If you aren’t serious about dialing in your email marketing campaigns, you may be missing a HUGE opportunity. With active email accounts set to hit 5.6 billion this year, email marketing is more powerful than ever.
More and more, the internet is feeling like a collection of algorithms, cramming ads down the throats of users as they navigate to the content that interests them. Email is different - it gives consumers control and allows them to opt-in to receive information from the brands that matter most to them.
In our experience, there’s a right way and a wrong way to leverage email marketing to grow your brand. Here’s what you need to know.
Successful email marketers are perceived as helpful and interested in the unique needs of the recipient. That’s why we don’t recommend buying a list of email addresses off the internet. Sending an email to someone that didn’t request to be on your list is like showing up to a stranger’s house and asking: “What’s for dinner?”
A ridiculously high percentage of your messages will be flagged as spam – meaning your email address could be blacklisted. Plus, you’re making the wrong impression for your brand.
Instead, leverage your website to invite visitors to sign-up for your email newsletter. You can even ask the individual signing up what they are most interested in about your brand.
In return for signing up, you should offer them something of value right away – we call this an “opt-in offer”. Examples include in-depth case studies, special discount coupons or VIP access to behind-the-scenes information – delivered directly to their inbox upon signing up.
You don’t need thousands of email addresses in order to run a successful marketing campaign. What you do need are email addresses for potential customers that value what your brand offers. The quality of your list is way more important than the quantity.
Invest real effort into the content you’re sending out. The reader should feel like you took the time to fill them in on something that’s vitally important to them. When done correctly, your email recipients will wait with anticipation for your next message.
All of this contributes to a positive brand experience.
The first email message was sent in 1971. Technology has evolved a lot since then. Yet email is still considered the gold standard in digital marketing. Why?
Fratzke Media works with brands everyday to help them master the 8 Channels of Digital Marketing – including email marketing. If you need help, we’d love to partner with your brand.
Co-Founder & Head of Operations
Whether you’re looking for help with a single project or a long-term strategic partnership, Fratzke Media has the resources and expertise you need to help you achieve more with your Digital Marketing.
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