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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Humanizing your Digital Strategy

Screen-Shot-2013-07-24-at-3.25.44-PMWe tend to trust our friends more than a business or a brand. So when your friend tells you something about a brand, you’re more likely to believe what they’re telling you rather than when a brand makes a claim. So how do you make your brand more trustworthy? How do we humanize our digital strategies?

Talk like a Person!
Shift your thinking and adjust your messaging to be more relationship focused rather than “salesy”.  Talking to your followers in a way that is not a sales pitch or corporate jargon is much more interesting to them, and they’re more likely to engage with you.

Usabilla reports that 79 percent of digital marketers will increase their content marketing budget in 2016, and 60 percent of marketers see the biggest challenge as producing engaging content. If you’re simply a mobile sales pitch, you’re going to annoy your followers and end up losing customers in the long run. Advertising a sale or a special offer gets some engagement at first, but too much sales talk will annoy your audience.

Interact with People
Respond to questions and comments from your followers. Better yet, ask them to engage with you by posing a question or asking for their input! According to Usabilla, 56 percent of customers are more likely to buy when given a personalized experience. And when someone responds to you, be sure you let them know that you’re reading their input by commenting on it, liking it or favoriting their response. This is a great way to start a real conversation that feels human-to-human rather than human-to-brand.

Show off your Team and Workspace
Your audience wants to be able to put a face to the words they read on your social platforms or your website. Take pictures or produce videos and webinars where your employees can show off their personalities. Visual content is 40 times more likely to get shared on social media than other types of content according to Kissmetrics. Give your followers a glimpse into your working world and let them feel like they’re getting a behind-the-scenes tour. Doing this makes your followers feel closer to you, and will make them want to get to know your brand more.

Be Authentic and Transparent
Be mindful that all of your messaging should reflect your brand values to create authenticity. And if you make a mistake, whether it’s something little or something big, just come clean about it. We’re all human and we all make mistakes. Humanize your brand by not covering these things up, but by owning your mistakes.

Your followers want to have a conversation with a person, not necessarily a business or a brand.  You can improve your digital strategy by making engagement with your followers feel like they’re talking with a friend, rather than a business. For more information on how to humanize your digital strategy, give the experts at TAG a call or visit us online!