Digital Marketing

How to Make Email Marketing Work for You

When you’re trying to push your business, you can’t just sit back and wait for new clients to walk in the door. You have to be proactive, laying out strategies to bring customers to you. Email marketing is one of the most effective ways to accomplish this. With an ROI of $38 for every dollar spent, it’s one of the most effective forms of marketing available, whether you’re a startup or a long-established business.

For email marketing to work for your business, though, it needs to be done properly. There are several comprehensive guides on how to implement your company’s email marketing strategy, but before you dive in, here are a few quick tips to keep in mind.

Establish your goals from the start, but be willing to adapt as necessary

Before you draft your first email, it’s important to discuss your goals with your team and lay out an actionable plan. What are you hoping to accomplish with your email marketing campaign? Your goals should guide you as you make each decision throughout the campaign, from your target audience to the type of content you produce for it, from the type of campaign you build to the metrics you use to measure success. Are you hoping to bring in new sales leads? Are you hoping to improve your company’s public image? Are you driving donations for a charitable cause or bringing in subscribers for a service? Work with your team to determine exactly what you hope to achieve so that, as the project grows, you’ll have a clear direction from the very beginning.

Build a list of email contacts

The best email campaign will do you no good if you have no one to send it to. If you’ve already got a client list, that’s a good place to start. Many email marketing automation programs are able to import your customer list directly from CRM suites, accounting tools like Quickbooks or other alternatives, or even just from a basic spreadsheet. Of course, before you start sending marketing emails to everyone on your contacts list, you should have permission to contact them.

Offering incentives can encourage people to sign up for your email list. These incentives can range anywhere from creating valuable content to discounts to contest entries. The important thing is to offer something that they’ll actually want. Be clear about what they are signing up for from the start. Tell them what’s in it for them if they sign up for your email list. Will they get discounts? Updates about the progress of an upcoming project? How often will you be sending emails? The more information you can give, the less hesitant they will be to give you their contact information.

Pay attention to the details.

When you are crafting a marketing email to send to clients, the details have the potential to make the campaign work or go down in flames. If customers spot a glaring grammatical or spelling error, it can hurt your company’s credibility, so don’t skip copy edits, and have more than one round. If the email contains contact information for your business or the times of a specific event, make sure that they are accurate; otherwise, you’re going to end up with poor results, since your audience won’t know how to actually get in touch with your business to engage your services or purchase your product.

Make sure your headlines are clear and give an accurate depiction of what the email contains. Use keywords that your research shows will catch the attention of readers.

Get to the point, and keep the design crisp and clean.

If you want customers to actually read your emails, then don’t try to pack in every bit of information or fill it with flowery language. Keep it concise and get to the point quickly. This goes for both written content and overall design. If you try to pack too much visual information, your readers can get overwhelmed and just close the email. They may even mark it as spam, which could lead to fewer of your customers actually even getting your emails down the line. Make sure that you’re actually sending your email list content that they’ll actually want to read or it will all translate into wasted effort.

Remember, even when you’ve built a substantial email list, don’t stop growing it. Some people on your list will unsubscribe, but there will always be others who join, giving you a healthy, evolving audience. The internet, and email, in particular, are both powerful tools for businesses, allowing them to reach a bigger audience than ever before. By using email marketing properly, you can see significant results with a relatively small investment, which will inevitably improve your bottom line.

 
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Dennis Hung is an entrepreneur and product analyst specializing in mobile technology and IoT. He’s spent most of his career consulting for businesses in North America.

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