Email marketing can be a bit overwhelming to some clients, which is where I come in. After years of experience curating and finessing campaigns for a variety of brands, I’ve learnt that it doesn’t always have to be a headache. A few pointers in the right direction should get you off to a fine start.
Choosing your platform
There are quite a few email marketing platforms out there nowadays and arguably one of the most popular and most accessible is MailChimp. For up to 2,000 subscribers, you can have a free account and send one email to your list each day (though I wouldn’t send campaigns this often if I were you!). The user interface is very friendly with its drag-and-drop mechanism and it’s easy to select a free template which will do a great job of communicating your message to your subscribers.
For more intuitive platforms that “talk” to your website database, you’ll need a paid-for service like one I recommend, Dotmailer. Systems like these offer greater segmentation opportunities and optional add-ons like customer lifetime value and customer journey mapping.
Data and personalisation
Good data enables you to personalise campaigns and react to customers’ online behaviour. After all, you want them to part with their hard-earned after reading through the campaign, so talk to your customers like the humans they are.
Storing clean and usable data is key to creating a strong email marketing strategy, so you need to make an effort to get information from your customer as soon as possible. For example their date of birth so that you can treat them with a discount on your products once a year. Perhaps you need to know a bit more about their hobbies and interests so that you can suggest products and services they can take advantage of. At the very least I’d recommend requesting their first and last names so that you can personalise the subject line and any body text within the email. More on that later.
Triggers and automation
Once you have a vault full of great data, you can really go to town on your email campaigns. Maybe start with a triggered email to go out on the customer’s birthday every year. This will not only surprise them but also build loyalty to your brand. If your email marketing software has access to purchase data, try sending post-purchase emails to see how they customer is getting on with your product or prompt them for a review.
Content really is queen
There is absolutely no point in emailing your customers unless you have something good to show or tell them. Don’t be the brand that spams everyone’s inbox with nonsense. Carefully think through what it is you’re promoting and why the customer needs to see it. It will help to have a content calendar for this part so that you can think ahead and produce any new assets (graphics, photoshoots etc.). Think creatively and aim to stand out.
You might get this far and wonder why I haven’t mentioned this any sooner, but sometimes you don’t know your subject line until you’ve finished curating the content for your email campaign. A lot of the time, the words you use for the subject line will dictate whether someone opens the email at all so don’t discount this as something that takes mere seconds to do.
Give it thought and avoid signature spammy headlines with lots of emoji and exclamation points. Consider your own behaviour when it comes to email marketing and learn from others’ mistakes.
Want to get a bit more involved with email marketing? Get in touch!