In addition to social media, email marketing is another way to communicate with current or potential customers of your brand. What separates email from social media is that it is a direct communication. Maintaining that communication and connect is important.
But, because we're often flooded with emails, it's very easy for users to scan through their messages and can miss your message completely.
According to KWSM Digital, a business is six times more likely to get a click through from an email than a tweet. In addition, with 3.9 billion daily users, email has the highest ROI (return on investment) of any marketing channel. And, 59 percent of respondents say marketing emails influence purchase decisions.
So how can you be successful in email marketing?
- Establish goals. What's the point of trying to get a result when you don't know what you want to achieve? THIS IS A MUST. Ultimately ask yourself: where do you want users to go on your website and what do you want them to do? Lead them there.
- Build your email list. There are a couple ways to do this. One is to import contacts from a known list. Another way is to offer incentives for those who do sign up. If you do the latter, keep it simple. Don't bore them. Examples of incentives include quality content, discounts and/or free/express shipping. Once you figure out which you want to do, let people know about it.
- Plan your campaign. Shape your campaign to your goals, whether it's offers, announcements, events, educational information, newsletters.
- Be simple with your campaign. People don't want to bombarded. Think of it as you sending a message to a friend or family member. Make the email simple, easy to read and easy to format between desktop or mobile/tablet devices. Personalize it. Address people by name.
- Measure your results. IMPORTANT. Have to measure the performance, then adjust accordingly.
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