While email may seem like a more traditional type of marketing compared with the hype of social media and other tools, email marketing is still alive and well in 2016. Marketing directly to interested customers through email newsletters can prove to be a valuable resource that can keep them connected to you and allow you to share the information you want them to hear. When you have a plan in mind as well as rich and interesting content you can gain a lot from your email marketing strategy. Setting up a newsletter template with a theme and varying content on a predictable schedule can be an effective way to reach people on a regular basis.
Content and Mobile Use
One of the important things to keep in mind when working on your email marketing campaign is to personalize the messages you send out based on your customer’s demographics and buying habits so that you are communicating directly to them. Think about your target market and how to overcome any obstacles that prevent them from buying. You should collect as much information as you can through helpful tracking tools and customer surveys so that you understand all of your customers’ needs and cater to them appropriately. Another important strategy when it comes to email marketing is optimizing your newsletters for mobile use. Most customers take their shopping experience with them on the go so your emails must use a simple layout that translates well onto a smart phone. An email that is too complicated will not load well and you risk people unsubscribing due to technical issues.
Choosing Topics and Tracking Results
When you are sending out marketing newsletters it is crucial to think about content and creating quality information that is useful to readers. Emails that are too “salesy” are likely to be ignored but educational topics that are full of helpful tips are something that customers are more inclined to take the time to read. Topics for email newsletters should be closely related to your products or services but also provide information that is universal. Content that addresses the concerns which most affect your customers will be more appreciated than an email simply asking them to buy something.
The final strategy that can help improve your email marketing campaign is using tracking techniques so that you know what works and what doesn’t. Determining the level of reader engagement through your email newsletters can help you gauge how to alter or tailor your emails to better suit your audience. Tracking to find out if customers are opening your emails, clicking on links, sharing, responding or even unsubscribing can give you a better idea of how effective your current campaign may be. Making adjustments and tracking their effects can be a great way to fine-tune your newsletters so that they are getting the results that you want for your company.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.