During the summer of 2019 Lunar Desk Management hosted Cindy Angulo as a digital marketing intern. Cindy is a recent communication studies graduate of California State University. Cindy is currently focused on working in social media marketing, learning, and writing about the industry.
Email may be one of the oldest communication methods used in modern marketing, but it remains one of the most effective messaging channels. Businesses are using email marketing to engage with their audience and create conversations effectively through sending the right email. Campaign Monitor conducted a survey and discovered that U.S. respondents prefer receiving email updates from brands, and 52% check their personal email more than 10 times a day. Regardless of what industry you’re in, the best way to keep in touch with prospects and customers is through email marketing. By sending the right email, your business will build trust, develop a relationship with your audience, and in turn, this could lead to a growth in revenue. Remember that email marketing isn’t always about selling a product, it could also be educational and serve as a resource for information.
Beginning an email marketing campaign is no easy task, but we’ve provided some essential tips to make that task a bit easier! Before you send out your next email marketing campaign, use this as a guide to check off what components you may be missing.
Sending the right email: Goal Setting
There is no doubt that email remains the favorite method of receiving communication from brands and companies. It’s essential to understand these two things before sending the right email: 1) your goals or your “why” and 2) understanding the value you’re delivering to your audience.
Understanding your goals will set up the right expectations, and with the correct information, your audience will see the real value in your email. Identifying goals for each email will help you decide how the email should look, and it also allows you to track the success of the campaign. With the help of context, the message could be received as providing value which then builds trust between your business and your audience. This email marketing strategy could then serve as a template for future email campaigns.
Sending the right email to the right person: Segmentation
Segmentation, segmentation, segmentation! Your best friend when it comes to having relevant content. Segmentation is the process of using specific data to separate email subscriptions to tailor a unique message to the right audience. This creates relevancy with your target audience. By segmenting your emails, your campaigns become more relevant, and in the long run, provides value to your audience. According to Convince and Convert, promotional emails have a higher chance to influence purchase decisions amongst Millennials because of segmentation.
Sending the right email to the right person at the right time
Knowing and understanding where your contacts are in their buyer’s journey will allow you to provide value when delivering your content. The buyer’s journey consists of three stages: awareness stage, consideration stage, and decision stage. It is essential to connect the right content to the right person based on the time of where they are in the buyer’s journey. By focusing on relevancy, the stages of the buyer’s journey, and user-activity could provide the timing of when your content should be delivered.
It is also important to note when not to send emails. Don’t make the mistake of sending emails that are intended for specifically segmented leads to those it wouldn’t be relevant to. Remember to always double-check your work and or have another pair of eyes proofread your email before hitting send. Also, don’t be afraid to conduct tests before sending out the final copy.
Following this formula of sending the right email to the right contact at the right time will not only be valuable to your customers but will help grow your business. Happy emailing!