Three E-Mail Marketing Campaign Ideas You Need

3 E Mail Marketing Campaign Ideas Three E Mail Marketing Campaign Ideas You Need

 

Majority of Internet users have email addresses so it’s not surprising that email marketing campaign still remains one of the top digital marketing strategies available to businesses today. When running an online business, having an email marketing strategy is a necessity for establishing and continuing a relationship with customers and prospects.

To ignore developing “email marketing campaigns” as a lead generation strategy will result in missed opportunities to offer product releases, promotions and newsletters, for example to subscribers.

Email marketing campaigns are an extension of your social media marketing campaigns and convert into sales well. It should be a mainstay in your online marketing toolbox.

On the other hand, writing great content is often identified as a major obstacle to e-mail marketing. Coming up with great content keeps your email list subscribers opening your emails and responding in greater numbers. If your content isn’t up to par, subscriber boredom can set in and unsubscribe requests increase.

Creating great content can be challenging, but it doesn’t have to be daunting. Great content is a matter of having a well-thought-out strategy, the right perspective, a list of reliable sources, and attention to volume.

In this blog post I will help you to create valuable content by showing you 3 rules to follow. Use these rules and examples as a guide to create your own email content and your email marketing is likely to keep your subscribers engaged, your emails appreciated, and your sales in a state of healthy growth.

Rule 1: Work Off a Plan

Have you ever been in a relationship with someone who could not stop talking about himself or herself? You may tolerate self-centered chatter in short doses out of politeness, but over time it’s exhausting, and it usually drives people apart. If your email content is all about you, your subscribers are going to have the same reaction.

Now contrast that to a friend who pays attention to your interests, gives you valuable feedback and advice, and looks forward to hearing from you as much as you look forward to hearing from him or her. Each interaction with such a friend leaves you feeling energized and looking forward to the next interaction.

When you create your email content, it’s important to work off a plan so you make sure your email content has the characteristics that your customers want before you say what you need to say to reach your goals.

The most important email content characteristics are explained in the following sections. When you are sure that your plan addresses these characteristics, the content you create or draw from is more likely to have these characteristics too.

PAY ATTENTION TO CUSTOMER INTERESTS

Don’t assume you know what your customers want to hear about. It’s a great idea to formally ask your customers what they want to hear about through online surveys, polls, and link tracking, but you can also make some educated guesses based on what you notice about your prospects and customers.

The following are questions we use with our clients to help us gather our thoughts and create content when we don’t have formal feedback to rely on. Take out your iPad or Android tablet and answer the questions below. Think about how you might use them to create relevant content.

1. What are the top five questions that your customers ask?

2. What articles have you read recently that your customers might find interesting?

3. Who are the most interesting customers that you helped in the last six months?

4. What might make them interesting to other customers?

5. What problems do you foresee your customers encountering this year?

6. What can you do to solve these problems for them?

7. What information do your customers need to make better decisions about your products or services?

Another way to make sure your content is valuable to subscribers is to give them some influence over what topics you cover. Simply add a question-and-answer section to your email newsletters or email promotions, conduct an ongoing survey focused on content, or simply ask for reader feedback in every email. Giving your audience opportunities to be heard and even seen—such as highlighting their names and businesses along with their questions—makes their experience more personal and helps you to forge a deeper connection with them. You can also ask them for feedback on the products you offer so that you can decide which ones to promote.

GIVE VALUABLE FEEDBACK AND ADVICE

When your customers, clients, or members think of your business or organization, what words do you want to come to their minds? Are you knowledgeable? Available?  Professional?  Reliable? Email content is a reflection of your brand, and your brand has to be consistent. Your email content also has to have value apart from the value of your product or service offerings, because your email content has to keep people interested when they receive your email and aren’t ready to buy. That way, they’ll look forward to receiving every email, not just the ones they receive at the moment they are thinking about making a purchase.

A good starting place after you understand what your subscribers love about your current content is to figure out how you can help them in their daily lives. Email content that helps to solve a problem is always welcome. Even if you don’t think of yourself as an expert, your customers probably turn to you because of your expertise. Think about ways that you can share more of that expertise with them over time.

LOOK FORWARD TO HEARING FROM YOUR CUSTOMERS

In order to tell if your content is valuable to your audience, you have to listen as much as you speak. Don’t assume that your customers are interested in everything you send out. For example, not all consumers respond to discounts, coupons, and other types of financial savings. Some of your customers might want to stay up to date on the latest and most expensive products available instead. A lot of consumers care more about quality or making an informed decision than just saving money.

