As part of your ongoing marketing strategy, it’s so important to continually update your target audience with informative messages about your products and services. This helps build brand awareness, encourages prospects to engage and improves customer retention.
This is where email marketing can be so effective. Email communication acts as advertising for your virtual shop window.
To help you make the most of your email communication, here’s three tips when considering email marketing as part of your ongoing digital marketing strategy.
1. Talk to your target audience
When you write your emails think about your target audience. Its’s good to think that you are sending your email to one person so you can make content really personal and relevant.
Understanding challenges of your audience and providing solutions to this in the content you email out will help with engagement and position you as a thought leader in your field.
Our blog on creating an online persona can help you create content targeted to your audience.
Remember to offer useful tips and advice, industry insight as well as highlight any relevant offers you are providing that may help their business.
2. Data cleansing
COVID-19 will certainly have impacted your email distribution list. You may have noticed a higher bounce rate then perhaps you have done previously. This will be due to businesses changing staff, furloughed staff and unfortunately companies having to reduce employees.
Monitor the bounce rate and update your list. It’s better to have a smaller, targeted email list with qualified and quality contacts than a large list of emails that don’t reach a recipient.
Make sure that your emails are GDPR compliant. Ensure that you have a clear unsubscribe option. If you have an email sign-up pop-up box on your website to gather data then ensure that you are transparent in that you are using their email address for your e-newsletter updates.
We can help you with adding this call-to-action to your website if you’re interested in growing your email distribution list.
3. Be consistent
As part of you content marketing plan factor in a weekly or monthly e-newsletter. Whatever you think you can manage to ensure that you keep consistency. If you send a monthly round up of news, then send this during the first working day of every month.
People will start to look out for your news round-ups and they will be familiar with your email template design.
For your design make sure that you have clear calls-to-action for people to click to ‘read more’ or ‘download our ebook’. Make sure that you send the recipient to a clear and concise landing page on your website to help reduce bounce rate.
Email marketing Croydon
Get in touch with us at Smart Cow to discuss how you can incorporate email marketing into your overall digital marketing campaign, tailored to your audience.
As an inbound marketing agency in Surrey, we offer digital marketing for accountants and other local businesses.