In this day and age, there are plenty of different ways for business owners and marketers to reach out to their target audience and deliver their unique message.
There’s classic direct mail which arrives straight to a person’s doorstep. However, it can be difficult to track the recipient’s actions after receiving the mail, so there’s little way to determine the results of that campaign.
A company’s website helps cement the brand’s online presence because it’s a fantastic place to showcase relevant content, but much effort must be poured into driving Web users to the site.
And of course, social media is a highly valuable arena for engaging potential customers. But whether you post your content on Facebook, Twitter, Instagram, Pinterest or Google Plus, there’s always the chance that it will be easily and immediately buried under all the other content being released in real time, and your message gets lost in the frenzy.
So what’s a better, more results-driven tool for conversion optimisation? That would be the popular and versatile email. It lets marketers deliver structured messages in the most strategic opportunities, right in their audience’s inbox, and works to build a strong relationship.
Five simple yet effective ways to strengthen your email marketing campaign - find out more Click To Tweet
Here are five simple yet effective ways to strengthen your email marketing campaign and help you achieve your business goals:
1. Build a relationship, not a reputation for spamming.
Sure, you could send people emails, but that doesn’t mean you can send out every piece of content you have to everyone without caring that it will be useful to some but not to others. You need to be insightful about the message you provide and know exactly who would benefit the most from receiving specific information. Tailoring your content to the people who will be most receptive to it is a must in communicating effectively with your audience.
2. Use your customer’s information to provide a better experience.
After getting email addresses, you can then obtain more of your customers’ data like their age and gender so you can send them more relevant content. It will also enable you to personalise your email — an added touch that many people appreciate.
3. Design the email such that it works to your advantage.
Your email must have a layout that encourages readers to get past the opening and the headline and onto the meat of your content, which contains your main message and a call to action that will gently push your readers into performing an action that will lead them to engage more with your business. It could be clicking a link to a sales page or your social media pages — something that will keep your connection going.
4. Track the email campaign’s performance.
Knowing how many people received, opened, and clicked the links on your email will let you know how the campaign is performing and what possible improvements you can make so that the next email will be even more effective. There are tools that let you see areas of your email that people click the most, which can tell you how to design your next email and what content is proving popular.
5. Make AB testing an essential component of your email campaign.
You may have a couple of ideas about your next email, and if you’re unsure about which version would be more engaging to your readers, you can perform AB split testing. This is when you pit two different email versions against each other — there’s a minor difference between the two — and see which one works better on target readers.
One email, for example, may have a different background image, or the call to action button may be placed in a different spot on the email or presented in a different colour. By knowing which version performs better on the split test, you can experience a higher level of success in your email marketing campaign than before.
Want to start sending your own email campaigns? Or need to improve your existing email communications? Give us a call on 01604 491 678 or email us at [email protected]
Written by Lorna Robinson
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