Social media might the major player in the digital marketing world nowadays but businesses should be wary of forgetting about the importance of email marketing.
A tightly constructed customer email list, created with a clear purpose in mind, can be vital as part of your digital marketing mix and the next step is using that list in a way that works for your business.
Below, you’ll find a few key touch points to consider when creating your next email campaign.
Keep It Simple
At its core marketing is a simple process. You, as a business, have a message you want to tell people. That’s it.
After that, it’s about choosing the right channel, conveying your message in the right way and cutting through all the noise.
Email marketing is simple an extension of the above and keeping it simple and straightforward will pay dividends.
Don’t bombard your mailing list with too many messages in one campaign. Pick one or two key messages; focus on them and save your other messages for the next campaign.
Give Your Audience What They Want
Recently when studying Mailchimp insights, when working with a client, we noticed after the first campaign, that the majority of their current mailing list came from countries like the United States, Australia, Canada and New Zealand.
As a result we tailored our next campaign to relate more with this international audience.
We asked ourselves “what do they specifically want to hear?”
The results were positive. We boosted open rates by 2.5% to achieve 30% overall and almost doubled click-through rates from 2.7% to 4.3%.
This is tangible proof that planning ahead and focusing on the customer works and we hope to see further growth with the next campaign!
Test Test Test
If you take anything from this blog, please, don’t repeat the same things in email marketing over and over and over…
Use each new campaign to experiment with different actions and tactics. Test different subject lines, campaign messages and text and imagery.
If possible, test everything!
After 5 or 6 campaigns of active testing you will start to see trends on what works and what doesn’t. This will strengthen your email marketing moving forward and your business will benefit as a result.