The biggest bang for your buck
Email marketing still has a much higher return on your marketing dollars than any other social media platform.
The first thing you’ll need is an email list. I don’t know anyone who doesn’t groan when they talk about their customer database, but it doesn’t have to be an onerous task and, in fact, you can start quite simply with common tools.
The keys to a magnificently simple email strategy are:
1. Keep it simple.
Set up your database in the tool you are going to use for reaching your audience.
2. Segment your database from the very beginning.
Focus on your marketing goals rather than gathering a big bucket of names that mean nothing.
3. Design your email workflows.
This sounds complex but it is simple logic. For example, the first email is sent out when your customer signs up, then future emails will come out every three weeks…
4. Be respectful.
When a person subscribes, they don’t just want to receive emails from you. They want to be in a relationship with you. Email is personal and people guard their account information more than ever before, so you are in a trusted position. You wouldn’t go into someone’s house and kick down the door and start shouting at them, yet that’s what many marketing emails do.
5. Email every 3-4 weeks.
Once you are invited in, don’t overstay your welcome. Be clear about what you are offering and when you are going to speak to them from the beginning.
Always try to personalise your email. Gather first names when people sign up and use those names each and every time you get in touch (programs have tools that will insert names for you automatically).
6. Don’t be afraid to break up with people who have disengaged.
Keeping your database clean is very important. There is no point in having a massive database if a lot of people never open your emails. Statistics show people actually don’t want you to break up with them so sending a break-up email can actually serve to re-engage some of your list.
7. Align your on- and off-line interactions if relevant.
Look at times your list may be interacting physically with your brand (for example, at an event) and send emails relating to those visits.
8. Use automation to do the heavy lifting.
There are tools for everything. Learn how to automate your email flows and save your sanity.
9. Review your email stats often.
Do more of what’s working and less of what’s not. Simple!