Don’t make digital marketing strategies harder than they need to be. Many in the industry like to throw around fancy terms to show off their big, big brains and make you think there’s some mystery behind digital marketing. But trust me – it doesn’t take a rocket scientist to pull off a successful e-marketing campaign.
Take email campaigns. The idea is quite simple. You send a targeted email to a select group of people who you want to inform about your product or service. Let’s assume you’ve already got a good, current list of email addresses whose owners want to receive messages from your business. In technical jargon, they’ve “opted in” to your messages. (Building an email list is a topic for another day. It can require a bit of expertise and know-how.)
So, if you have the list, read on to find out how to make your email campaign resonate with your potential customers.
Useful content
Creative, innovative messages give potential customers a reason to open the email. A dull, lackluster or overly salesy email is sure to either go unread or reach the trash box. That’s not to say you should pepper your emails with exclamation points and insert a dozen flashing, animated GIFs in the layout.
Instead, provide helpful information and entertaining content. Make readers laugh, make them cry. Give them information they can use and inform them of trends. You’re trying to stir emotions and get readers to think about how your product or service can make their lives easier or more fulfilling. The end goal is to drive your customers to act – to buy something or contact you for more information. And, if you provide information or tips that are really truly helpful, there’s a good chance the email will be forwarded on to others in the recipient’s contact list.
Precise, informative subject line
The subject line is the first thing readers will see when they receive your email. Based on the relevance of the subject line, readers will decide whether to open the message or not. Don’t make false promises or overstate what’s included in the message. You’ll just make people mad and damage your reputation. And, it shouldn’t be a blatant sales pitch. Those usually get trashed immediately.
The subject line should elicit an emotional response with the reader, so the email’s got a better chance of being opened and read. Here are some examples of subject lines for a tax preparation business:
OK: Save $$$ when you file your taxes with us!
Better: Let us make most of your 1040
Best: 5 tips for getting a bigger tax return
Don’t Oversell
Avoid obvious sale pitches in your email marketing efforts. Your focus should be on highlighting your brand’s attributes and what makes you an expert in your specific niche. Of course, the ultimate goal is to sell your product or service, but keep the sales messaging to a minimum in the majority of your emails. Otherwise, your readers will grow tired of your constant attempt to sell them something. Your messages will become white noise that’s quickly ignored. If you’re having a special sale or promotion, it’s OK to tout it – just make sure the majority of your messages are informational and relevant.
Less is more
Sending too many emails will have your potential customers scrambling to find the “opt out” link before can blink an eye. If a customer has entrusted you with his or her email address, don’t risk your relationship with email overkill. Even if the content you’re providing is helpful, relevant and informative, when there’s too much of it, it will be perceived as SPAM.
The frequency with which you send emails will vary depending on your unique business and your goals. However, sending more than one email a day – unless it’s part of a short-term, well-communicated campaign – is probably not the best idea.
To learn more about launching an email marketing campaign, contact me at [email protected]. Or visit my website,
You can read my thoughts on how even the smallest businesses can grow profits using digital marketing strategies. “Innovative Digital Marketing Strategies: How To Make Your Small Business Profitable Without Paying For Advertising.”
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