Rachel Begg
Email marketing is still an efficient tool for reaching your target audience. The fact that most consumers are obsessive when it comes to checking email, should tell you how important crafting an impactful message is to your campaign. The potential boost in ROI your company can receive from sending well thought out emails to a segmented audience can be significant when executed correctly. Sending the appropriate types of information to the right people at the prime times is all a part of best practices to keep in mind when developing your email marketing strategy. Check out a few tips to ensure the emails you send for your next campaign are a success.
Tip #1 - Determine The Best Audience For Your Message
Segmenting your audience based on where they are in the buyer’s journey and by their personas can help you when determining what content is appropriate to send. Using location, company and occupation, behavioral patterns, among other categories are especially helpful when segmenting your contacts into groups for specific content. You should also keep in mind where your contact is in their buyer’s journey. For example, you would not want to send an email detailing a sale or discounts for a particular product, to a person who was still in the awareness stage of establishing their potential problem. Be aware of the characteristics of whom you are sending emails to during your campaign.
Tip #2 - Send The Right Types of Content
Have you ever heard the phrase “Content is King”? This holds true, but what should be pointed out is, it is the right type of content that makes your campaign stand out. So how do you go about determining what content to send to your contacts? You can do this a few ways.
- Pay attention to the buyer personas.
- What are your potential customers concerns?
- What problems would they like solved?
- What are they looking for?
Providing an email communication that solves a particular set of problems is one way to nurture your audience. Additionally, focus on adding value to your contacts to help guide them further into to the buyer’s journey. Helping them perform better at their jobs or providing valuable insights are perfect content ideas that will help establish confidence in you or your brand.
Tip #3 - Send At The Right Time
Knowing where your potential customer is in the buyer’s journey is essential to creating a rich and valuable email. Sending the email to the right audience with the right content at the wrong time negates the power of your email. Help your potential customers make decisions at every junction of their process. Being aware of where they are in their journey helps you send the right content at the right time. Keep in mind, your goal is to nurture your leads, not rush them into making a decision. Your email should be providing top quality content that aligns with their interest, not pushing your product or service on unsuspecting visitors.
Bonus Tip! - Optimize For Mobile
Mobile email opens are on the rise and if your message isn’t optimized for mobile screens, you run the risk of losing out on people opening and engaging with your emails. Ensure that your fonts are large to account for smaller screen sizes or ensure your email is “mobile responsive”Additionally, keep the content short and sweet as well as touch-screen ready buttons to create a successfully optimized email that your readers will love!
Email is only one piece of a successful campaign! Want to learn more about launching a remarkable campaign? Download the FREE guide: The Handy Tool Kit for Launching & Measuring a Remarkable Campaign to get started!
