Perhaps thought a little old school, email marketing is not to be underestimated. How we search for products and services has certainly shifted over the years and even more so in 2020. We’re not strolling to the shops like we were. More people have discovered online shopping and searching for the services they need. And, we’re becoming reliant on advertising that we choose to see rather than being forced upon us.
Stop and think for a moment about all the digital marketing options at your fingertips to reach potential customers. There’s a long list including social media, website, pay per click advertising through to blogs. With this in mind it makes sense to add email marketing to the mix of tactics to help widen your reach.
Looking ahead to 2021, with renewed hope, now is a great time to get your marketing strategy in order and look for a cohesive approach to getting your message out there. Here’s some tips to help you along.
Repurpose your content
If you’re only just embarking on email marketing, don’t think that this means you have to write more content than you have time for. Be clever with what you have.
We would always recommend a client has a blog or news page on their website as this provides a great way to add fresh content and regularly. This is perfect for a Search Engine Optimisation strategy – read more about SEO here.
You need to optimise your website to help it be seen in search rankings so with a blog already on the go, just repurpose what you have already written for email marketing. In fact, repurpose for all your marketing where you can. For example, you can breakdown content from your blogs into loads of social media posts and schedule in advance via a social media platform such as Hubspot.
The purpose of your email marketing, as with all digital marketing, is to attract people to your website. So, write a short intro based on the blog and add a bold call to action button saying ‘read more’. This entices the reader to get more information by reading the rest of the blog. What’s key is that it must be interesting to get a prospect to read on. Read our blog on content marketing to help you write engaging content.
So, think about what your target audience is interested in learning more about. Then write about it.
Email design
We’ve jumped ahead slightly, as before you can add your content you need an email template design.
All you need to do is design the initial template, you can then just add the content and relevant images every other time you distribute an email. You can either brief a digital marketing agency to create the template for you and manage the distribution. Or, you can create a template yourself using the many email distribution platforms available such as Mailchimp and Hubspot.
Frequency
Set yourself a goal of an email once a month to send to your opted in database (read more about being GDPR compliant here). What’s most important is that you keep up the regular emails so that people can learn to appreciate and trust your brand with its consistent and insightful messaging. Remember that people have to opt in to receive your emails so they are warm leads and have chosen to hear from you.
Email marketing Consultant Croydon
- How to use email as part of your marketing strategy
- What to check before you send your next email marketing campaign
As a digital marketing agency in Croydon, we’re able to offer businesses across London with inbound marketing support for improved lead generation. We use a range of tactics including web design and development, email marketing, SEO, Pay Per Click (PPC), social media management through to CRM and marketing automation.