Email marketing is an incredibly important basic marketing tool. These days services like Constant Contact make it easy for businesses to keep up with customers via email.
Effective email marketing doesn't just send out your message, it creates value which builds trust with your customers.
This requires an up-front and long-term investment by businesses which many are not willing to put forward. However, when businesses create value first, their sales naturally rise because they receive excellent word of mouth and content sharing across the internet.
Decisions Backed by Data
Just like online advertisements, email interactions can be measured. As a result of this data businesses can tweak their email marketing campaigns to perform better over time.
Without data, say as with print newspaper advertising, campaigns of any type reaching for customer interaction are simply aimless. However, to truly perform well with email marketing the right audience must be targeted in the first place, which means businesses must completely know their customers.
Crafting a Strategy
The first part of crafting a successful marketing strategy is completely understanding your customers.
If you do not, you can not provide them with content they deem valuable -- you can not speak to them -- which results in a lack of engagement and thus a lack of sales.
Start with the customers you already have and investigate how they found your website, what their interests are, and separate them into different customer segments. Don't take any customer for granted -- after all, they had to sign up to your mailing list.
If you don't prove yourself useful to them, they'll simply get their content from your competitors.
● Develop Content: Once you've discovered your customer segments or segment, you need to start developing your content. As previously stated, this content must be interesting to your users and must be sent at the right time. ● Determine a Schedule: If you send too much content in particular, but also in cases of too little content, your users will opt-out of your newsletter. These days customers are very wary of newsletters that waste their time either by providing irrelevant content or by browbeating them with content too frequently. This is why determining a schedule is important; without the right mix your emails will be off-putting.
If you properly plan out your email marketing strategy, you will grow your business with very little additional costs. The way you accomplish this is by first and foremost understanding your customers. What are their likes and dislikes, what is their general age range, how often do they want content, what type of content -- these are questions you need to answer in order to successfully boost the revenue or your business via email marketing.