How to Create Relevant and Timely Email Campaigns
A lot of people are shying away from email marketing recently and it’s not necessarily surprising, given the way email has been abused by companies for marketing in the past. The unsubscribe button is a necessary evil, and some of us have to use it far too often.
But don’t write the email campaign off just yet. When done correctly, email marketing can still be very effective. Here are a few ways to create email campaigns that won’t send your email list running frantically to the land of unsubscribers.
Understand that Your Email List is a Privilege
Email marketing is not dead. Regardless of how annoying it is when companies take advantage of their email lists, the fact remains that 91% of consumers check their email on a daily basis. This makes email one of the top communication channels available to us for marketing.
As you create your email campaigns, keep in mind that when people open that door for you, it is a privilege, not a right. And they can revoke that privilege at any time. Use it wisely.
Treat Your Subscribers like Real People
What did your customers sign up for when they subscribed to your emails?
Deliver what they’re expecting to get. And always make sure if you’re showing up in their inbox, it’s because you’re offering them something useful. Your email campaigns should be centered around the recipients. Don’t overload their inbox with information that is completely irrelevant to them.
Use Predictive Automation and AI (Strategically)
Artificial intelligence and predictive automation can be amazing tools for businesses when they’re used strategically.
Again, executing this correctly comes down to respecting the inboxes of your audience and using automation to send relevant information based on each stage of the buyer journey.
In short, use automation to enhance your customers experience, keeping their needs in mind rather than the need to increase your sales.
Don’t be Pushy
In the world of email marketing, pushy hard e-sells simply are not effective. Today’s consumers (especially younger generations) are almost immune to these sales tactics and respond much better to authenticity.
Avoid using aggressive sales tactics in your email campaigns. Stick with non-intrusive emails that add value for customers. This will help to establish long term relationships built on trust. You’ll be grateful for those in the long run.
How to Get Started with Email Marketing
If you’re just getting started with email marketing, the best thing you can do is keep it simple.
Treat your email campaigns like a conversation you’re having with a friend or family member and make sure to always treat that conversation with respect.
In the beginning especially, it’s also important to have a plan. Your subscribers should know exactly what they will get when they sign up for emails with you. Make it easy for them to sign up, and always deliver exactly what you’ve promised them.
As you earn their trust, you can ask for more and incorporate new tools to improve your interactions. For now, however, focus on building the relationship (and have patience).