Every different type of small business will require a unique marketing strategy. One tried and true avenue that has consistent benefits across multiple business types is email marketing. There are a multitude of approaches to email marketing. The main goal is to decide what it is that you should be accomplishing with your email marketing campaign and then develop an action plan to execute those goals.
Your company is unique –your strategy should be unique as well. If you’re working with a consultant, be sure that you stress the importance of having a tailor made experience. When we work with clients to develop an email marketing strategy for them, we assess their wants and needs and build from there. The possibilities are huge. Email marketing can be used to share coupons, deals and specials. It can be used to advertise upcoming events, highlight blog articles that you’ve written, route people to your website and social media pages, and more.
While social media marketing can be a great landing space for customers and followers to connect with your brand, email marketing can truly drive people to action. Buy now, subscribe here, register for this event, etc. It’s an absolute requirement for you to be creative and think outside of the box when it comes to email marketing. Think of how many emails, junk mail, sales pitches and more that you have flooding your inbox every single day. Which stand out to you? Why do you click? How can you get people to do the same?
Great images, great content, and a great call to action are all exceptionally important to a successful campaign. You have to catch their eye, keep their attention, and give users a call to action that they want to execute. You don’t want to spam your customers and you don’t want to leave a bad taste in their mouths. Also, if you don’t have permission to email them, don’t email them. The last thing you want is to be the solicitation phone call of emails. That’s not the impression that you want to leave.
A successful marketing campaign leaves readers feeling like they are gaining something by opening your email. It can be anything from a free product, to a percentage off a sale, to some great content for them to read. If they are giving you a click, make it worth their time.
What makes a successful email marketing campaign in your eyes? Do you think email marketing can be translated across all business types? Is it a necessity for marketing online? Let us know your thoughts, comment below!