When used correctly, effective email marketing is one of the cheapest marketing tools that you can use to communicate directly with your prospective, existing and past customers. An email marketing campaign attracts new customers, keeps and builds relationships with existing ones and up-sells or cross-sells your products and services. Here are 10 steps to creating an effective email marketing campaign.
1. Test Your Subject Lines.
Your subject line is like a headline of an advertisement. if it does not attract the attention and interest of the reader, it will be ignored.
2. Make Your Content Easy To Read.
Many people set their in boxes to show the first few words or lines of an email to see if it is worth reading. The first few lines have to be as engaging and relevant as possible. Avoid long paragraphs and only use fonts that are easy to read at reasonable size.
3. Don’t Keep Sending The Same Message.
Your prospective customers will buy when they are ready to buy, not when you are ready to sell. If they always gets the same information and that information is always trying to sell them something, they will start to ignore your messages. Keep in contact with news and stories with relevant information.
4. Take Action.
What is the purpose of your email marketing campaign? Make it clear what you want action you want your readers to take. Use text that has a compelling reason to click on the link and try to avoid just saying ‘click here’.
5. Provide Value.
People buy from people, organizations and brands they like and respect. If your only goal is just to just sell stuff and make money, you will not build any relationship with your list and lots of people will unsubscribe from your list.
6. Know Your Customers.
Know the fears, needs, desires or wants that your clients or prospects have and let them know how your product or service meets or solves it for them. Remember that no product or service can be all things to all people. If you don’t know what your readers want, ask them!
7. Test Before You Send.
Do not send your email marketing campaign without making sure that it is working. Send the email to yourself to check that it looks and reads as you intended, all your links work, and any personalisation is working correctly.
8. Allow People To Unsubscribe.
Remember that people have given you their email address and their permission to send emails to them. If somebody decides that they do not want to receive emails anymore, let them unsubscribe easily. If a recipient has lost interest in receiving your emails, it is very unlikely that they will ever become a customer.
9. Remain Consistent.
There is no right or wrong answer on how many emails you should send each week or month. Have a plan of how often you will send your emails, stick to it and avoid irregular schedules. If you email twice a week and then start emailing twice a day, then revert to once a week, your recipients may well become fed-up and unsubscribe.
10. Get An Autoresponder.
Autoresponder software can handle many more emails than you could ever process manually and allows you to stay in contact with your customers and prospects 24 hours a day, 7 days a week. It will automatically follow-up prospects with a series of pre-written email messages at pre-set time intervals.