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. Experiment With Your Subject Line.
A successful email campaign starts with your subject line. It’s like a headline of an advertisement and it does not attract the attention and interest of the reader, it will be ignored.
2. Write Your Content So That It Is Easy To Read.
The first few lines of your text have to be as interesting and relevant as possible. Many people set their in boxes to show the first few words or lines of an email to see if it is worth reading. If it’s not, they will delete it and your message could be gone forever.
3. Don’t Keep Sending The Same Message.
If your recipient always gets the same message and that message is always trying to sell them something, they will start to ignore your messages. Your potential customers will buy when they are ready to buy, not when you are ready to sell. Keep in contact with news and stories with relevant information.
4. Have A Call To Action
Make it obvious 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’. Always remember the objective of your email marketing campaign.
5. Provide Value.
People buy from people, companies and brands they like and respect. If your only aim is just to just sell stuff and make money, you will not build any relationship with your list and your unsubscribe rate will be very high.
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 personalization is working correctly.
8. Let People Unsubscribe If They Want To.
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 manage many more emails than you could ever process yourself and makes it possible for you to stay in contact with your customers and prospects around the clock. It will follow-up prospects on auto-pilot with a series of pre-written email messages at pre-set times.
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