People love receiving emails.
What people don’t love are unsolicited emails that don’t benefit them.
Many businesses spend thousands of dollars on lists of cold leads they can blast ads to while their email campaigns look like this.
Understand that people who have voluntarily provided with you their contact information are already in your marketing funnel. These people are giving you a chance to prove to them your value.
Unfortunately, businesses send out horrible emails that make potential leads unsubscribe to their mailing list, leaving these qualified users unhappy with their brand interactions. Many businesses even run ad campaigns that provide them these emails with no follow up. Imagine how much ad budget is wasted from an un-optimized email campaign.
I am going to show you three ways to tune up your email campaign and avoid common pitfalls that beginners make when starting their first email campaigns.
1. Pace Yourself
First off, have you ever had an ex that was just way too clingy? How about too distant?
Digital Marketing is all about relationship building and if you’re classified as a stage five clinger or never respond to their texts, your users aren’t really going to want to date your you or your brand.
This is why finding the right frequency and quantity to email customers is essential.
The frequency of your emails determines how engaged or disengaged your users will be. Depending on what type of email campaign you’re running you should be also be considerate where you stand in your customer’s journey.
If you’re running a welcome email campaign, sending out an email two or three days later feels lazy and can diminish the immediate intent that the user had when signing up for your emailing list initially. This will result in higher un-subscribe rates and a lower open rate simply because they might have forgotten about you.
How about if you’re running a cart-abandonment email campaign?
Sending out a follow up emails repeatedly after a user leaves your website without checking out can seem kind of stalker-y. Not to mention there’s a reason why they may have abandoned their cart. Leaving a bit of space for users to ruminate and consider their options can allow them to research and eventually determine that your product/service is the right one for them. The user journey is never linear so give your users a bit of breathing room.
The exact number and frequency of your emails will vary from campaign to campaign and should be something you test. To get the ideal configuration for your campaigns making sure you follow the data is an important next step.
2. Become Data-Driven
How would you feel if you ordered a coffee and got a plate of tacos instead?
Well that’s a bad example. That’s a great deal. But the point is that you asked
for one thing but received another. This is how users who receive emails that are not targeted to them experience.
Personalization is the cornerstone of Digital Marketing and is an expectation that users now have when interacting with brands. This is why segmenting your initial users and putting them into specific email campaigns is important. Without your users being segmented there is no way to personalize your emails to the needs of your users especially if your business has a variety of service/product offerings.
Not having audiences segmented also affects your ability to gather accurate data. In 2020 there is no excuse to not be A/B testing headlines and copy in your email campaign. Being aware of what resonates better with your audience guide your future email campaign’s direction and promise your better results.
3. Driving & Delivering
Speaking of direction, what’s worse than an indecisive email?
A marketer that doesn’t keep their promise!
Having a clear call-to-action to drive action, should be mandatory for any copy you’re testing. If customers want to move to the next part of your marketing funnel, let them. An email without a purpose is just spam. If your customers start to see your emails as spam, the reputation and trust you’ve built with them will immediately fall apart.
Building trust with your customers is a key factor of any marketing effort. If your call-to-action promises a blog post that is going to change their life, link to one. If your call-to-action is a part of a cart-abandonment campaign, link to the item they were viewing. Deliver what you promised and make sure it’s customized to their experience.
Provide Value. Build Trust.
In the age of digital marketing, users are equipped with the ability to provide feedback and have their voice magnified by the internet. Making a poor initial impression can cost you your brand image and even your marketing segment. A well-built email campaign provides benefit to the receiver every single time they interact. What value you can provide will be up to you, and how well you know your audience.
Make your emails something that users look forward to receiving and you will be well on your way to building a strong email marketing foundation.
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