Like any marketing plan, the next step after analysis should be a strategy for execution. Your email marketing campaign should be no different. An email strategy should include five important categories: newsletter, digest, stand-alone email, transaction, and lead generation emails. Tackling each of these areas should not only increase your open and click rates but bring more social shares.
Email newsletters serve the same purpose as a printed one used to, but with an added bonus. Not only do email newsletters reach more customers but they can be tracked as well. You need to be sure and send these newsletters to a targeted audience. Not every one of your contacts has to be on that chain. This can be said for almost every aspect of your email strategy. It’s important to know who it is you want to reach.
Email newsletters and digests should be seen as a great opportunity to build your brand awareness, build anticipation about any new products or services not yet on the market and even any blog posts or press releases. Don’t be afraid to share a variety of content.
In your email strategy, take advantage of those blog posts you’ve been working on, upcoming events, surveys, offers, and even links to relevant white papers in your newsletters. Digests, on the other hand, are a great way to build your credibility in your industry.
Once you’ve established who your target audience is and what their interests are, follow up with stand-alone emails. These are little “one hit wonders” that include a call to action. This is a powerful way to track how your content is being perceived by the customer and know your click to open percentages.
A big part of your email strategy is to communicate with your customers. Transactional emails and lead nurturing emails can get you to this point. Establish a simple feedback option to customers who initiate contact via downloading a video, white paper, or ebook. Lead nurturing emails might require a little more. This series of emails targets the specific content they downloaded.
We at Susan J. Campbell Copywriting Solutions can help you identify a successful email strategy. We can help you target your audience and decide the best way to interact with them to create consumer loyalty.