If your company is sitting on a database of potential customers who have given their permission to receive your marketing messages, consider yourself lucky. These customers have an affinity for your brand and you’ve accomplished one of the most difficult things in marketing—establishing a relationship.
What’s more, they are interested when your email arrives in their inbox—and will probably even open it. This is HUGE. Keep in mind that the message you send in that email could profoundly affect their actions toward your product or service. It’s a tremendous opportunity, but also a great responsibility with lasting effects for your brand. An effective email builds your database and could be the difference in reaching your goals, whether they are increasing views to a website/landing page, increasing inquiries or changing behavior.
Another great thing about email marketing is the track-ability. You know not only how many emails were delivered, but how many were opened, what content was clicked on and your conversion rate. This kind of detailed tracking enables you to observe your customer’s behavioral patterns. All subsequent emails should be optimized and enhanced to effectively communicate your offers and provide a clear path to purchase. Ultimately, your consumer should see your email and want to take action.
So what should you consider when sending out an email communication to current and/or potential customers?
- Best day/time to blast: Knowing your target’s behavior, as well as how it aligns with internet/email usage, is very important in getting your email read. For instance, for people who work full time, Tuesday morning is usually the best time to send an email.
- User-friendly layout: It doesn’t matter how intriguing or relevant the content is to your target. If it’s not organized or if it’s too in depth, it will give someone a headache and minimize the chances of it being read.
- Relevant content: Ensure that you’re not putting self-serving information out there; knowing what your target needs is key to building a relationship and the success of engagement.
- Relevant links/landing pages: Most emails/newsletters will have snippets of stories that will take the user somewhere else to learn more. Make sure it does that and gets them further along on the path to purchase. For instance, if you are a car company offering tips on car safety, the landing page should have in-depth safety information that ties back to the brand (i.e., Lexus keeps you safe by offering X in all of their vehicles…want to learn more, click here for someone to call you back…).
- Be consistent. Or at least try to make the communication as consistent as possible (i.e., monthly, quarterly) to meet customer expectations. Abrupt discontinuation (with no explanation) of the emails will harm the relationship.
- Track: Use the knowledge you gain from tracking (opens, click-throughs, opt-outs, etc.) to determine the most relevant content for your target. You also might uncover audience segmentation opportunities through this knowledge so you can better tailor your message. This kind of valuable information will guide you in optimizing and enhancing your email communication to make it a more effective tool.
Hopefully, the people in your database will look forward to your regular email communication and forward it to others, increasing your opportunities for building more relationships (and more sales!).