You’ve built your business and you’ve curated your website. You’ve linked all your social media accounts, and your online presence is on point. But is there more that you can be doing to boost your revenue? Of course! You can build an email campaign that rocks as hard as you do, to increase the traffic to your site and the cash flow in your company. But what is an email campaign?
Excellent question! An email campaign is an email sent from a company or business to one or more of its clients or potential clients. Think of it like a newsletter to let people know what’s new, exciting or relevant about your company. Its a digital marketing technique designed to spark action, enticing your customers to engage with your product or services, and increase traffic to your business website.
You need an email campaign, because unlike social media campaigns that require your customers to engage first, you are in control of your email campaign. You plant the seed right there in your prospects’ inbox, inviting them to your website with a personal touch. It’s an incredible way to add value to your business while building awareness and brand loyalty among your customers and potential leads.
So how do you build the best email campaign that you can? Start by following these ten steps that will grow your email list month after month:
- Begin Building Your List
Start by collecting emails via your website, your social media, and through in-person interactions. Even if you start with as few as fifty- or fewer!- it’s a great start. You should start collecting emails even before you are ready to start sending out newsletters or announcements. They don’t expire, and this way, when you are ready to start sending your email blast, your list has already begun to grow. Let people know that you are back and ready to go.
2. Choose A Good Email Provider Service
The first email provider that comes to mind is probably Gmail, right? Nothing against the Google mail service, but you want an email provider service that is customizable and built to handle the influx of emails both incoming and outgoing that a business deals with daily. An email provider service like Constant Contact, Convertkit, Mailchimp can help you build quality email content, giving you access to images, videos or templates to help make your emails eye-popping and engaging.
3. Know Your Goals
Like anything that you want to succeed at, you should set goals for your email ad campaign. That way you can change or tailor your email content to suit those goals. If the goal of your email campaign is to welcome new customers to your page, then make sure that your emails are informative and cover the basics of your business and your values. Is the goal to drive engagement or boost sales? Use your email campaign to highlight or feature a product or service, putting it right there in your consumers’ inbox. If you have a goal of growing your email list, consider giveaways in exchange for joining mailing lists. If might seem contradictory, but “free” is a very enticing word, and that email that you just gained has the big time potential to earn.
4. Have Enticing Lead Magnets
A lead magnet is something that draws in your new customers. Sure, a free giveaway is great, but it’s not the only way to generate enough interest in your business to make people want to give you their email addresses. Try options like ebooks, online resources, “tool kits” or online classes. This exchanges knowledge and know how for email addresses and makes your customers feel like they can turn to your company for help as well as high quality products and services. A lead magnet is a downloadable that is of value that people get in exchange for their email. A lead magnet doesn’t have to be long. It just needs to be a quick win and of value.
5. Create Catchy Titles and Enticing Subject Lines
How many emails do you get a day? Dozens if not more. And how many go unopened simply because the title didn’t catch your attention? People judge books on their covers, and they judge emails by their titles and subject lines. Make sure it sounds like something someone not only wants to, but feels like they have to read. Avoid titles that sound like spam and opt for titles that pull people in .
6. Write Good Content
Don’t just sell in your emails. Don’t just list featured item and prices. Write about your business or your product in a way that tells your customers that you’re excited about it and that they should be, too. Just like you have goals for your email campaign, your customers and potential customers have goals, and they are looking for information and education that can help them achieve those goals. Provide that for them in your emails and they will learn that your brand can be trusted and should be valued as a resource. Your content should be valuable and informative information for your readers—doesn’t always have to be industry related—just valuable information.
7. Add Videos and audio links
A picture is worth a thousand words, and a video is worth even more. Videos can be incredibly helpful to your customers. They give them the chance to see your product or service in use, and can be used to show value or to explain how to use your product or why it is so important. Great copy is good, but live video content is great. You can also add audio links to your email.
8.Track & Check Your Email Success
Use analytics to see how your email is working for you. If your last blast wasn’t well received, try to see why. Was the title a bit boring, so it went unopened? Did it push too much without any give? If it was a hit, try to replicate the thing that made it so popular. Your email provider service should have ways for you to check your success based on who clicked and opened, and who did not. You can see who opened the email, who clicked and who didn’t open. You can also learn when is a good time to send emails from checking and tracking your results.
9. Variety is the Spice of Life
Make sure your emails are varied. Variety keeps customers interested. If all you ever do is highlight a product, your consumers will see your emails as a page from a catalog. If you only give advice about a topic related to your company, then you’ll miss out on the marketing potential that your email list has to offer. A well rounded email campaign is one where your customers don’t know what to expect next, but they’re eagerly awaiting that ding in their inbox. An email doesn’t have to be long. You can put three parts in your email- an inspirational quote, business advice and a call to action.
10. Promote across social channels and blogs
Use your emails to call action to your website or social media accounts. Your brand should be cohesive across all platforms, and this means in your email campaign as well. Use links to your webpage throughout your emails, and direct customers to the right pages for what they are looking for. One click takes them from their inbox to your business without even leaving their desk. You can direct people to your Youtube channel, blogs and more via your email.
Email marketing is your company’s goldmine. Use it to unearth the potential for your business to reach double or triple the amount of customers that it is reaching now on a regular basis. Build your business, create more awareness and increase your revenue and grow your list month after month. The money is in the list!
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