Part of your email content plan should involve keeping track of the responses you get from your email content so you can make changes to your marketing communications plan when your assumptions aren’t correct or when the interests in your audience change (such as during a recession). You can tell whether your content is effective because email is capable of so many responses, including:

a. Replies to your emails. Don’t just read them, keep track of them and watch for trends.

b. Clicks on links. If you get a lot of clicks on a particular topic, make a note so you can include that topic in future emails.

c. Unsubscribe requests. If you get a lot of unsubscribe requests, it could be a sign of content that isn’t working.

d. Forwards. When people forward your emails, they are telling you that your content was valuable enough to share.

e. Surveys and polls. If your feedback isn’t clear, send a survey and ask more questions.

Keep track of each and every response and all your feedback so you can continue to improve your content and in so doing gain more trust and loyalty.

Rule 2: It’s Not About You

Let’s face it. If you have done a good job of making a connection that resulted in your collecting a prospective customer’s email address, then that customer already knows what you have to offer. Email marketing provides your audience with the rationale for making you the one they turn to for it!

What is it about you and your business that makes you different? This is what you want to convey in your email messages.

You may feel that the About Me subjects are just fine and in fact they might result in a desired response. However, they are just good, not great!

Good subjects resonate with your recipients but have the effect of ending their distribution at the recipient (not getting forwarded). They also have the potential to reduce trust over time. For example, how many times were you bombarded by a big box retail store offering you an ever-increasing discount if you bought from it during its desperation to sell by year-end? It was ridiculous. I was getting daily emails with 20 percent, then 40 percent, then 70 percent off offers. Did this make me want to buy from these companies? No, in fact, I unsubscribed from their email lists.

Great subjects resonate with your recipients, engage them, educate them, make them want to do business with you, and have the added benefit of being shared with others. If you share great insights with your audience, they will reward you by sharing your ideas and your business with others. It’s human nature. We all want to look smart to our friends, so when we learn something we share it. Great email marketing is rewarded with increased trust over time.

Rule 3: Choose a Variety of Sources for Your Content

Now that you have a good foundation of a plan, the next sections uncover the tactics for finding and creating great content. I encourage you to take a manila folder and label it “content ideas.” Keep this folder on your desk, and when you come across a great idea for content, put it in the folder. It’s a lot easier to write great content when you have a folder full of ideas to turn to.

Here are 5 potential content marketing sources you have close at hand and some tips on how to approach them.

Be very patient with people when you seek out content in your organization. Don’t expect generating content to be a priority for them. Content is gold, so don’t be afraid to ask management to support your efforts by offering incentives for contributors (coupons, random draws or whatever works). With or without that support, always be enthusiastic, encouraging and never take any credit if you can give it away to someone else.

1. Product Specialists

Obviously no one knows the products you offer better than these folks. Ask what features they currently love, why they love them, how best to use them and what future plans they have (make sure you clear that kind of stuff before you share it).

2. Account Managers

These folks know the most asked presales and integration questions. They also likely have very good answers to share. Ask them what objections come up most and how they overcome them.

3. Customer Service

They hear it all – the good and the bad. I’m sure if you approach them right, they likely have some valuable information they’d like to get out there front and center. Help them be proactive by disseminating important information to customers.

4. Technical Support

Technical support people know the questions and the problems which come up most. They also know where to find the answers. Find out what those questions are and where customers can get the answers – tech support people are very good at knowing where to find answers.

5. Customers

Use online surveys, your blog, Facebook, Instagram, newsletter and Twitter to engage your customers and find out what they want to know about. Not just what they want to know about, but what they want to share. More importantly, listen and find out what they are talking about then add value to that conversation as a participant.

In general, when you approach others for this kind of information, keep it simple. Don’t ask for novels, ask for point form and links – you can do the ‘wordsmithing’ later. Make it easy and painless to contribute and you’ll get a lot more participation.

Strategy is one of the most important, and the most overlooked, elements of a successful e-mail marketing campaign. It’s possible to practice e-mail marketing for years without a formal strategy. But there comes a time when you need one to take your efforts to the next level.

Here are the 10 steps you need to take to develop an effective e-mail campaign strategy:

1. Identify qualitative goals.

2. Analyze the current situation.

3. Complete a competitive analysis.

4. Define the target audience.

5. Determine which types of e-mail meet your needs.

6. Develop a content strategy and a frequency and send schedule.

7. Design the e-mail template.

8. Create quantitative goals.

9. Compile budget and Return on Investment (ROI) projections.

10. Evaluate results and tweak the strategy accordingly.

What Type of Message Best Fits Your Email Marketing Campaign?

