Email Marketing Strategies for Your Brand


In this day and age of information overload, one of the biggest challenges businesses face is how to retain a customer's attention after making initial contact. Email campaigns are a great way to show interested prospects and returning customers more of what your company is up to and increase direct sales.

It is easy (perhaps too easy) to bombard your contacts with one email campaign after another. But how many of those recipients are actually reading and interacting with those emails? If do not have an answer to that question, it's time to learn the steps for effective email marketing strategies.

Step 1: Set Your Goals

Before starting an email campaign, determine what exactly you are trying to accomplish. Are you hoping to promote a sale, a new product or consumer awareness of your business and its services? Understand that each department in your company may have a different goal. Your PR department's goals may be to reach a certain open rate while your sales team could be looking to gain 100 new sales leads from a campaign. It is important to understand in advance each department's goal for a campaign in order to accurately determine return on investment.

Step 2: Segment Your Clients and Set Your Targets

As you determine the goals of your email campaign, decide who your target is. Take a good look at your email list; a client whose email you collected at a conference may not be the best person to receive the in-store coupon from an email blast. Segment your recipients into categories and subcategories so you can select who to target with each campaign.

Step 3: Rotate Writers

Over time, having just one single person write your emails can result in dull, unengaging copy. Switch up the writers or have people from each department offer their insights. Sending out emails written by different writers can be a great way to see what your customers are responding to and help you target future campaigns.

Step 4: Proofread and Deliver

Before you click "send," make sure you thoroughly proofread the email! Spelling and grammar issues are easy to make and even small mistakes will make you look unprofessional in the eyes of your customers. Make sure your email goes out in the morning and in enough time for any call-to-action to be received and engaged with.

Step 5: Track your Analytics

While click-through rate is an important statistic, you want your customers to take action beyond just opening the email. Did they click on any links in the email? How much time did they spend on your website? How many phone calls or forms were filled out after this email was sent out? If proper analytics, such as Webtrends, are not included on your site, then you may be missing key insight into your customers.

Schedule time to look back on your email three days later after it was sent and analyze the results. How many people downloaded the coupon? How many leads did it produce? How many new social followers do you have? Once you collect data related to your campaign's goals, you will be able to discuss the positives and negatives of the campaign and determine how to increase return on investment on the next one.

Step 6: Ask for Help When You Need It

Signet Interactive's marketing consultants are experts at email marketing strategies, prospect nurturing and customer retention campaigns. For help with your business' email ROI, contact us today.

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