Everyday someone sends me a newsletter, some of these I have subscribed to and others I haven’t. I actually study many of these email newsletters as I love to look at the design, how well they display on various devices, how the information is displayed, the thought process in why that information has been included in the newsletter, etc but then I also study many spam emails to see what I can learn from them also.
If you want to create awesome email marketing campaigns that elevate your business above your competitors, it’s important to take some time to learn what makes the content and the design of your email marketing campaigns stand out.
Your Email Marketing Campaigns Should Seek To Provide Solutions
Your audience doesn’t care about how awesome you perceive your business to be or how many times you have been the gym this week, you audience cares about what’s in it for them (WIIFT). When you send your audience information it helps tremendously if you provide solutions to problems you know they have. Remember the “pain points” you discovered during your initial niche research? Use this information to really connect with your audience and give those answers and solutions away.
Your Email Marketing Campaigns Should Seek To Inform, Educate and Entertain
Look at the email marketing campaigns I send out and you’ll understand that what I am seeking to do is inform, educate and entertain. You don’t want to be boring and to come across as standoffish as people will quit opening your emails. Keeping your email marketing campaigns short and to the point will help. You want to link them to your website to drive traffic there for more information. Ask yourself if your email has a point, and then stick to that point. And please don’t make the point of your email to sell your products or services because unless you’ve a rather specific niche no one wants to be constantly sold too, they would much rather be educated and informed and then allowed to make purchases from you. And believe it or not, giving away your knowledge and educating your audience is an awesome way to gain sales as you are perceived as the go to expert in your industry.
Your Email Marketing Campaigns Should Seek To Tell a Compelling Story
Consumers love a good story about how the products or services that you offer helped other people. If you place your focus on people and the story, you’ll get a lot more responses and send your marketing campaign into new territory – truly setting yourself apart from the others. Ask for feedback from your customers by having a contest. Let them tell their story, which you will share, then give the most read and liked story a prize.
Your Email Marketing Campaigns Should Seek To Encourage Engagement
Never forget your call to action because you want your readers to do something after reading your email newsletter. If you don’t remember to ask your audience to do something (click through, buy now, respond, comment, etc.), they probably won’t do it. If you ask, those who wanted to will be more likely to do it. Ask for feedback, ask for stories, and ask for opinions about new products or services, and your audience will feel more connected to you than ever before.
Oh and if you are planning a major email marketing campaign you might like to consider A/B Split testing those calls to actions and also using segmented marketing… both topics I’ll cover in future articles, in the meantime feel free to ask me about them.
Your Email Marketing Campaigns Should Seek To Build Relationships
Just like you can build relationships in social media and on your blog, you can also build relationships with the members of your email list. When I first started email marketing in the late nineties I successfully built a list from zero to over twenty eight thousand people, with today’s scientific knowledge and yes everything you can imagine about email marketing or website design for that matter has been scientifically measured and analysed by experts so much so, that anyone that reads and seeks out this knowledge and truly start to connect with their audience like never before. The people of your email list are the people you want to truly focus a lot of attention on since they’ve already demonstrated trust in you by letting you into their email inbox. People like buying from those whom they know, like and trust; the better relationships you build with your customers, the more they’ll trust you and the more they’ll buy from you, unless you’re a bank of course, I will never understand that industry.
Finally, your email marketing campaigns should look good, it’s not a job for Aunty Cathy sitting at the dining room table using Publisher, email marketing is one of the most important aspects of online marketing, if you treat it with respect and give it the attention it deserves your business will benefit.
As you know, I like to network and I’m a member of six or seven business networking groups and on rare occasions it is extremely refreshing to me to hear other businesses talking about someone’s email newsletter they have received and how good it is. I have friends that send newsletters out and some of these are good, some awesome and some not so… if you send a newsletter out, please feel free to add me, as long as you have an unsubscribe and I fit within your niche I am sure I will find value in it.
Please remember the only thing worse than a bad email marketing campaign is not having one at all as you need to constantly touch your niche audience to truly prosper and gain sales.