Blog / 10 Essential Steps to Successful Email Marketing
Published on Wednesday, February 7th, 2018
In our previous Results Report, we explained that despite the hype around social media – email still rules the Internet.
With 134.5 billion email messages sent every day from 3.7 billion email accounts – email still dwarfs website searches, Facebook and Twitter.
Not only is email the most ‘engaged with’ online activity, it ‘monetises’ at a rate of up to 50:1 when compared to social media lists.
In a world where the vast majority of people spend most of their time online emailing – your email lists are the life blood of your business.
Here are the 10 essential steps to successful email marketing…
- Build Your Email Lists
Start (and keep) collecting and collating email addresses from all of your past prospects and clients and add them to your database.
Create a compelling ‘Packaged Information’ offer on your website to encourage new visitors to give you their email address in return for a valuable report, white paper or guide.
- Get Consent
As you collect new email addresses make sure that you get full opt-in consent to ensure that you are fully compliant with the new GDPR (General Data Protection Regulations) that come into force from 25th May 2018.
- Choose an Email Broadcast Provider
First a warning – don’t send emails through your normal email account as you could quickly become ‘black listed’ by ISPs (Internet Service Providers) – compromising your everyday email account.
With a professional (ideally UK based) Email Broadcast Provider you get high delivery rates, an easy to use interface and valuable reports on links clicked, emails opened and much more.
You get what you pay for, so avoid the free or cheap email broadcast providers and invest in a quality UK based platform.
- Create Quality Content
This is the key to success…
Don’t make the fatal error of focusing the email content on a series of “me-too” emails with recycled news, boring facts, amusing but irrelevant anecdotes, links to other people’s ‘great’ material.
OR worst of all, don’t simply share news about your company – new staff, new clients, new vans, new locations. This is what we call “so what” content – no ones cares about your news.
Sending your list poor quality content is the path to a slow and painful death for your email marketing strategy.
Instead, focus on your customers’ needs, issues, requirements, aspirations and hopes to make your email marketing strategy come to life.
Your clients and prospects deserve your best.
Your best articles, your best information, your most inspiring material, your most valuable intellectual property and knowledge, your best offers, your best events – and your best writing.
Offer solutions to their problems, ideas, articles, valuable information, how to’s, inspirational case studies and success stories.
- Maintain Regular Contact
If you want to build a stronger relationship with prospects and clients then one of the most effective ways to do this is to send high quality content on a frequent basis.
Some of our clients say that they don’t want to annoy their lists by sending too many emails.
But annoyance is mainly caused by poor ‘balance’ (see below) and low-quality content. Not frequency!
If your emails educate, problem solve, enlighten, inspire and meet the needs and aspirations of your lists – then you can go as often as you have something educational, inspiring, helpful and valuable to say.
Writing an email newsletter on a regular basis demands discipline and commitment. Few businesses ever sustain that commitment. But those who do get outstanding results.
Some of the most successful email marketers send 50 to 100 emails a year. This includes household names such as John Lewis, Hotel Chocolat and Pizza Express.
Many of our clients are sending 20 to 50 a year with a very high open rate (people love their emails), low unsubscribe rates and a strong flow of leads and sales.
- Get the Balance Right
Some email marketers only send sales emails.
That’s like running a TV channel that only shows Ads – viewers will switch channel in their droves.
Some email marketers only send articles and news – that’s like employing sales people who never ask for the order.
The wrong balance is one of the biggest sins of a business with no email marketing strategy.
You need to strike a balance between great content and sales emails (your Ads).
Create compelling articles and provide great information and benefits, and your list will appreciate your emails and put up with every second or third being an Ad.
And they’ll stick with you forever.
- Focus on Single Article Newsletters
Don’t save three or four articles for each email – send each article separately as soon as it is ready.
This allows you to ‘touch’ your list more frequently with a lot less effort on your part.
As soon as you have something good to share – send it.
If you don’t have anything to share – wait until you do (keep the quality and value high).
- Add a Call to Action (or CTA)
Not including a ‘call to action’ button, or even better multiple call to action buttons in your email could be a big mistake.
You can link to your special offers in your website, your Packaged Information offer, your ‘contact us’ page, your shop and you can (and should) also include a CTA in your email with an invitation to email, to phone or to request more information.
- Repeat Your Most Successful Sales Emails
Intersperse your articles with sales emails (those that make a direct request for a meeting, order, to request a quote, etc.).
Once you have a sales email that is working well, keep on repeating it on a regular basis (monthly, every few months) until it stops working or you find a better version.
- Use the Data to Learn
With Direct Mail you only get to measure responses.
With email marketing you learn so much more as you become aware of your ‘near misses’.
You will discover…
- How many people open your emails
- What content people like by how many people click on the links and forward your email to others
- What your open rate is (how many people read your emails) and this allows you to tailor future content around the emails that your list likes and responds best
- How many unsubscribes do you get
- Which links get the most clicks
These are very important metrics to measure the performance of your email campaigns, and more importantly, to reach the ultimate goal: turning potential customers into paying customers.
A successful email marketing strategy is a great way to convert prospects into customers, and customers into repeat clients.
If you haven’t considered email marketing for your company, you might be missing out on the ultimate goal of turning potential customers into paying customers.
With a proper email marketing strategy, and quality content and balance, your business is highly likely to benefit from email marketing.
Get it right and the money will flow!
To find out how Results Corporation can help you get better results and make your marketing work, contact us online or call us on 01536 747 310.
Filed under: Email Marketing