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24 Sep

Ask Matt: Email Marketing

Following our first blog in the series, exploring the topic of Google Ads, we’re now going to ask Matt to share his knowledge of email marketing and the various platforms associated with it.

Email marketing is a great way to strengthen relationships with new and existing customers, drive traffic to your website, increase conversions, and generally communicate with your client base. It might seem simple at first glance, but it can be more complex than you think, and there are many different factors to consider when planning an email marketing campaign.

1. Which email marketing platform is best?

There is a lot of choice out there when it comes to email marketing platforms. With many great standalone platforms as well as email marketing tools embedded into CRM systems, such as Zoho & HubSpot, there are a few different options which can work well.

However, the platform that we work with the most is Mailchimp – it’s the big kid on the block in terms of email marketing software. Mailchimp is relatively easy to use and offers lots of clever tools to maximise your email marketing, from simple one-off mailers to complex automated campaigns and email sequences.

Email Marketing Image Mailchimp

The other platform that is worth a mention, in my opinion, is Campaign Monitor. The interface is neat and tidy, which makes it really easy to create campaigns and review analytics.

We’ve worked with loads of platforms in the past, each having its own pros and cons. I’d say that when choosing a platform, you need to weigh up functionality and features, user interface, and of course price to help you decide which one is the best fit for your business.

2. How do I gain more subscribers?

Let’s face it, if you want more customers and prospects to sign up to your email newsletter, you need to put yourself in their shoes… Why would they want to sign up – what’s in the deal for them?

Depending on the products and services you sell, you’ll be able to entice people to sign up if you are clear on what you are offering them. For example, if you are selling products to consumers, you could advertise regular deals or discounts. If you are providing services to other businesses, then you could offer whitepapers, case studies, or other industry-related content that has some form of value. Whatever your offering is, you need to be sure it’s something worth providing a name and an email address for.

So, it’s one thing to have a good offering, but you might want to try a few other strategies to gain subscribers. One idea is to run competitions, whereby people need to sign up in order to enter. Another is to simply make sure your customers and prospects are aware of your email marketing content – perhaps adding a ‘Sign up’ call to action in places like your website, email footer and social media posts could encourage more sign-ups. Just don’t forget to tell people what they can expect when signing up!

Email Marketing Image 2

3. When and how often should I send out marketing emails?

This is a really good question. No one likes to receive too many emails, so it is important to strike the right balance between quality, relevance, and frequency. If you hit all three of those, you should have happy subscribers who want to engage with your content and don’t head straight for the ‘unsubscribe’ button.

Clearly, what you sell and who you sell to will govern the frequency of emails you send. For example, if you are selling clothes, you may have lots of regular emails going out to customers with offers and deals, or to highlight new products. On average, you might be sending out 2 or 3 emails a month.

If you are a corporate and perhaps don’t have quite so much to talk about, you’ll want to make sure that the content you send out is of good quality. In this case, perhaps a by-monthly email to your customers and prospects would be sufficient.

4. How do I know if my campaign is working?

Measure your results! It’s all very well sending out emails, but it is important to understand how effective this marketing activity is for your business.

Email marketing tools come packed with analytics on how many people opened your email, who clicked on the links, and so on. You can go into finer detail and follow users throughout their journey, especially when it comes to eCommerce websites. In addition, you can use Google Analytics to understand the quality of traffic coming from your email campaigns, analysing this data to find out how effective they really are.

Email Marketing Blog Analytics

Sometimes, email marketing isn’t about driving traffic straight to your website; although, this is often a key objective. Businesses frequently use email as a way of ‘touching base’ with their current customers, not expecting to receive immediate sales or leads on the back of a campaign. To know if your email marketing activity is truly working, the metrics you use to measure the success of each campaign need to be in line with the overall original campaign objectives.

5. Why should I consider using email marketing?

Email marketing is a great way of reaching new audiences and, most importantly, keeping in touch with your customers. Don’t forget, your customers generally do like to hear from you. It’s a great chance to tell them what you’ve been up to as a business, what new services you have to offer and perhaps what projects you’ve recently completed.

Consider using email marketing if you want to give your business a real voice, enabling you to connect with new customers and help keep existing customers engaged with what you do.

Please get in touch if you would like to know more about how email marketing can benefit your business. We can provide support with email marketing as part of our digital marketing services and are happy to advise on the best approach for you.

Alternatively, if you already send out marketing emails regularly and would like to learn how to improve your results, please let us know!

Emily

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