One of the most frequently overlooked forms of brand marketing is having an email campaign. Though it may seem outdated or like a one-way ticket to someone’s junk folder, there are ways to actually make email marketing an efficient form of outreach for your brand. It can definitely still be effective in today’s marketing climate; here are 4 of our tips to make email marketing work for you.
1. Show your audience “what’s in it for them.”
If you’re just starting your campaign or updating an existing one, make sure you’re bringing attention to the efforts you’re making. You don’t want to put in a lot of work that’ll go unnoticed! Advertise your email marketing campaign on your brand’s social media profiles. Be sure to grab your audience’s attention, but keep the focus on getting them to sign up for emails; make sure you’re avoiding distractions wherever possible.
In fact, having a dedicated page outlining the benefits of receiving your emails is a great plan. Not only will this be a landing page for interested people, but it will also be an excellent link to include on your lead ads. In any case, ensure that your audience knows that there’s plenty of benefits to receiving your brand’s emails. People will be much more likely to sign up, and they’ll be grateful to you for teaching them new things!
2. Have a beautiful template – across all devices.
Your layout can truly make or break your email marketing campaign. Many people have emails that look seamless and beautiful on a desktop or laptop, but for people viewing those emails on their phones, the content is wonky and misplaced. Not only is it frustrating to try to read a discombobulated email, it also looks unprofessional. To avoid this, do plenty of template tests before sending out your emails to make sure everything is working as it should.
Once you’ve found a template that looks wonderful and is also optimized for mobile viewing, stick with is as much as possible. Consistency is key in most areas of marketing. By keeping your emails uniform, you’re giving your audience a positive image of your brand and building trust. Trust is one of the most important things you can have between yourself and your clients, so don’t sacrifice it.
3. Measure your KPIs for your email marketing campaign.
If you’re unfamiliar with KPIs, the anagram stands for “key performance indicators.” There are many, many, MANY different examples of KPIs, but for your emails, one of the most important categories to track is the actions your audience is taking after opening your emails. Are they just opening them and moving on, or are they visiting your website for more? When you find out the habits of your current audience, you can tweak your email marketing campaign to get the results you want. If people aren’t clicking on your page from the email, target the email so that they will. You hold the power to influence your audience, and KPIs can help give you a nudge in the right direction to do so.
4. Avoid the spam folder by providing true value.
The last place you want your email to be found is the spam folder! Although you can’t control the actions of your audience, it’s easy to make sure your emails are genuinely providing value for the people reading them. Within your industry, there are probably many things that current and potential clients should be aware of. Emails are a great way to make them aware of such things; keep your content very high-quality, and your audience will love opening and reading your emails.
Are you still feeling a bit lost in the world of social media and marketing? No worries – you’re in the right place. Reach out to us here at Blackwood Creative. We’re the experts in marketing, and we’d love to help grow your brand and increase your reach.