and catchy appeal will be an additional asset to your page. Here’s a complete guide on email marketing.
You should have a practical approach towards the psychology of the customers and should be careful about the frequency of the emails you send.
#3 Go for a professional, reputed email service
Sometimes, all your efforts for an established campaign may fail due to use of poor email service. Go for a popular and efficient email service that is trusted by the audience and is known to be used by businesses. Most users neglect marketing emails as most of such emails contain links that compel the users for providing personal information. Unnecessary pop-ups or links in the emails make users move them into spam or trash folders. Using a popular and professional email service makes your email or newsletter appealing and trustworthy. The components of the emails designed by the professional services might help to increase goodwill among the users and encourage them to initiate an interest in your business. Use of less known and cheap email services may display a negative image of your business on the customers. You can have a look at some popular email services that provide a stage for marketing and business campaigns like MailChimp, AWeber, and Constant Contact.
#4 Role of Company Newsletter
A newsletter is the staple part of an email marketing campaign. Most customers get interested in the exchange of their email and basic information with the company newsletter. Newsletters should be engaging and should comprise of productive information to gain enthusiasm among the clients and gradually convert them to become your loyal customers as more transparency regarding the company’s information helps to improve trust among the clients.
A professional newsletter will provide information more than a spam marketing email. The business newsletter should be designed keeping the benefits of your customers in mind. Your newsletter should be impressive, readable, and exciting with relevant content and images. The content of your newsletter should be innovative and personalized. Also, the content in the newsletter related to your company should be updated regularly.
Take care that you send emails only to the customers who express interest to communicate with you through your emails and newsletters. Respecting their choice is mandatory.
#5 Learn from your errors and use your analytic tools
You may not succeed every time you try to implement a professional email marketing campaign. Some steps you follow in your campaigning may lead to pathetic results. But these failures should not stop you from making better marketing strategies. Google Analytics will help you to point mistakes in your campaigning and mend your ways. Sometimes, disasters may turn to valuable experiences that teach you how to run a successful business based on email marketing.
Most of the popular professional email services offer built-in analytic tools that assess the performance of your campaign. The analysis helps you to rectify the weak points that hurdle your email marketing campaign.
Analytics gives you the details about several subscribers, click-through rate and open email rate. The higher number of unsubscribed users shows that you are not providing sufficient information to your customers. A low email opening rate indicates that you are sending emails too frequently and that the customers are afraid that your emails are mostly spammy and manipulative.
A low click-through rate shows that the users are opening your email but are navigating back faster from your page. This is a sign that you are poor in research about your target audience.
The analytics help you see your campaign’s strengths and weaknesses and fix the problems for a better outcome. They help you to read the minds of your customers and the response of the users to your campaign and rebuild your business marketing strategy.
#6 Segmentation of emails
There will be multiple groups of people in your contact list. Your email marketing strategies should read the needs and minds of these groups. You may have longstanding customers along with new ones in your email list. You can reach them more effectively by studying their needs and requirements, by making frequent surveys on your customers and dividing them into subgroups based on the frequency of communication and their response.
Dividing your buyers into groups and sending different personalized emails to different groups of buyers make your business more trustworthy and appealing. Personalized segmentation of emails will be more productive when compared to bulk emails. Segmentation helps to improve the click-through rate and customer response. You can segment the groups of customers based on their needs, the frequency of emails they agree to and how frequently they communicate with you.
The objectives or needs of segmenting the user groups may differ according to the needs of your business. Some of the segmentation can be:
- List of newsletters
- List of your products and companies you are campaigning
- List of new customers
- List of your loyal customers
#7 Take care of the frequency of emails you send
You may not get an instant customer response by sending emails to them frequently. Sometimes the frequency of your emails may reduce anticipation about your products among the customers. Some customers like to follow your emails regularly while others don’t like frequent emails especially marketing emails.
Communicating with customers through emails promptly at regular interval will help to raise the brand value among the consumers. Many of the popular email services help the companies to access auto-responsive tools to respond to the customer emails. These emails automatically help the companies to gain a positive response from the customers. These tools make customers feel that you are thinking about them and build a trustworthy and longstanding relationship. But this takes a lot of time, effort, and skill.
For example, if you state that you will send regular updates to your customers but send weekly or monthly newsletters, you may lose their goodwill. You should be prompt and reliable with your commitment to the customer. You can make use of Google Analytics or other professional analytics tools to assess your customer response level and follow up with your customers at the proper frequency.
A successful email marketing campaign can help your business grow multi-fold. Emailing marketing is not rocket science but launching a successful campaign is surely a task that involves strategy, planning and patience. Follow our guide to make your next email marketing campaign a success.