Email marketing certainly isn’t a new idea, brands and companies have long known the value of a well crafted email campaign when it comes to engaging with new and returning customers.
Email marketing certainly isn’t a new idea, brands and companies have long known the value of a well crafted email campaign when it comes to engaging with new and returning customers. In fact, in 2019 email remains one of the top communication channels, with around 99% of users checking their inboxes on a daily basis.
The beauty of having your company’s very own email marketing list is that once the work has been put into collecting email addresses then the resulting list is yours to keep, as long as consent is given. Every time a user submits their email address to your database you can think of the user as a warm lead; this basically means that you know the user is already interested in your product or service. This can be the key to unlocking a higher conversion rate and increasing your revenue.
Additionally, email marketing tends to give a very acceptable ROI, especially when you consider that email campaigns can be relatively inexpensive to get off the ground – more so, even, than social media which can come with unexpected costs. While some brands do thrive on social channels like Facebook and Instagram, it’s important to remember that your company’s social media channels remain the property of the platform and they can be shut down with little to no warning. This is clearly an issue if you have invested a lot of time and money cultivating an online presence through social media.
Should something like this ever happen then email marketing can be your saviour. To get the most out of email, you will need to start including it in your marketing plans and strategy as soon as you possibly can. Starting out with email doesn’t need to be a daunting task, and there are options available at almost any price point imaginable. As with most things in life, careful planning can mean the difference between success or failure, so give your email campaigns the best possible start with our useful tips.
- The first thing you should do before dipping into email marketing is to come up with an achievable and realistic plan of action and establish your goals. Think about why you want to include email marketing – are you drawing attention to a product or service with a view to increasing sales? Are you looking to keep your audience up to date and encourage them to engage with your latest news, articles and content? Your goals will heavily inform how you approach email, so be sure to think carefully about them.
- Secondly you need to think about how you will go about collecting and storing users’ email addresses for your mailing list. Recent changes to GDPR in the EU mean that it’s no longer acceptable to ‘scrape’ your customers’ email data or simply transfer a mailing list from one company to another. There are many ways you can collect contact details though, including having a ‘sign up’ button prominently displayed on your site, or following up a customer’s purchase with an option to sign up. GDPR is a big deal in the EU at the moment and refers to consent and positive opt-ins for mailing lists, we’ll cover this in a bit more detail in a separate article.
- Think about how you would like to encourage users to sign up. Most people respond well to being offered something in return for their precious data. Some of the most popular ways to encourage users to sign up to your awesome new mailing list is to offer incentives. You might like to try offering customers a discount on their first purchase if they sign up to your newsletter, or if your business relies on awesome content you can always remind users they can stay up to date with your content and insights by signing up. You can also offer incentives within the email once they have signed up, for instance you could include exclusive offers and information, or give your subscribers early access to promotions or new products.
- Once you have formed a good idea of the kinds of things you want to include in your email campaigns then spend some time looking at your site critically. The aim is to make it easy for users to opt in and sign up, so you might want to include a header bar, a slider, a well thought out lightbox, or perhaps simply put a signup option at the bottom of your content. There’s no right or wrong way to do this, it depends entirely on your site and how your users navigate it. If you’re not sure what’s best for your site then we can help to plan and implement this with you.
- Once you have decided whether your campaigns will be centred around newsletters, promotions or announcements and how you’d like your users to sign up you can start planning the content of your campaign. This is the fun part – you get to put your message out to your subscribers and cultivate something really meaningful. There’s a huge amount of choice out there when it comes to creating your emails each with their own benefits, but some of the most popular are MailChimp, ActiveCampaign and Hubspot. Before committing to any email creation tool it’s best to make sure it has all the features you want and a budget that suits your business. We always recommend doing your research before forking out!
Enlist the experts
You should now be well on your way to creating your first email marketing campaign and have a good idea of how everything will look and more importantly how it will all come together. If you need a little help getting your email campaign up and running with sign up functionality then do contact us and we can get the ball rolling.
In the early days, social media was used as a means for people to speak to each other and so it became hugely popular with younger generations very quickly.
In the early days, social media was used as a means for people to speak to each other and so it became hugely popular with younger generations very quickly. It wasn’t until a few years had passed that brands and businesses began to see the commercial value in using social media to engage with their audiences and sell products. You could think of this as a commercial revolution which has changed the way we do business online forever.
It’s not uncommon to see new brands appear and shoot to superstar status in a matter of months, and influencer culture has a lot to do with this. If you can get the right people to ‘stan’ your brand online then it opens a lot of possibilities for you in terms of exposure, reviews and collaborations. There are a few things which help determine how well your brand is received on social media by both influencers and customers.
Firstly, in order to be a social media success your brand needs to offer a great product or service. Once you have a product or service that you’re proud of, you will then need to market it properly. The very nature of social media is highly visual and facilitates storytelling, so it is effective use of digital assets and an authentic which sets your brand apart from the competition.
With 45% of the global population and 80% of major brands being active on social media, it’s quite a saturated environment. The majority of us, over time, have become desensitised by this saturation; unfortunately this does mean it’s becoming harder and harder to grab our attention. Fortunately, there’s a well-known and relatively simple way to help you get around this: make sure your images are absolutely on point.
The best way to do this is to employ a professional photographer who do an awesome job of photographing your products, premises and even your staff portraits. Having said this, modern phones and a few online tutorials can have you taking decent shots in no time at all – great if you’re on a tighter budget. You should aim to create a ‘feast for the eyes’ which catches the attention of new and returning customers.
It can definitely help to see what kind of images your market competitors are using, but remember that the idea isn’t to copy their style. You should try and inject personality into the images you choose, it can help to draw inspiration directly from the style of your product packaging and your website. For example, if your product packaging is minimalist then look at minimalist photography styles to use on social media.
One of the most important tools you can bring to your social media game is authenticity. More than anything these days, customers want to see that there are real people behind their favourite brands and social media is exactly the place where you will want to be yourselves. This means you should not only caption your images and posts in a personal, conversational way, but you should also respond to comments and messages in a similar tone of voice.
At some point during your brand development, you should have determined the kind of persona your company has. Use this persona to interact with followers and fans online and don’t be afraid to try a tongue-in-cheek approach when appropriate. Remember, some of the most successful social media campaigns of all time revolve around a little friendly banter! If you want to inject a bit of back and forth into your social media interactions just remember that less is more – it can be tempting to overdo it, but you must resist the urge.
When paired with gorgeous, characterful photography an authentic voice can help you to craft a story about your brand on social media which plays on people’s natural curiosity. With time and some careful cultivation, you might find that social media becomes a vital channel for your brand.
Put Yourself Out There
Putting yourself out there makes it a lot easier to connect with your loyal customers as well as helping you find new ones. It is a fairly standard practice to include links to your social media profiles from your website. These can be built into pages and are especially helpful when placed in your blog section where they encourage users to explore more of your brand.
As a rule of thumb, try to limit social media posts to one per channel per day while your follower count is on the smaller side. Larger accounts with 10,000+ followers can get away with posting more frequently without your audience feeling like you’re filling up their timeline with marketing posts.
Perhaps most importantly though, remember that social media is a dynamic landscape and change can happen quickly. It can really help to keep an ear to the ground and keep on top of the latest trends as they emerge, that way you can adapt your strategy as and when it is needed.