For many small businesses email marketing can be the key to success, but it needs to be done correctly in order to get past spam filters and make sales. The important factors of an email marketing campaign are content, design, personalization, and retention.
Content:
When you start thinking about your content you should really start thinking about why you’re launching the campaign in the first place. Your content should be tailored to your business, your industry, and your buyers. If you’re a business that sells to other businesses you should be putting forth business and industry for oriented content and offers. However if you sell directly to consumers, for example if you are in the clothing industry, you’re gonna want to be telling your content to focus on content that does not require industry specific knowledge. The key to a good marketing campaign depends on tailoring your content to the recipient of your email, and filling peoples inboxes the things that are relevant to both them and you.
Design:
Poorly designed emails are difficult to navigate and rarely lead to a sale. It’s really important no matter what your industry is to have a well-designed email that reflects your brand, reflects your industry, and reflects the content of your email. Design is key to user experience and user experience is the key to success. A well designed email should be visually easy to navigate, it should organize the information in a way that makes it easy to understand, and it should accurately reflect the visual aesthetic of your company.
Personalization:
Depending on your industry personalization is vital to an email marketing campaign. Personalization is important because it is one of the means by which to navigate around a spam filter. Additionally, humans are more attracted to names than they are to brands names in their inbox. Obviously if your email is strictly promotional for sales, for example if you are a clothing company advertising a sale, you would likely not use a personal name in the sender line. However in small businesses, because they are often more personal and connected, using a personal name in place of a brand-name is often more acceptable and important. Using personal names is also hugely important in Call-To-Action campaigns. So, depending on your industry, consider email personalization. While it’s not always necessary, it can make a big difference.
Retention:
Your email campaign cannot be successful if you don’t retain customers and clients. Performing analytics and using Key Performance Indicators on your campaigns is very important to assure the success of your efforts. For many companies, email marketing can be very useful. However, it’s important to track that usefulness to assure you’re getting out of email campaigns what you put into them.
At D&S Agency, we’re here to help you with all of your email marketing needs. Contact us at info@dsagencyny.com.
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