Email used to be simple. Like writing a letter, only on the computer. Just type up your message, enter the recipient’s email address, and boom, it pops up in an inbox somewhere out there.
Now, email is a complex beast. Gone are the days of simple, person-to-person text-based exchanges of communication. Email now has embedded images and colors and graphics and links. And it’s not just the look of email that has changed, what we use it for and what we expect from it has changed as well. We carry our entire inbox in our pocket. We use email as our to-do list. We wonder how the heck we ended up subscribing to so many dang newsletters.
Clearly, if you are tasked with creating an email marketing campaign, your job has gotten that much more complicated as well.
But that doesn’t mean email marketing isn’t a worthwhile endeavor! According to recent studies, email marketing has a ROI of 3800%. For every $1 spent, email marketing generates $38 in ROI.
And engagement with emails is way higher than that of social media. Email is 40 times more effective at acquire new customers than Facebook or Twitter, and people are 6 times more likely to click-through from an email campaign than they are from a tweet.
So, with a little patience and some careful strategizing, you can put together an email campaign with potentially huge returns.
First, you need help. Don’t expect to be able to manage an email marketing campaign all on your own with just a list of email addresses and a dream. Attempting to put something like this together without CRM software would be a gigantic waste of time and a tremendous headache, plus you’d be doing yourself an incredible disservice since services like Constant Contact or our favorite, Mail Chimp (integrates with Squarespace, just sayin’), give you all the tools and templates to manage lists, content, and create great looking email newsletters.
Once you’ve settled on your email marketing software, it’s time to put your list together. Even if you only have a handful of addresses, that’s okay. You have to start somewhere. And hopefully, your other inbound marketing efforts will help you grow your subscriber list. Most CRMs have tools you can integrate into your website so that people can subscribe to your newsletter on their own, directly from your homepage.
If you already have a substantial list, great! Make sure when you input the addresses into your email campaign software’s database you take advantage of the organizational capabilities. As you grow, keep in mind that not every email campaign is necessarily going to be right to go out to every customer or subscriber. This is where subscriber lists come into play. Don't bore the wrong segment of your subscribers with information that is not relevant to them.
After getting all set up with your CRM and your campaign list, it’s super easy to send out newsletters. In fact, it might be a little too easy. Bear in mind, that subscriber list you’re building is both valuable and precious. The fact that people have signed up for your newsletter or marketing campaigns is not to be taken lightly. The last thing you want to do is inundate or annoy people, as they will be quick to hit that “unsubscribe” button. Generally speaking, two emails per month is pretty safe.
So what are you going to put in these emails? Whatever you decide on, make sure you make it good. The key to successful email marketing is sending out really good, high quality content. The more valuable the content is that you are sending out, the more likely you are to hold on to your subscribers, have click-throughs and conversions, and even attract new subscribers.
Really explore the templates available to find a look and feel that is right for your campaign. Most CRMs give you a lot of options for customization so you can have freedom over the layout of your content. If you can afford it, you may even want to consider, hiring a designer to cultivate a unique look for your brand. Whatever the look, make sure to include plenty of calls-to-action to encourage your subscribers to click through.
Why Oh Why?
Before you start any email marketing campaign, make sure you have clear goals. That way you’ll be able to monitor the results after sending the campaign out there into the world. Tracking the right metrics is going to be key to judging the success of any email marketing campaign. Noting similarities in interest or disinterest from comparing several sets of stats can give you some insight into what your readership is interested. You can then take this information and use it when creating future content.
Need help with a persona-targeted, SEO-driven and engaging content marketing strategy? Contact the team at 10twelve today!