Email campaigns that have been planned and implemented well can drive your engagement up and increase sales or leads.
Equally ones that have been sent out without any real thought can destroy your customer’s perception of your company.
So it’s important to spend some time and put some thought into your email campaigns before you click the send button.
Customers journey
Think about where your customers are at in their journey with your company.
If they’ve signed up to a newsletter but haven’t yet bought from you, they‘ll need a different message to someone who is familiar with your product or service.
Add value
Emails that contain something of value will build trust between your company and your customer.
It could be a tip on how to reduce their tax bill if you’re an accountant or a 5 minute workout plan if you’re a personal trainer.
And don’t ask for anything in return. People are wise to sales tactics these days and appreciate advice with no strings attached.
Targeted messaging
Beware of generic email bombing. This doesn’t work and in fact will put people off and could also result you being recognised as spam. Customers nowadays expect a certain level of personalised information.
You can split your list up and target certain demographics with targeted messages.
For instance, if you sell men’s and women’s clothing by sending all the men on your list an email about the latest men’s products will make much more sense than sending it to women aswell.
You could go even further than this and target different age groups. Get to know your customers and their buying habits and tailor your messages accordingly.
Brand awareness
If you have someone’s email address then it means they showed a level of interest in your company. Increase their interest by staying in their minds.
Regular and considered emails give you a great opportunity to create a connection to your subscribers.
But beware of overdoing it. No-one will appreciate you sending millions of emails to them that are of little value – in fact it’s a good way to be deleted.
Re-target your customers
Re-targeting is when you follow up your original message with several targeted messages depending on the action the recipient took in the first email.
For instance people that have clicked a link but not bought your product may still be in the deciding stage and need a little bit more information to help them make a final decision.
And if someone has added your product to their basket but not bought perhaps it’s worth sending them an email with something to persuade them to make that final step – maybe a voucher or some additional deal-breaking information.
High ROI vs low spend
Emails can earn you a decent return for your investment. It’s relatively cheap to send an email campaign and a well thought out one can increase your profit margin considerably.
Summary
Remember to be authentic and stay true to your brand. It’s important to focus on content quality to attract leads and split your list up to create targeted messages. The more thought you put in and the more you understand your customers then the higher the rewards will be.
Feeling a bit confused? Need some help putting together an email campaign? Let us help you. Contact us: hello@design-ology.co.uk
