4 Tips to Help Improve your Email Marketing

4 Tips to Help Improve your Email Marketing

Did you know that today is International Thank a Mailman Day — an interesting worldwide observance given how the use of traditional postal services continues to plummet, and costs soar accordingly. These days when we think of  mail, it is more often email that first comes to mind. So on this very special day, what better opportunity to delve into the wonderful world of eNewsletters. What, Why, How When it comes to building digital marketing plans, eNewsletters are almost always included in the marketing mix. In fact 83% of B2B marketers regularly use eNewsletters to communicate with prospects and customers, making them 2nd only to social media among most popular tactics. Effectiveness, however, is a whole other story. The average eNewsletter is only 58% effective, ranking significantly lower among communication platforms That doesn’t mean that eNewsletters should face the same extinction as their physical counterparts, but rather that marketers need to learn and follow best practices in developing, executing, monitoring and continually improving their campaigns. So, are you ready to rock your email marketing?  Then check out these 4 tips… #1: Develop your Database The first step towards delivering quality eNewsletters that boost your business, is developing a targeted database. With the relatively new CASL (Canada’s Anti-Spam Legislation) regulations strictly monitoring the way businesses reach out to their email audience, it’s absolutely crucial you invest time into building a legal list of contacts. You might think that buying a list is the fastest way to prospect profitability, but it’s the exact opposite. Even if the contacts in the database meet your target audience profile and could really use what you offer, people hate getting emails from companies they don’t know.  Sure they may have opted-in to emails from some other company, but not yours.  And by the time you’ve emailed them, they’ve probably been spammed to death by other list buyers. So don’t spark the spam police and alienate prospects with quick and dirty email tactics.  Engage customers and prospects through their favorite channels and social media networks with content that educates, engages and entertains.  Wrap that up with contests, offers and giveaways (that require them to provide contact information to participate),  and you’ll have a high-value email database that will help fill your sales funnel. #2: Do the Prep Work Like any content marketing program, planning and preparation are paramount to success. Setting up an effective content and eNewsletter delivery calendar can take some time, but without one, your eMarketing efforts will not have the impact or results you desire. Ask yourself these questions and do the research to find out the answers if you don’t already know… What is your goal for your eNewsletter?  This should drive your “Call To Action” (CTA) in communications with your audience. What topics are more likely to attract your...

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