19 Jan Two Email Marketing Best Practices for 2015
The new year is upon us, and as we head into the latter half of January, it’s time to take stock of a few best practices we can implement to improve our email marketing campaigns this year.
All in all, we don’t anticipate a radical change in the way email marketing is handled this year. Improving our results will be more about fine-tuning our best practices, to ensure we are doing everything the right way – the best way we possibly can.
Figure Out the Purpose of Each Email
One of the first things we need to do is to figure out the purpose of each email we send out. Each email needs to have one, singular purpose, including any of the following:
- Top of mind: Designed to keep your brand at the forefront of your target’s mind.
- Re-engagement: Presenting something new – or something old in a new way – to get back in touch with your audience after a prolonged period of no contact.
- Educational: Used to build your authority with a target by teaching them something, often using facts, data, “how-to” guides, and other information.
- Promotional: Emails that offer a special promotion or discount. Frequently used with products and services.
- Training: Teaching your audience how to better utilize your products and services, most often if they already have one
If you know what the purpose is, you can fine-tune the email to better fulfill that purpose.
Set Up a Drip Campaign
Another way to hone your email marketing campaign in 2015 is to set up a drip campaign.
Businesses tend to take a haphazard or random approach to sending out emails. A drip campaign offers a more structured and organized way to intentionally send out the right email at the right time, depending on where your target is in the buying cycle.
For example, you can start with a simple intro email. If it is opened and a link inside is clicked, you can send them more information with a white paper, or a follow-up email better explaining the product or service you highlighted.
Then, you can send them a video to keep up their interest – or, if you think they are ready for a contact request, you can try to schedule a call or a meeting.
If they don’t open your intro email, try sending them an engaging video. If they open that, and view it, you can follow up with a second email or send a white paper.
Try and link together a chain of emails that bring your customer along steadily as their interest increases in your business. You want each subsequent email to offer a little bit more, until you think they are ready for you to begin to close the deal.