Email Marketing Campaigns

Email marketing campaigns are a huge part of online marketing for many businesses, especially those in a retail style environment. But is it still useful for small businesses offering services too? Yes, of course.

E-newsletters are a cost effective way of drawing in new leads and conversions to your business.

Creating your list

You might be thinking to yourself "where do I start?" The answer is simple, a nice clean list. There are a number of ways to gain subscribers but only a few that are right way. NEVER buy lists or simply send a newsletter to email contacts that you have collected for your business. Unless you have specified when you collected those emails in the first place, sending newsletters to these people is considered spam.

Instead ask people to subscribe via form on your website, or a simple name/email form in your business. Sometimes asking alone may not be enough to get information which people would consider private. So give people a reason to sign up, offer a discount for signing up, offer a free quote or consultation in exchange for their information.

Setting a frequency

Really have a think of your audience. Do your customers genuinely want or need to hear from your business on a regular basis? Sending excessively is a good way to annoy your customers especially if they don’t need to be contacted that often. If the content isn’t meaningful either, it just adds fuel to the fire. Which brings us to our next topic...

Determining content

What belongs in an email? Updates? News? Promotions? News about your trip to Chamonix? Probably not. People signed up to your newsletter because they believed it could provide them with some sort of benefit. So give the people what they want!

Keep your content brief and to the point. Let your customers know about a current special you might be running or a new and exciting product/service coming to your business. When thinking of what to put in your email, think of what will actually seen as beneficial information to your customers.

Split test

Almost every mail campaign program available gives you the option to split test your campaigns. Split testing can be done in a number of ways, from content, sender email, right through to the subject line.

Split testing is a very powerful tool and it should be used whenever it is available. Split testing will allow you to learn which forms of content and marketing have a better effect at engaging customers and encouraging clicks, it would be foolish not to make use of such useful metrics.

We actually covered Split Testing in a previous blog post. To dive deeper into this topic check out our article about Split Testing Campaigns.

Let's sum everything up now.

What to do:
  • Encourage subscribers through promotions
  • Send at a comfortable frequency
  • Think about what your subscribers want
  • Split test your campaigns
What not to do:
  • Steal or buy email lists
  • Send campaigns too often
  • Promote irrelevant information
  • Ignore ways to test and measure results

Do you need help with your email marketing? Stead Lane offers a number of Digital Strategy options and can help you plan, create and execute your email campaign. Contact us today to get your campaign moving.

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