Last week we featured email marketing seminars that were really a hands-on approach to getting started in an ongoing relationship with your audience in email content marketing. And like any relationship, it takes a little planning, but it can also be a little fun!
E-mail marketing is an excellent way to build a relationship with your customers, improve sales, and develop a competitive advantage. The best way to launch an e-mail campaign is to plan. Decide what you want to accomplish from your e-mail campaign, choose an e-mail marketing system to use, and setup autorespond e-mails.
Decide What You Want to Accomplish with Email
What do you want to accomplish with an email campaign? Do you want to educate customer about your products and services? Build customer loyalty with coupons, special deals, and other incentives? Provide interesting and compelling content to share with existing and prospective customers? Decide what the focus of your email campaign will be before you launch and use it to develop a successful email communication plan.
Choose an E-mail Marketing System
Decide if you want a sophisticated customer relationship management (CRM) system or a more basic e-mail system with database and campaign management services. A CRM system may include sales force management, shopping carts, and other useful tools to direct and manage your e-mails. Infusionsoft offers rich tools for more complex marketing initiatives. If you want a simpler way start your e-mail management, consider Mail Chimp, Constant Contact, or AWeber. Compare different system capabilities and training offered.
Set Up Autorespond E-Mails
Set up autorespond e-mails to educate your customers and offer something of value. Include links for more information, and ask questions so you can learn their interests and get ideas for future campaigns. Add triggers to e-mails so that when customers click on links, it triggers a message with information about a related product or service. Amazon’s “Today’s recommendations for You” is an example of an effective trigger.
Planning is an important factor for success when you want to launch an e-mail campaign. Monitoring your results is a close second. Take the time up front to plan your e-mail launch and then look at reporting metrics to see which e-mails are opened more to learn your customers’ interests.
What About You?
What strategies have you found effective in your email marketing? Have you experimented with customizing your emails? What were the results? Let us know in the comments!