Email Marketing Keeps Your Brand Top of Mind
Email marketing is a highly impactful practice that is both direct marketing and digital marketing. At its core, it is simply the use of email to inform your target audience about your products, services, and special offers.
While email marketing is an effective sales tool, it’s also a great way to keep your customers engaged with your brand between purchases so that when it’s time for them to buy again, the first name they think of is yours.
Do Email Marketing Campaigns Really Work?
Short answer: Yes.
Longer answer: An email requires some kind of action from the user. They must either read it, delete it, or archive it. (There’s also the fourth option: Ignore it. But most people can’t stand having a bunch of ignored emails cluttering up their inbox.)
This requirement of action is part of the reason email marketing is so effective.
Another reason it tends to work well is that it serves as a line of consistent communication between your company and your audience. Not only are you staying in front of them by showing up in their inbox every once in a while, you can also use an email marketing campaign to drive traffic to your social media accounts or a blog post you wrote recently.
If you want to send targeted emails to specific parts of your audience, you can get really granular by segmenting your email addresses within your email marketing platform. This will allow you to craft a custom subject line that matters to the person receiving it, which will increase your open rates and click through rates.
Get In TouchThe Challenges of Creating an Effective Email Marketing Campaign
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The Dreaded Spam Folder
Even if your audience’s email service providers don’t automatically sort your marketing emails into a separate folder, there’s always a chance that your recipient will mark your email as spam—and with as many emails as most people get in a day, your email campaign needs to offer genuinely valuable information if it’s going to avoid instant deletion.
Everything from your subject lines to your landing pages should be to-the-point, super professional, and tailored to the audience. Otherwise, your marketing efforts are probably going to waste.
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Slow Load Times
Many promotional emails make the fatal mistake of overloading their message with too much clunky content. This can result in the email taking a long time to load (and by “a long time” we mean more than 2-3 seconds) or even not loading at all.
Most people get so many automated emails that even if they’re interested in yours, if it doesn’t load quickly, they’re likely to lose patience and delete it.
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The Popularity of Email Marketing Automation
Even if you have an ultra-targeted email subject line and your audience has been specifically segmented, you’re not the only one out there using email marketing as a part of your overall content marketing strategy. A lot of your competitors are doing the exact same thing, which means you’re fighting a lot of noise.
In order to attract your audience’s attention (and keep it), you need personalized emails that engage subscribers by providing high-quality content such as helpful information or attractive promotions.
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Lots of New Subscribers, but Few Long-Term Subscribers
If you offer instant rewards to customers simply for signing up for your company’s email newsletter, your next challenge is to keep them engaged.
Often, people will sign up for emails just to get the 20% discount or the free shipping on one order. Then, after they have redeemed their reward, they’ll unsubscribe and lose touch with your company.
While they may be in your database now, they have little to no customer loyalty to you, which means they’re not really adding any value to your subscriber base.
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Design and Functionality
People can access their email on a broad range of devices—mainly phones, tablets, and computers. This means that your email marketing campaigns have to be designed in a way that presents well on a multitude of different screen sizes and operating systems.
If you’re not creating an intentional design, you may end up with missing images, a wonky-looking signup form, or other formatting problems that send your email straight to the trash folder.
Types of Email Marketing Campaigns
The first step in an effective email marketing strategy is to decide why you want to email clients with information.
- Are you hoping to drive sales or do you simply want brand recognition?
- Are you more concerned with click through rate or open rate?
- Who are you talking to? Is your audience made up of other small businesses, or are you speaking to the general public?
- How will your email marketing tactics tie into your efforts on other marketing channels?
Once you know the answers to these questions, you’re ready to determine which type of email marketing will help you meet your goals.
Some of the most popular types of campaigns include:
- Newsletters—These typically include a variety of information and are sent out on a regular basis, such as weekly or monthly.
- Lead Nurturing Emails—Usually a series of emails, this method targets a specific audience by building their interest and hopefully converting them.
- Confirmations—These emails are sent to a customer who has purchased an item or signed up for something. It reassures them that their action was recorded.
- Invitations—Often used to announce the launch of a new product, an upcoming event, or a new seminar.
- Promotional Emails—These are the most common type of email marketing and tend to be generic in their messaging.
- Seasonal Emails—Companies often have special sales or promotions around the holidays, and may send out an email to their database with relevant information.
Surveys—Businesses love to get feedback from their customers, and survey emails are one of the fastest, most effective ways to hear from your email subscribers.
Choosing an Email Marketing Software
When it comes to selecting a platform for your email marketing, you have your choice of companies that will help you create, automate, and track emails.
Be sure you choose one that will help you develop effective lead magnets that feed your sales machine with high-quality leads, both on mobile devices and desktop computers—anything less will likely be a waste of your time and money.
Email Marketing Services with Uptick
There are a lot of email marketing companies out there, but most of them don’t provide the personalized email marketing service you want—the kind that gets results by creating great content, analyzing the results, and making changes based on data.
Our team can help you build email marketing campaigns that look professional on any device, earn the trust of your audience’s email service provider, and make your marketing efforts worth the investment.
As a bonus, we’ll share email marketing tips with you whenever we see something you could be doing better. This will help you learn more about the art and science of email marketing, and will result in a more effective strategy overall.
Contact us today to learn more about email marketing for your business.
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Contact Uptick Marketing Today
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If you’re interested in our other services aside from content marketing, such as graphic design or social media marketing, we’ll be happy to discuss that, too.
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