Business 2 Community – Are You Maximizing Your Email Campaigns?
By: Business 2 Community
It is very simple to develop compelling email marketing campaigns if you keep your email marketing team focused on the customer and what your customer needs. As these 3 questions every time you kick off a campaign to maximize its performance:
- Does my content build trust and add value?
- Does my subject entice the customer to open this email?
- Is the value enough to my customer to share?
Let’s dig in and discuss how to address each one of these questions.
1. Build Trust First, Then Sell.
Whether you are educating a new prospect or making an offer to an existing customer, it all about building a deeper relationship with your customer. If you know your customer or market well, this may be easy. Either way, ask yourself:
What content resonates most with my customer?
- Ask! Talk to your customer care and sales teams today. Look at your web analytics and see what content they’ve clicked on. Survey them, even if it is just a few customers for their interests and needs. Talk to lost prospects to see why they chose a competitor. While you may think you know, until you ask, you are only guessing what they want to hear.
- First impressions are lasting impressions with all relationships, and those initial impressions are even more important with email. The first email you send is your first opportunity to demonstrate how you and your company treat its customers and how you will build a digital relationship with them. Make it count. Connect with your customer! Watch your open rates to see if they are opening and engaging with your emails.
- Segment your customers so you can speak directly to them. Almost all marketers segment by industry and interests. Again, watch what your customer is digitally responding to: 1) subject line, 2) content (links), and if there is any difference in 3) tone (professional vs. friendly).
- Seasonality will impact your some of your campaigns. More email is sent in December than any other month. Tie seasonality in with your message to keep the open rates high.
- Humanize your emails. Even automated emails need a human watching the replies. Wherever possible, include a person’s name and allow recipient to reply to receive questions. Encourage responders to reply quickly and with the Company personality.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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