Looking to do some email marketing but not sure where to start? Well, the key to getting your email marketing off the ground is having the right plan, and it isn’t as hard to put together as you might think. Let’s take a look at the process step-by-step.
Step one: Define your readers
Before you start designing, writing and sending email marketing campaigns you should define your audience. Once you’re able to accurately define who they are, you’ll be better able to provide them with relevant information.
If you already have a list of subscribers who are they and how did they sign up? If they subscribed during checkout, they’re customers, if they found you through your website or at a trade show they are leads or a ‘general’ audience.
If you don’t have a list of subscribers yet, who is your target audience and how will you find these people?
Step two: Determine your content
What’s going to make your readers actually want to open your email and stay subscribed to your list? Usually, it’s a mix of helpful tips, special offers, sales, promotions, surveys, and seasonal or holiday-themed content.
You want to provide value-added content for your existing subscribers so that they’ll also want to share the content with their friends – which will allow you to continuously increase the size of your reach. Once you start your campaign, identify the type of content that’s really resonating with your readership and use that insight to help generate ideas for future topics.
Here are some tips for making and gathering compelling content that will speak to your subscribers:
- Treat your readers like VIPs – they entrusted their e-mail address to you and are expecting to get something valuable from you in return.
- Keep it useful and relevant – think about which emails you open and which you delete right away. You aren’t going to open an email that doesn’t benefit you in some way so make sure the content of your newsletters are giving your subscribers something they want.
- Show some personality – chances are, your voice, tone, and sense of humour are all important reasons why your customers signed up in the first place. Try to write the same way you’d speak to one of these customers.
- Keep it short and sweet – nobody wants to read a boring newsletter that goes on, and on, and on… you get the picture. If you do need to include a longer piece, feature only the first paragraph and link to the rest of the content on your website.