How to Create an Email Campaign That Serves
Email campaigns can be a scary business for even the most bonafide business owner. Making a meaningful connection with your audience takes more than pushing promotions and sales - it’s about making your company’s story, along with their story, one and the same - putting your customers’ needs at the forefront of your brand’s attention.
So what’s the best way to capture attention, retain customers, and assist sales through an email campaign? Start by utilizing email campaigns as a tool to nurture your clients, rather than selling to them.
Here are our top tips when it comes to creating a successful email campaign that fosters customer relationships:
1. Send them valuable information that actually helps.
The average office worker receives approximately 90 emails a day, with only 40 of those pertaining to their business work. This means, 50 daily emails contain spam, advertising, and promotional messages. How can you break out of the (very packed) crowd? Think about the non-business emails you receive on a daily basis. What keeps you engaged and reading? Typically, emails that are important and contain useful, valuable information. Key into your average customer’s lifestyle. What matters to them? What are they looking for in their day-to-day? Use this information to target what matters to them and use it to create a compelling email.
2. Keep it short.
There’s nothing worse than digging through a long email. The truth is, people will typically skim through or completely dismiss long emails. The ideal length of an email is between 50-125 words, with emails under 200 words receiving the highest click-through rate, according to Hubspot.When in doubt, keep your emails under 200 words. If you decide that the information you want to communicate is essential to your business, but more than the 200-word count, consider posting it to your website through a blog format.
3. Lead customers through a progression.
Email progressions, also referred to as drip campaigns, consist of marketing emails that are automatically sent out through a set schedule and order of actions. Drip campaigns are emails containing small bits of information over time, working to build customer relationships over a long period of time, which results in a cost-effective way to reach your audience. Emails for consideration in your drip campaign can include a welcome message, customer onboarding for next steps, and catch up content from previous emails. In progression campaigns, it’s important to make emails personalized (especially as the campaign progresses) and to avoid using clickbait hot button words such as “free” or “sales opportunity” to skip the spam filter.
4. Address a problem AND offer a solution.
It’s important to address your clients needs, while simultaneously offering (and rewarding) them with a designated plan of action that includes your products and services. Speak to the problems that they are facing but also guide them to the solution. Your brand message needs to reflect events that are impacting customers.
What brand emails are some of your favorites? Send us a message with your thoughts!
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