Email marketing is a tool that has been around for some time. The reason that it’s endured for so long is that it is a highly effective tool. 76% of subscribers will buy something from a marketing email. Social media marketing doesn’t even come close and is a lot more work.
Why wouldn’t you want to leverage such a useful tool in your own business? But, before you rush out to get your next campaign started, check out the rest of this post. In it, we’ll go through some top tips for boosting your results.
Do you create one campaign to send to all your subscribers? That might have worked ten years ago, but modern consumers are a lot more discerning when it comes to what advertising they’ll put up with. Our modern schedules are so rushed that most of us have no time to entertain marketing messages that are not relevant to us.
If you’re constantly sending out generic emails to everyone on your list, you’re basically giving your subscribers more motivation to unsubscribe. If, on the other hand, you take a more targeted approach, your subscribers will only receive messages that are relevant to them.
They’ll think that you, as a company, know them really well. They’ll also be more willing to open any new emails that you send out. Finish off with a targeted message addressing one of their pain points and you’re ahead of the game.
Start by creating the different personas of people who would use the product that you’re promoting. You’ll need to have a good understanding of why each different persona would want to use the product.
Say, for example, that you’re promoting security awareness training. Who would be interested in beefing up their cybersecurity? What are they looking for in their new software? You’re bound to get interested from small businesses, larger businesses, and possibly even a few individuals.
Each campaign would have to adopt a slightly different approach. You might, for example:
· Focus on the dangers of data breaches for smaller companies
· Highlight the comprehensive benefits of ongoing training for large corporates
· Focus on the valuable experience and resume-worthy skillset that an individual would learn about.
It is a bit more work up front, but the results are more than worth it. By creating a campaign tailored to a specific subset in your subscriber group, you’ll find that you get a real and measurable improvement in your click-through rate.
Why waste time sending out endless campaigns? It’s far more effective to spend more time upfront on campaign creation because it allows you to choose the right benefits to sell to the right clients.