Based on 2018 data from SmartInsights.com, email is the most effective marketing channel but to capitalize on this opportunity you must take the time to develop a proper strategy.
A successful email campaign is one that inspires your readers to take action. Knowing your goals and understanding your audience are the first steps to make that happen.
The Email List
I have heard it been said many times, “The money is in the list” and there is truth to this statement. If you have built and nurtured an e-mail with valuable customer-centric content when it comes time to promote an offer you are more like to have success.
Building this list is a process. It begins with your audience and knowing their pain points and what content they will deem as valuable. Providing valuable content is at the heart of your website’s purpose but this particular type of content is more specific and provides more value. It may be a newsletter or training. It may be a series of videos or a PDF checklist. The possibilities for the content are endless, the important thing is that the material is relevant enough to inspire a use to opt-in with their name and email address and by doing so agree to receive your content as well as future emails.
From here it is your responsibility to hold up your end of the bargain and deliver the content, but this is where the opportunity begins.
Plan to add value with each of your emails before ever pitching the next big thing. Knowing how you are adding value helps the copywriting process and builds trust with the members of your community.
Analytics are equally important to email marketing. Testing subject lines, content and offers help fine tune your efforts and changes in click through rates will indicate success.
From there you can refine your list and segment it providing different content to different members based on their engagement. This allows you to present different offers based on the member’s position in your funnel and marketing process.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”