You need an email marketing strategy. You really do.
Email is used by 3 billion people. If you’re doing business in the developed world, your customers are actively using email. Some other stats to consider:
- According to Constant Contact, for every $1 you spend on email marketing, you can expect an average return of $38.
- According to Forrester, people are twice as likely to sign up for your email list as they are to interact with you on Facebook.
- Email has a higher conversion rate than social media and search COMBINED.
Like your other marketing efforts, email needs to be approached strategically. With a plan that outlines goals and activities, you will be more successful. Plus, when you define what you want to achieve, it becomes much easier to make course corrections to keep you on track for success.
As you develop your email marketing strategy, address these 9 tips:
- Set goals: Define what you want to accomplish with email outreach. Be specific – what will success look like?
- Have a calendar: Create a calendar for your messages. Define what messages will be sent and when. A calendar ensures that you cover all your topics. It also helps you to be consistent, a trait that helps recipients get comfortable with your messages.
- Personalize: Use personalization options in your email marketing tool of choice to make sure your messages speak directly to each recipient.
- Think small screen: Most emails get read on the small screen of a smart phone. Make sure your design looks great and your content does not overwhelm.
- Segment your subscribers: All subscribers are not the same. Send messages that reward active subscribers with perks and others that engage inactive subscribers. See Tip 2 – make sure your messages address recipient needs.
- Allow recipients to respond to a real person: No one wants to communicate with a generic info@ mailbox. Messages should be clearly from a person. Responses should go to that person.
- Call to action in every message: I get your email and I open it. What do you want from me? Make the desired action clear. Stick to a single, explicit call to action for the best results.
- Analyze your data: Pay attention to your message data over time. Look for trends. What does the data tell you about the topics, timing, etc that resonate best for your recipients?
- Adjust: As you follow these steps, look for insights that help you to refine your efforts. Never hesitate to make adjustments. That great idea that didn’t get any opens isn’t as great as you thought. Let it go and spend your time finding a better message that does work.