If you want your business to reach the highest levels of success, you have to improve quality and relevance of your email campaigns.
This process starts with determining the purpose for your campaign. Then, you must immediately identify your target audience. Once you know who will be receiving your messages, you must then determine the types of messages that you will send to that audience. Next, you must know what types of email campaigns you may engage in and when it is appropriate to use a specific type of campaign. You must then determine the type of content that you will share and how often you will contact your target audience.
This week, you will learn the final step in creating successful email campaigns is to create an informative blog that may be used to further enhance communications with your target audience.
What is a Blog?
A blog is a type of online journal. It is an area on the internet that allows you to express yourself and share information with the entire world. You may share your thoughts, your deepest secrets, and/or your passion – the choice is yours! A blog is a type of website that you update on a regular basis. Many may elect to update a blog daily, while others elect to provide three to four updates weekly.
If you are running a promotional email campaign for your business, it is obvious that you have news or other types of information to share with others. This means that you absolutely need a blog. A blog will allow you to share information with your target audience whenever you like – without bombarding them with a ton of emails!
Why Use a Blog to Communicate During an Email Campaign?
At this point, you are probably wondering why it is important to use a blog to communicate during a promotional email campaign, right? Well, as mentioned a bit ago, you may share on a blog as often or as little as you wish. You no longer have to worry if you are sending too many emails or if you are sending too little. Yes, you should still send out those emails, but, you should supplement the emails with high-quality information on your blog.
When sending an email out, you are limited by the amount of email addresses that you have. When creating a blog, there is no limitation to the amount of readers that you may reach! In addition to this, when you have a blog, you are not restricted to the topic. When sending out emails, you are restricted to the topic. This provides you with a wonderful means of sharing even more information with the world!
In the past couple of weeks, we have expounded on the fact that, by improving the quality and the relevance of a promotional email campaign, your business may reach new levels of success.
First, you must determine the purpose and the intent associated with the promotional email campaign. Next, you must be certain to define the audience that your business is attempting to target. Then, you must determine the type of message that you will send out to your target audience. Finally, you must know what types of email campaigns exist and when to use them.
Examples include purely promotional, newsletters, and standard email. This week, we will discuss developing "the mix" to create successful email campaigns. Essentially, this means determining what type of content you will share and how often you will share.
The true underlying purpose of any email campaign is to build long-lasting relationships with potential customers and maintain the relationships that have currently been built. It is imperative to ensure that, despite the fact that you are running a promotional email campaign, that not all of your content is promotional in nature. You will want to combine editorial-based content with the promotional content to balance your messages out a bit among your subscribers.
You must determine what type of content will aid in building relationships with your current customers and what type of information will encourage prospects to become your customers. The following outlines questions that you may ask yourself that will aid in the construction of suitable content for your email marketing campaign:
Frequency of Contact
Once you have an idea of what type of content you will share with your readers, you should then determine how often you will contact your target audience. All online marketers know and understand that there is a delicate balance between communicating too often and not communicating enough. If individuals have opted-in to your email list, they are willing to receive communication from you; however, do not overwhelm them with too much information. If you do, many will opt-out from receiving your content.
If you must blast your information in short intervals, provide a combination of promotional and informational content. No one likes to be “sold”.
We thank you for continuing our series, Improving the Quality and the Relevance of a Promotional Email Campaign Leads to Success.
Last week, you learned that a strong email campaign has the potential to result in massive levels of success for your online business. You learned that it is necessary to determine the purpose and intent of your promotional email campaign. You also learned that it is necessary to define the audience that you are attempting to target.
This week, we will outline the importance of choosing the type of message to fit your campaign.
When creating a promotional email campaign, you should create and send messages that are relevant to the purpose and intent that you learned about in last week’s installment. For example, if you are targeting those that have signed up for your emails after purchasing a product and/or service from your business, you should send the audience a distinctly different message than the one that you send to those that you are attempting to encourage to purchase your products and/or services.
In most instances, subscribers may be described as informational seekers, seekers of specials and freebies, and confirmed buyers. The goal of each message you send is to promote by building trust; however, if you are sending messages to informational seekers, you should provide more information and less promotion.
If you are sending messages to seekers of specials and freebies, you should ensure that you offer more specials and freebies. If you are sending messages to confirmed buyers, you should promote more products and/or services.
Types of Email Campaigns
If you are attempting to improve the quality and relevance of your promotional email campaign, it is important to understand that there are, essentially, two main types of campaigns.
The first type are purely promotional. The second type is newsletters.
Newsletters may be sent out on a regular basis – such as daily, weekly, or monthly. Promotional emails, on the other hand, should be sent out less. You do not want to seem as if you are trying too hard to push a sale or promote your products. Instead, you should use promotional campaigns to help a potential customer know that you know the problems that they face and may aid them in overcoming those problems.
Newsletters are the types of emails that should be sent out if you are seeking to share information about your company, and other types of similar information.
While mobile devices are increasing in popularity and social media platforms are growing as the preferred method of communication among consumers, nearly 90% of all potential customers still prefer email. These individuals typically check their email several times daily.
In a world of rapidly-evolving innovative, email is a consistent. That is, most people still have, check, and use their email addresses regularly.
Technology forecasters and other experts expect this to remain the same for several years to come. Why not harness the power of email?