Email marketing has evolved considerably in the last few years, and while it still has a deserved place in many digital marketing strategies, it likely won’t be your primary means of driving business. That said, it can be an affordable and effective way of communicating with existing and potential customers, but there are some key points to keep in mind.
Email Marketing
Communicate Directly With A Database Of Existing And Potential CustomersEmail Marketing:
Subscriber Acquisition
Early email marketing consisted of companies purchasing a list of recipients and sending a generic offer, hoping that sales covered the cost. This is now considered spam, and should be avoided. One of the most important aspects of an email marketing campaign is to build your own list of customers who have genuinely expressed an interest in your brand. If possible, segment this list further, to ensure relevancy of your messages. A retailer, for example, might operate lists of customers based on their nearest store.
Email Marketing:
Message Content & Timing
Equally important as the acquisition of new subscribers for your database is the development of attractive offers to generate revenue from them. The content of your message needs to be well thought out, with a clear, compelling, and time-sensitive call-to-action. The time that your message is sent is also important. There is a well-known Caribbean organisation that regularly sends out email communication at 4:55pm on a Friday – a sure fire way to ensure that nobody reads your messages!