Everyone is talking about e-mail marketing these days. It’s inexpensive and drives conversions. Plus, it’s customizable, increases ROI, and is easily integrated with social media for maximum impact. For some, that’s all they do is talk about e-mail marketing though. That’s because they don’t know where to begin. Let me walk you through the necessary steps.
- Know Your Audience. Know who they are, what you want to say to them, and how you want to communicate your message. If you already have subscribers, do a little digging to see how they got to you so you can identify good sources right off the bat.
- Choose Your Content Carefully. Different e-mail campaigns will have different content, but each will hold true to your brand and must always include useful information presented in a professional but interesting way in the shortest number of words possible. If the content isn’t grabbing you, it will be even less effective for your audience. Really think about your audience and what it is that will speak to them. And, you don’t always have to recreate the wheel. Use content you already have that you know has been successful. Use content like blogs, articles, tweets, white papers, etc. If you can include a special offer or sneak peek (anything special and unique to them), so much the better.
- Determine Your Communication Frequency Goals. With your content and audience in mind, determine how frequently you want to reach out to your audience. There’s no magic number here except the one that works for you. You want to contact frequently enough so that you stay in top-of-mind awareness but not so frequently that your e-mails become a nuisance. Remember: content is king. So, if you don’t have something to say, don’t e-mail.
- Make A Schedule. This works nicely because it gives you a goal to work towards. Also, it helps you plan your message and timing around tradeshow events, new product launches, etc., and keeps everyone on the same page.
Creating the right marketing mix to make your business stand out against the competition can be tricky. And, for certain, it’s an ongoing task if you want to have a chance at staying on top. So, how do you best promote your brand and communicate your unique selling points?
4-Steps To Stand-Out Brands
- Think about your product or service and the need it meets. Create a very specific definition of what it is you do.
- Establish a price point that is competitive while generating lucrative profit margins. Do your research and crunch the numbers.
- Get the information out there. Promote your brand in every way possible – advertising, public relations, social media marketing, e-mail marketing, search engine marketing, video marketing, white papers, etc. Whichever vehicle you choose, make sure you are always supporting your brand for maximum ROI.
- Consider your buyer. What is he or she like and where will they likely find your product or service? How do you want to reach them? This one will have a few different answers if you’re doing it right. And, for each platform you use, think about how your message will need to be customized to best speak to your consumer on each particular platform. This is not a one message fits all scenario. But, each message must support your brand.
I am always on the lookout for marketing statistics and eager to see what they have to say. This one is interesting because it really illustrates the shift in marketing from traditional media approaches like ads and direct mail to the “new” e-mail and social media platforms. Let me know your thoughts.
E-mail campaigns are very effective for little money. They do, however, require a significant investment of time. Here are some tips I recommend to help save you time while still developing an effective campaign.
1. Keep your content in a database libaray so you can access it easily.
2. Review what has worked, and what has not worked.
3. Rework past content that has succeeded in the past. Rename it.
4. Turn bullet point content into paragraphs, paragraphs into bullets.
5. Insert video into past content.
6. Co-author to help save time.
7. Ask permission to present relevant content that you have read and like.
8. Invite guests to blog.