How to Create a Successful Email Marketing Strategy

You start your day getting up, showering, brushing your teeth, grabbing a cup of coffee on the run and finally making it to the office. What’s the first thing you do? Check your email. We all do it. In fact, the average office worker receives 120 emails every day! With so much to sift through, a lot of emails can get lost in the shuffle. Create a successful email marketing strategy to keep your company top-of-mind and to engage with both current and prospective customers.

Create Segmented Email Lists

Have you been sending every email to every person who’s ever subscribed to your emails? Yikes! It’s time for that to change. To continue to build your email lists you can solicit subscriptions on your website and social sites. But, instead of simply having an individual provide their name and email address, create a more robust form. After they provide the basics, ask additional questions to get to know the customer. How often do they want to receive emails from you? What are they interested in hearing about from your business? What do their buying habits look like? Questions like this will allow for you to create separate email lists and speak directly to their interests when crafting your emails, increasing your chances of conversion.

Establish Your End Goal

Before you begin writing your email, start by figuring out what it is that you want your audience to do. Are you looking to increase traffic to your website? Attend an event? Write a review? Then, what does a successful campaign look like for that specific objective? Not only will this strategy help you to write your send, but it will also prove to be beneficial when it comes the measuring its success and showing real, measurable ROI.

Content Creation

Once you’ve established a goal for your email, writing will be a breeze! Make sure the content provides your audience with enough information to pique their interest, but short enough to where they aren’t reading paragraphs. Call-to-action buttons (Learn More, Contact Us, RSVP, Book An Appointment, etc.) are particularly helpful in inciting action from your audience while increasing the chances of a click-through to a website or other landing page. Make the content as personal as possible. Sprinkle in verbiage that makes your audience feel like you’re just talking to them, as opposed to the hundreds of people on your list.

Mind Your Design

When writing your email, incorporate as much of your brand as possible – i.e. logos, color schemes, fonts, etc. so that it’s an accurate representation of your brand standards and so that your audience can identify that the email is from you and isn’t spam. Before you go ahead and schedule your email or press “send,” send a preview to yourself and view it on a mobile device, desktop and tablet to catch any formatting issues proactively rather than retroactively.

Consistency is Key

Remember when we were creating segmented email lists and asked our audience how often they’d like to hear from us? Well, it’s time to make good on those requests. Some people may want to hear from you once every week, while others may opt for less frequent communication. Or, if you can’t commit to sending more than a couple emails every month, tell them! It’s important to set a clear expectation up front and then follow through.

Analyze

Email isn’t something you can “set and forget.” Every month, sit down and look at how each individual email performed. What were your open, delivery, and click-through rates? Does certain content receive more engagement than others? What kind of devices is your audience using to open and view your emails on? Do certain times of the (AM/PM) day have an effect on email performance? After each send, take a look at your email’s data and draw some conclusions in order to determine the most valuable content for your consumers and your business.

Want more? Let’s talk! TAG’s Digital Media Team can help you in all areas of Email Marketing – from design and email list creation to copy, and beyond!

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Video might be the secret digital marketing ingredient you haven’t added yet

Online Video

A solid digital marketing recipe takes more than just sugar and spice. Video is the zest of the social media world. If it’s not in your strategy, its absence is definitely noticeable at a time when a good branded video experience can make 39 percent of viewers more likely to research your brand or product further and 19 percent more likely to share other content from your brand.

So, here are some video-sharing platforms to consider integrating into your digital marketing strategy—and fast.

YouTube

YouTube ranks as the world’s second largest social network and second largest search engine, meaning posting video to YouTube puts you in a good place to be found by potential customers. And, YouTube is getting into the e-commerce referral game with interactive features allowing viewers to buy products and services directly from the video platform.

Facebook

Video will rule Facebook in 2015. In the last year alone, video uploads have increased by 94 percent with Americans watching at least one video on the social network each day. Users will see four times more video in their Newsfeed in 2015—will your video be one of them?

Twitter

Twitter is introducing Promoted Video in 2015. Video ads will autoplay for six seconds, and Twitter’s beta test found that these native videos generate better engagement and more views than before. In addition to better user experience, these promoted videos also offer a Cost Per View ad buying model—meaning marketers only pay when a user clicks to play the video.

Instagram

200-million users strong, Instagram generates high engagement rates with 15 times more engagement than Facebook and 40 times more engagement than Twitter. And, this Facebook-owned platform now offers 15-second autoplay video advertising spots, though targeting ability is not as advanced as other channels. If brands can tailor their content to Instagram’s aesthetics, they can really bring in the engagement from this platform’s new sponsored videos.

Snapchat

Snapchat is growing as a marketing tool, allowing businesses to share messaging while being casual and relatable to their audience. Snapchat is perfect for showcasing your personality, and it’s also a good choice for teasing products, promoting sales and even hosting contests.

 

While there are many other video-hosting platforms available, these are the major players for 2015, and it will pay off BIG TIME to get them into your digital marketing strategy. From social media platforms to email campaigns to websites, video is perfect for showing off your brand and sharing your messaging in an engaging, meaningful way that drives traffic and conversion across channels.

For help creating an integrated digital marketing strategy that makes the most of video, get in touch with the team at TAG!