Marketing is always changing and evolving, but one thing remains constant and that’s the power of email marketing. It’s one of the most effective ways for brands to build ongoing relationships with customers, and most companies report a much higher return on investment from email marketing than from social media or other forms of content marketing. So, what does it take to create a successful email marketing campaign?
Make it Easy to Sign Up
Email marketing starts with compiling a list of prospects who are most likely to engage with your content and what you have to offer. To encourage people to sign up for your list, it’s important to encourage email signups and make it an easy process. The best approach to a signup box is simplistic, a form that only requires the prospect’s name and email address.
A signup form should be easy to find on your website and anywhere else you have an online presence. Prospects who aren’t in a hurry to sign up may want to know more, such as how often they’ll hear from you if they sign up and what type of content your emails contain.
Planning Ahead
It’s important to gather email addresses, but you also have to know how you’re hoping to use your list to grow your business. What are you hoping to accomplish with your email list? What action do you want your reader to take when they get an email from you? You need to compel people to open your emails and to click through to take the action you want them to take. The subject line has only a second or two to capture their attention and get them to open the email.
People are typically motivated by what’s in it for them rather than by a hard sell. They’re more likely to be interested in something that benefits them such as alerting them to potential savings or helping them solve a problem with your product. Include a call to action with a sense of urgency such as “Hurry! Offer ends soon!”
Analyzing Results
Success in email marketing depends on analyzing what works and what doesn’t. Look at your open rate and your click-through rate. What types of messages are reaching people? How does the time of day you send emails affect your open rate? When you have a better idea of what entices people to open your emails, you can then work on turning opens into clicks and conversions. Segment your audience based on whether they’re an established customer or a new customer, or on demographics, location, and personal preferences.
Growing Your Online Presence
Email marketing is a great tool for growing your audience and your online presence. If you’re not getting the results you want, it’s time to reach out to digital marketing experts. Your goal is to attract, engage and convert, and Softline Solutions can help you accomplish just that. We have helped hundreds of companies succeed online and we are ready to help you, too. Get in touch with Softline Solutions today.
