Email marketing is still one of the most effective channels to acquire customers, and a cost effective one, according to recent findings by McKinsey & Co.
So, how can SMEs leverage from well designed marketing campaigns?
Here are 5 tips:
1. Define your campaign objectives
Be clear on what you are trying to achieve.
Consider the following questions:
2. Target the right audience
Once you have identified your objectives, segment your audience. Decide whether to include just prospects or your client base too.
Consider key elements for your segmentationn including:
geography when content is localised and if you are targeting a specific country;
job title if you are aiming at raising your profile among a particular group of professionals;
your contacts' interests, if you are lucky to have this valuable data.
3. Ensure your list is accurate and legally compliant
Data is key. The more accurate your data, the better your response rates. This is important and ideally you shall have a data analyst to cross-check data quality and accuracy.
Make sure that your contacts have opted-in to receive communications - soft opt-in for existing customers - and be aware of EU legislation on this.
4. Create great content
Email marketing is very much about story telling - see 12 great examples on Hubspot blog.
Make your subject line snappy, your content clean and punchy. We all know the amount of emails we receive every day so you want your content to be concise and easy to read
Focus on your USP and offer free content
Position your calls to action clearly within the email body
Use videos and images to reach your audience more effectively. Video are one of the top trends in content marketing as showed by this infographic by MDGAdvertising
Decide the quantity and frequency of emails in your campaign and whether your require landing pages to capture data
5. Integrate your marketing automation with your CRM system
There are several marketing automation systems available on the market, from Marketo, to Eloqua, to Dotmailer, to Mailchimp, Hubspot, just to name a few.
Many of these can be integrated with your existing CRM system. Integration is key as it allows better reporting, greater intelligence and more effective follow up from your sales and business development teams.
So, get ready and start designing your next great email marketing campaign!
If you have any quesitons on email marketing and require advise, please feel free to contact us at email@example.com