Permission-based email marketing can be a highly effective marketing tool. If you deliver valuable content to people who’ve requested it, your emails will be welcomed, read and when appropriate acted on.
Email marketing has been successfully used to generate new leads; build brand awareness; reward loyal customers and deliver good customer service. It can increase traffic to your website or social media pages; establish your reputation as an expert in your field and boost sales.
So why has email marketing got a bad rep and an association with that dreaded word - SPAM!? Unfortunately, many businesses have used email marketing to blast unwanted messages at every contact that they’ve ever had and this is damaging to their company’s reputation.
Firstly, you should only send email marketing campaigns to people who have given their permission. The first step is, therefore, to encourage people to sign up on your website or social media pages by offering them an incentive. So what do people want from you?
It could be discounts or top tips. You may offer product reviews, competitions or offers that are only available to those who sign up. People receiving your emails may get priority booking or invitations to special events.
Managing your contact list is essential. This includes adding new signups, removing those who’ve chosen to unsubscribe and those where emails have been undeliverable. By tracking your email campaigns and monitoring the results, you can also gather valuable data to inform future campaigns. Systems such as MailChimp are effective tools to help you manage and track email marketing.
Effective email campaigns are specifically targeted for the recipient. It is advisable to group your email list and send different emails to each group in order to personalise the content. Consider what the recipient wants from you, along with the outcomes that you want to achieve. Write the emails as though they are from one person to another and start with an engaging title, that will encourage people to open and read the content.
Shorter emails are more likely to be read and each one should contain a call to action - for example a link to a relevant web page or social media page - to direct people to where they can get more information. Social Media links also encourage sharing, which can widen the impact of your campaign.
Even with MailChimp or other email marketing systems in place, it can be time-consuming to set up and manage timely email marketing campaigns. A Virtual Assistant can be a great asset to help you get the project off the ground and ensure that it stays on track. From building your email list to formatting your content and measuring the results, CC Professional can help to make your email marketing plans a reality.
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