Email Marketing

Let’s look at the modern methods of email marketing

December 14, 2017

Email lists are a fantastic way of engaging your audience and developing leads for your business. Gone are the days when you’d need to sit with a table full of paper and envelopes in order to keep your customers up to date on your latest news and offers. By combining the ease of use of emails with services such as MailChimp, you can now capture customers’ email addresses, and deliver a steady stream of content for them to enjoy, directly to their inboxes.

One of the biggest advantages email marketing offers, besides being able to do it whilst enjoying a coffee in the comfort of your own home, is that it’s an extremely targeted form of marketing. The moment you begin collecting email addresses, you’re immediately developing a collection of warm leads; after all, if they weren’t interested, they wouldn’t sign up for your newsletter!

The first step when planning your email newsletter campaign is to decide how you’ll capture email addresses. You can achieve this online or offline. Usually, the most effective way is to have a non-intrusive space on your website which promotes your newsletter and allows your customers to simply input their details. Services such as MailChimp offer a freemium app which can be swiftly integrated with your existing website.

The second part will be to create a content strategy. What type of content will you send and how often will you send it? Nobody likes having their inbox inundated with mail from companies, so you may decide to deliver a newsletter each week, fortnight or month. It’s also important to remember that a lot of your customers will be reading the newsletter from their phone or tablet, so it doesn’t want to be overly long. I’d recommend writing between 200 and 400 words, although this isn’t a strict guideline. What type of content you create will ultimately come down to what your customers want to read.

Getting an email address from a customer doesn’t mean you’ve been given a green light to flood them with adverts and offers. Doing this will be the quickest way to turn off your customers and have them unsubscribing from your newsletter. Your goal is to create wholesome, quality content which your subscriber list looks forward to reading each week or month.

80-90% of the content of each newsletter should not be related to promoting any offers or deals, or trying to land any sales directly. Your goal is to give readers engaging content that ensures they keep opening their emails, rather than ignoring them or sending them to a junk folder.

Having said that, the remaining 10% or so of your newsletter can be dedicated to promoting your latest offers and product launches. You’re in the business of making money, and even if just a small percentage of the readership of each of your newsletters results in a sale, then you should be onto a winner. Best of luck!