How email marketing can grow your business
You may think that incorporating email distribution into your digital marketing plan as a bit old hat, but let us paint a picture on this cost effective marketing service for you. Think how you feel when you receive a letter at your home. You check your post every day and open letters addressed personally to you. You follow a similar process with your emails. Your phone is always at arm’s reach and when you get that notification you look to see what you’ve received – if anything to get rid of those red bubbles! But in doing so, you’ve clocked the brand – that’s helping with awareness. It’s then your choice as to whether you open and read, file or delete. But ultimately some impression on you will be made. But what makes an email campaign effective that can help to grow your business?
Newsletter sign up
First and foremost, you need a list of email addresses to distribute your content to. If you’ve already got your database sorted and it’s GDPR compliant then you’re all set.
But, if you do not have a list, one of the best ways is to make sure you have a newsletter pop up box on your website for visitors to sign-up to receive emails. But be very clear about what you’re capturing someone’s details for, as you need to be GDPR compliant (read about the ICO regulations).
You can also work with digital marketing agencies to help you with creating the pop-up box on your website or helping you to purchase a list. Create a CRM system too this will help you engage effectively with customers knowing their needs and and how bet to contact them.
Get to the point
So, with your GDPR compliant list you’re set to send an email. But wait, what are you going to tell your potential customers? Your content needs to be fresh, engaging and most of all worthy of someone opening the email and reading it. Really think about the news you are sending and question – “is it relevant to my target audience?”
The subject line is crucial. It needs to entice, engage, have meaning and stand out. Phrases such as “3 days left to save on your personal tax accounting fees” – it provides a hook to open the email.
Also, steer clear of keywords that will be caught by spam filters such as ‘free’ or ‘buy’.
Set the tone
By now you should have set up your target persona (check out creating an online persona to help with this). Therefore you’ll know the keywords and phrases you should be using, the tone should be a reflection on your accountancy firm.
Call to action
So, you’ve sent an email, so what. Make sure that the recipient knows what to do next. Make it clear and obvious what the ‘Call to Action’ is so they benefit from your email. Include trackable links to give you a picture of what’s popular and where leads have come from, e.g. links to blog posts, web pages, social media platforms.
Unsubscribe
You must always have an unsubscribe option in your email as well as a link to your privacy policy. While it’s sad that people may unsubscribe, see this as a positive. If people are not interested, then by making it easy to unsubscribe, you’ve cleared someone from your list that wasn’t going to engage anymore than that. Don’t alienate people by making it difficult, if they are not interested in what you have to say then that is their loss. Just focus on those who are interested. Remember, you need to be GDPR compliant, so transparency is important.
Images
Make sure your email template is easy to navigate but most of all you have enough pictures to make it interesting to look at.
Book a Practice Growth Session
To make a leading marketing campaign it makes sense to contact the experts; we are a email marketing agency in London. Get in touch to receive support in getting an email marketing campaign set up to help with your inbound marketing, then get in touch with us today.
We have expertise offering digital and email marketing for accountants and offer Practice Growth Sessions which are tailored for firms keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.