With the reach and overwhelming popularity of social media, email marketing could seem like an afterthought. But it’s as prevalent and effective as it was years ago when the concept was a new marketing tactic. It can be challenging to master, but rather than learning through trial and error, the tips below will provide a comprehensive guide that you can follow to get the most out of your email marketing campaign.
One of the first things you’ll have to decide on is the purpose of your emails. Are you looking for customer engagement, clicks to your website, or sales? (If you’re just looking for a way to share random thoughts with the world, a personal Twitter account is probably a better choice.) As for business strategies, there are a few things to take into account when it comes to email marketing.
Commercial emails are the most traditional type of marketing email, sharing weekly news ranging from offers to discounts. You can use these to entice the more impulsive consumers to buy or to make special announcements.
Loyalty emails tend to reward customers who are long-time clients but could also give new customers the impression that you’re a brand worth following. They could also serve as a reminder of promotional discount they’re entitled to, or a summary of their points or loyalty account.
Informational emails keep customers up to date on the business, letting them know what’s going on with the company and what’s coming up. You can also ask for feedback on products or events, allowing a two-way communication with the client base – customers are kept in the loop on the business, and the business learns about the customer’s wants, needs, and opinions.
Location emails are a great way to let followers know where they can visit your store or location, or about grand openings of any new sites.
Another big question in email marketing is determining the best time to send them out. Since this isn’t telemarketing, you’ll have much more leeway in when you decide to click ‘Send’ on your latest marketing message. Rather than emailing customers at a time when they wouldn’t be receptive, why not optimize engagement?
According to data compiled by CoSchedule, there are certain hours and days that prove to be most effective in terms of engagement. Tuesday is the best day to send emails, followed by Thursday, then Wednesday; being stuck in the middle of the weekly grind makes your target audience receptive to any sort of break from the minutiae of their day-to-day. As for the best time of day, try later in the morning at around 10 a.m. By then, most people have had a chance to settle in with their coffee or tea and go about their usual routine – at this point, they’re more receptive to things coming their way. Other proven effective times for emails are 2 p.m. and 8 p.m. While these statistics have benefitted other companies, it may not be as effective for you. If your marketing emails aren’t yielding any positive responses, try changing it up until you find the most effective time to reach your customers.
You can also avoid any hassles or potential stress by automating your emails with one of many organizer apps. Mailchimp allows for up to 12,000 emails per month to a list of up to 2,000 contacts, all for free. A paid subscription to the service boosts those numbers even higher, and also adds other helpful services to help you monitor how you’re doing. Doing some research will help you find the best service for your specific needs.
Consider changing up your email format from time to time with a blog written by you or someone on your staff. Email marketing shouldn’t feel like a chore, but rather an opportunity to engage with – and learn from – your audience.
Alex Correa | Senior Writer