Your email marketing campaign is an essential element of your overall marketing strategy. They are designed to communicate and build relationships with your audience, gather relevant data, and help increase your return on investment. Unfortunately, many of these campaigns miss the mark and continue to fall short. Here are five tips to get you on the right path to boost lead nurturing and returns.
Tip #1: Use Your Email Campaign as a Dialogue
Unfortunately, many businesses follow the “batch and blast” method of email marketing campaigns. While this successfully achieves the objective of sending out the email, it doesn’t actually end up beginning a dialogue with your audience. Extend the conversation by listening to your audience, adding relevant value, and engaging your prospects. Ask for their participation and always include social share buttons to encourage your audience to continue the conversation.
Tip #2: Focus on the Message
Email marketing campaigns do more than send out communications; they send the audience a message. Use your email marketing campaigns to tailor your message according to the prospect’s profiles, actions, and interests. Consider sending different email messages to the various segments on your list. By ensuring that you include value-added content, your audience is more likely to engage with your emails.
Tip #3: Automate Where Needed
When you automate your campaigns, you give yourself more time to spend developing your strategy and being creative. Use your marketing automation solution to automate campaigns based on behavior and event triggers, so you have more time to build stronger relationships with your audience.
Tip #4: Create a Mix of Styles
Consider mixing up your email campaigns styles and methods to avoid having them underperform. While you test different email components such as content angles, delivery days, fulfillment pieces, and surveys, you’ll start to learn what your readers are responding to. You will have a better chance of keeping your readers engaged if you keep your content and methodology fresh.
Tip #5 Analyze Your Results
The reports from your email marketing campaigns don’t always require massive data dumps into Excel or hours of crunching numbers. Leverage the reporting dashboard in your email automation tool to get the details transferred into a format that is legible for everyone. Use these details to understand prospect interaction and improve future campaigns.
To build, execute, and manage an effective email marketing campaign, you have to pay close attention to your audience and the message you are sending them. Following these five tips will help you avoid the common trap of sending out self-promoting messages that only leads to them being deleted.