Email marketing strategy and 5 great ideas to results. Don't waste your contact list, use it properly and often to get results that pay
Table of contents
- Email marketing is not overdone in fact quite the opposite is true
- Email marketing starts with a plan
- Never miss an opportunity to close
- Use Social media to enhance your traffic
- Timing your mail is important
- Your head line makes a difference
- Auditing your email results and acting on the conclusion.
- My conclusion on email marketing
- Email marketing strategy by Peter Hanley
Email marketing is not overdone in fact quite the opposite is true
Communication with your contact list maintains a branding association thus keeping the Know and Like features of buying current.
Let's face it, if they are not reading your material they are reading someone else's.
The last positive image in a buyers mind is the start of a buy cycle.
You will understand that repetition in marketing enforces the message. That is why, on TV, ads are repeated until they drive you mad. They may not sell anything they may just have you thinking of their image.
Look at Motor vehicle ads, they don't sell Cars they sell a life style. Insurance companies don't sell insurance they sell security. However the lifestyle you like is associated with the brand.
Email marketing, and I include Newsletters and autoresponders, is the same thing. You are presenting an image and idea in front of your target audience.
Email marketing starts with a plan
The difference with email marketing is you know who your customers are and what they are interested in. They have come on to your data base because of an interest and that gives you a special advantage.
When you send a mail it is associated with your product therefore you are reinforcing that you are the person to be trusted.
Again, repetition is what we are reinforcing for when the time is right.
The buy time will vary and may be a day, a week or a year but it will come.
Your plan starts with a segregated list
When you market a variety of products your base will have different needs so you need to cater for a specific purpose. It is no good marketing to those that have no interest in your offer.
I break my list into about a dozen different groups because their needs vary. I market to Gift shops and plumbers as an example. A similar product maybe, however an entirely different approach.
Furthermore adding all your lists may well suit a newsletter that is generic in nature.
Email marketing strategy includes an Auto responder
Use an Auto responder when you can
This is an automated sender of emails set to send a series of mail overtime.
This could follow a form similar to;
- A welcome and introduction email
- a product associated email with all the details
- How others have used the product to their benefit
- An incentive to buy like a price discount
- Bundling with a similar product
- A hard sell, last offer, never to be repeated
- a thank you page
This is a pathway to a sale. Sent every day for a week or every two or three days depending on the product. It is important to remember that when a buyer is hot they want information overload so give it to them. The above list is an example and may spread over a much longer time.
A great Auto responder can be found at Constant Contact
Supplement a newsletter to your marketing campaign
Your Newsletter is not a selling tool. It is a passive reminder and brand builder to your total base. This is done on a regular and consistent basis to reinforce all your other marketing.
You will write about the questions that people want answered or solve problems of which they need answers to.
This approach will reinforce all your other activities.
Never miss an opportunity to close
This is an often neglected opportunity to ask for the order. Every mail you send should have a buy now button. The reason for this is that you will never know what part of the buying cycle your readers are at. However when they want to buy they want it as easy as possible.
The intent can be subtle in early communications or more blunt late in the cycle However if you don't ask you don't get, a pretty simple rule.
Email marketing strategy and Social Media
Use Social media to enhance your traffic
Sharing all mail to your social channels will give you greater touch of an enlarged circle. Certainly adding a link in your email can expand the media mix.
However the idea of Social media is to channel customers to your product sets and not so much in reverse.
Naturally this also applies to web page activity and any blogs you write. They are all part of a Multi Media approach to tie up the buyer. Information overload is a good thing. It sure beats the opposite.
Timing your mail is important
I actually have this well down on my list because I don't believe it makes a great difference.
however many will disagree and believe there are better times than others.
I look for those times of the day when the mind wanders to easy jobs. Late morning after all the priorities are dealt with or mid afternoon when they want to slow down a bit.
Saturday can be a big day for many because the pressures are all gone.
I know many that just scan the sender name in the morning and hit delete for those that are not current interest. Therefore overnight sends hit that basket.
Email marketing strategy and Headlines
Your head line makes a difference
Believe me when I say this one thing can be the difference between success and failure.
Readers have a small part of a second on which to decide to read or discard. It is that quick unless you have built up a great trust factor. Even then there could be other more impressing factors than your mail.
Wring great headlines takes practice and promise.
You want to drag them into your world to find out something they really need to know.
it might be promise, price, opportunity, knowledge or any devise on which to turn there heads.
Writing headlines that get read is essential to your success so treat it like the most important part of your page.
This will include the sender name
By repetitive posting you will develop the Know and Like factors that give you a better chance of an open. Add to this the Headline and you have a double whammy.
In the autoresponder part above we show a soft sell start up, an introduction and product description. We don't like to scare them away before we provide enough knowledge for them to make an informed decision.
You need to take every small advantage you can to achieve high email success rates
First of all if it is not working, fix It.
Don't waste precious time and recourses on bad results.
Doing a test mail is one way to achieve this.
Take a small percentage of the base and try a mail and see the results. Take action on what you see and fix any negatives before compiling a mass mail.
We are looking for small increases in each factor that will add to a large result.
Email marketing strategy and understanding results
Auditing your email results and acting on the conclusion.
Many of you will hate the thought of deleting contacts because you work so hard to get them. Therefore casting them aside seems wrong. However there are those that never open a mail or look at your material. It would be easy if they would just unsubscribe then the problem is solved. Delete them they are spoiling your results and wasting your time
Every single mail is trying to achieve an objective.
|Number sent||For working percentages|
|To be opened||It shows interest|
|Have a link clicked||See what they are looking at|
|Bounces||Check the email address|
|Opted Out||Just wave goodbye|
|Any Spam reports||A few matters not|
|Try for referrals and shares||Increase your readers|
Results are only available when using an email company. Single webpage mails have no tracking so you will never know the results you achieve or actions they take.
My conclusion on email marketing
Bang for bucks it gives a great return.
Therefore every small business should include email marketing in the Armory
We fire as many shots at a prospect as we can to obtain absolute saturation. This will get results.
Never be shy about the volume of sends. The answer lays in visibility so those that use it win the race. It is much better to over saturate than under nourish, believe me that it is true.