You’ve Got Mail – Email Marketing Strategy

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You want to start creating email campaigns but have no idea where to start. Email campaigns are great, they’re cost effective, you can reach your entire audience very quickly and see results immediately. Starting a series of email campaigns can be daunting and if you don’t know what you’re doing it can be tricky to get it right. Luckily we have come up with some great tips on why should be doing email marketing, what type of emails you should be sending, what you should include in your email and some top email tips.

 

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Why Should You Do Email Marketing?

Return on Investment: Businesses typically opt for an email marketing strategy due to the high ROI. For example in 2011, “The Direct marketing Association estimated that email marketing typically returns £40 for every £1 invested.” Makes you think why didn’t you start doing this sooner, right?

Easy to create: You don’t have a to be a graphic designer to create an interesting emailer all you have to do is create a campaign that includes templates, videos, images and logos and you’re set! But let’s not forget that the content itself is key and that should always be the most interesting thing on the page.

Cost effective: Email marketing is a relatively cheap strategy compared to other channels like video and advertising; there are also no printing or postage costs and no fees incurred for displaying your message on a billboard. Unless you decide to pay (a small fee) for a specialist email software that can automate, track and evaluate emails it is basically free.

Quick: As email is immediate, you can start seeing results quickly hence the popularity of 24 hour sales. Companies that inform customers of a 24 hour sale are able to create a sense of urgency and can convince readers to take immediate action. Compare this to when it takes businesses weeks to see results from a billboard campaign and I think you’d agree they’re great at getting a reader to take action quickly.

Shareable: With everything being so easily shared these days, you want to make sure you include something that your subscribers will want to share. The best are usually competitions, giveaways or deals. Your subscribers could become your brand evangelists –taking your business to new markets.

Trackable: A lot of email software have tracking capabilities that enable you to see who received your email, who opened it, who unsubscribed from it as well as click-through and conversion rates. All of which help pin point your key areas and what you may need to improve on in the next emailer.

 

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Reach your fans: Because your consumers sign up to receive an email they are usually pretty happy to receive emails. This allows for higher conversion rates as you are only targeting the people who already have an interest in your brand.

Actionable: Calls to action are prominent in a lot of emails and so they should be, they’re very useful for getting subscribers to impulse buy. They are great at getting a consumer to go from viewing an offer to buying a product in only a few clicks. Emails really are great at driving sales. Check out our blog post on how to make awesome CTAs

Here is a great guide for helping you decide whether you should start implementing an email marketing strategy.

 

What Type of Email Should You Send?

There are a whole range of emails you can send out to your readers however the main ones include:

Welcome emails – Welcome new subscribers by thanking them for signing up or providing them with more information. Check out these great welcome emails.

Event invitation – It does what it says on the tin. It’s basically an email where you invite your readers to an event you’re hosting, in the hope they register and attend. Here are a few great examples, plus some tips on how to send them yourself.

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Newsletter emails – These emails should focus on updating your readers with recent news about your business however make sure that they are interesting to read by including intriguing and useful information, this can include case studies, e-books, infographics etc. Take a look at this newsletter emailer from Pizza Express.  

Confirmation emails – There is nothing more annoying than buying a product or service and not knowing whether your transaction was successfully processed. Send your customers emails telling them their purchase was successful and include important information like their receipt or order number. Here are some examples and how to get the most out of you confirmation emails.

New content/product announcement - This should help drive traffic to your site, raise awareness and potentially increase downloads of that content/sales of that product. Adidas are great at emailing readers about new products.

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Offer emails – This type of email should include a discount, coupon or other deal that subscribers can use as a ‘thank you’ for being on the VIP list for your company. Check out this J. Crew special offer email.

Survey emails –Understand your readers more and recognise what they want by sending out a survey and asking them to complete it. It is useful to inform readers beforehand what it is about and roughly how long it will take to complete.  Take a look at LinkedIn’s survey email and how you can send the perfect survey email.

 

What Should You Include in Your Emails

Some of these may sound obvious but guaranteed businesses have often left them out. Creating a template with all of the key basic info you want to include in all of your emails is a great idea, so you never forget to do it and you can always add to it.

A subscribe button – You may have just added some one new to your emailer list or sent them a new type of emailer, give them the chance to subscribe to more rather than assuming all of your subscribers will want everything you send out.

An unsubscribe button – It may seem counterintuitive but an unsubscribe button is actually helpful. By giving people the option to unsubscribe it enables you to really target those who are actually interested in your business and its offerings.

Social buttons – Make it easy for your readers to share your emailer with friends or family. This helps you to gain increased brand awareness and potentially new subscribers. Include buttons for the channels your business uses so people can then tag you in their posts.

 

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Call to action buttons – As previously mentioned call to actions are very useful but including them in your emailer template will mean you never miss an opportunity and you can always change the text to whatever is relevant to your content, e.g. click here to for 50% of trainers.

Links – Add links to your text and images where possible whether it’s a new product or service or just a great article you read recently.

Branding – Make sure you emails are aligned with your brand so people will instantly recognise they’re from you.

Contact details – Providing the correct details will enable readers to easily get in contact with your business should they need to.

 

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Top Tips For Writing Your First Email Campaign 

Don’t waste time: Keep your email on topic and provide something that is truly of value to your reader whether this is new information, an offer or to download something.

Make it personal: Write your emails as if you were writing to one person, a person you really like and value. By writing to your email copy as if it were designed for one person rather than your whole subscriber list you will make your customers feel valued. You can do this by including you or your in the text for example ‘How these top email marketing tips will help solve your email problems’ or by including the readers first name at the top of the email –a lot of software services do this.

Be genuine: Similar to the way you would appear to tailor your emails to each customer, be sure to make them look as though they are from a real person not an automated system. End your email by signing off with your name.

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Don’t make it weird: Sure, you want to add an element of personalisation but don’t repeat subscriber’s names throughout the email, it just looks creepy and they may think you’re watching them!

Be useful: Emailers are great at boosting website traffic or generating sales but don’t just email your subscribers when you want something-it’s all about give and take. Make sure to give them something helpful or useful, be generous like an actual friend would be; share your favourite new meme if you want. The more natural and personal you come across in your emails the more your subscribers are happy to start growing your relationship.

Proofread!: Proofread it as much as possible, get colleagues and friends to proof read it as it can be fairly embarrassing when you’re trying to make a serious point and you make a spelling mistake, it just looks unprofessional.

Here are loads more useful tips to help you get your first email campaign off the ground

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Finally, here is a list of great emails well-known companies including Buzzfeed and Uber, send out on a regular basis. See if you can spot how they incorporate some the tips mentioned above and what they add to take their emails to the next level. Writing emails and sending it to a whole load of people can be daunting but if you follow our tips above, proof read and be human when you write you’ll be rockin’.

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