If people are signing up for your list after buying your product, your messages to them should be somewhat different than messages for people who are signing up from informational pages on your site. For informational subscribers, there is probably no better or more efficient strategy than to use email auto responders to build up slowly to the call to action. This way you can lovingly hand-craft a series of trust-building sales messages that gently woo the potential customer, and deliver them over a tested period of time. The best part is that you only have to write the email series once, and then once the subscriber buys you can use 1-2-All’s subscriber actions to have them automatically switched over to your ‘relationship management’ list for existing customers.

Timing Your Email Marketing Campaign

I mentioned sending out your email campaign along a tested timetable. This is a really important piece of the email marketing puzzle, and one which will be different for every demographic and every product niche.

Most people just choose an arbitrary frequency to send their newsletters out, and try to stick with that schedule. This can be a good tactic for promoting an air of stability for your company. If this is your campaign strategy, you’ll want to set up a calendar or timetable for yourself so that you’re not rushing to produce sub-par content at the last minute every week or month.

On the other hand, sometimes it can be wiser to consider the natural fluctuations of your market. If you are promoting a seasonal product, no one is going to be interested in reading about it until the season approaches. So if you send out a newsletter every month, people will already be used to ignoring you by the time the appointed season comes around. In this case you will probably actually make more sales by not sending anything out for months at a time.

Watch This Video Tutorial for Added Information or Download Free High Quality Digital Marketing eBooks in PDF not Torrent:

Easy Step Email Marketing: Best Practices for Using an Email Auto-responder

 

Be updated about the latest search engine optimization techniques at SEO News- All News in One Place. Check-out the latest and best-selling books on e-marketing.

Searches related to email marketing best practices

email marketing tips

email marketing design best practices

email blast best practices

email newsletter best practices

bulk email best practices

email marketing templates

email marketing best practices 2013

email marketing services

GD Star Rating
loading...
Be Sociable, Share!
  • more Three E Mail Marketing Campaign Ideas You Need

Additional Resources

Privacy Policy | Terms of Use | Disclaimer | Comments Policy | Disclosure

 

    © 2012 e-Marketing Mixology.

 

    e-Marketing Mixology is an internet marketing blog offering practical insights for online merchants, students, bloggers and other people who are interested on the subject matter. Our methodology to electronic marketing is integrated or holistic in approach. We cover the broad scopes on digital marketing which includes: Search engine optimization, Social media marketing, Email marketing, Referral marketing, Content marketing, Search engine marketing, Pay per click, Cost per impression, Search analytics, Web analytics, Display advertising, Contextual advertising, Behavioral targeting, Affiliate marketing, Cost per action, Revenue sharing and Mobile advertising.

 

    We distill ideas from the experts and from our professional experience, and make it applicable to your online business. We test and review digital marketing books, software, scripts and other related products and services. We expose the scams of self-proclaimed “internet marketing gurus” and their ways to make money on you. You can truly call us the “mixer of e-marketing ingredients”. We are your internet marketing consultant for hire.

 

    Our projects have page views coming from countries with English-speaking population which includes United States, United Kingdom, Canada, Australia, Ireland, South Africa, New Zealand, Philippines, Jamaica, Spain, Trinidad and Tobago, Singapore, Guyana, Liberia, Sierra Leone, Malaysia, Germany, Barbados, Bahamas, Zimbabwe, India, Hong Kong, Belize, Papua New Guinea, Saint Vincent and the Grenadines, Zambia, Grenada, Israel, Puerto Rico, Nigeria, Pakistan, Ghana, U.S. Virgin Islands, Japan, China, Switzerland, Antigua and Barbuda, Bermuda, Vanuatu, Guam, Saint Kitts and Nevis, Cayman Islands, Honduras, Saint Lucia, Gibraltar, British Virgin Islands, Namibia, Anguilla, Solomon Islands, Sri Lanka, Brunei, Aruba, Dominican Republic, Fiji, Saint Helena, Northern Mariana Islands, Federated States of Micronesia, Montserrat, British Indian Ocean Territory, Dominica, Seychelles, American Samoa, Mauritius, Falkland Islands, Ethiopia, Russia, Norfolk Island, Cook Islands, Samoa, Turks and Caicos Islands, Nauru, Palau, Guadeloupe, Saint Pierre and Miquelon, Niue, Pitcairn, Tokelau, East Timor and South Korea.

Visit Us On TwitterVisit Us On FacebookVisit Us On Google PlusCheck Our Feed