Want to build repeat business? Staying in touch with your client base through effective email marketing is the best way to build customer loyalty.
Some companies decide that the best way to handle email marketing is to hire a branding agency. This is worth the investment in some cases, but often you can build, design and launch an email newsletter all by yourself in a matter of minutes. Before you move forward in creating an email campaign, though, don’t forget to read our primer on when to send marketing emails and how surveys can help your business.
However, if you ever decide that you need a little help reaching out to people, Mammoth provides comprehensive email marketing services. And if you want to sign up for our newsletter, we’ll keep you posted on digital marketing trends that can help you out.
Here are the basic building blocks for launching the perfect e-newsletter campaign:
Choose Your Service
A simple Google search brings up a number of e-newsletter services (Mail Chimp, Campaign Monitor. etc.) that will allow you to build and manage your e-newsletters. But do your research so that you can settle on a program with the best price, support and functionality for your needs.
Compile Your e-Mail Database
If you’ve been gathering contacts the last few years of your business, you probably have an email database of customers, clients and colleagues. Your e-newsletter program should allow you to compile, edit and manage these lists. In addition, most programs will allow clients to opt-out and edit their settings, like if they change e-mail addresses.
Come Up With a Design
Not a designer? Not even tech-savvy in the slightest? Most e-newsletter services provide easy-to-use templates and graphics, not to mention extremely simple newsletter editing tools to put your e-newsletter together. And if you do happen to be a graphics wizard, you can go to town by uploading your own HTML templates.
Choose Your Content
A major dilemma for most businesses is what content they should market. For your e-newsletter, a variety of content (with a clear focus) is ideal. Don’t just showcase products, for example. Provide a little something for everyone. This could be a combination of products, local news, industry trends and information about your business. Think about who your customers are and provide a little something for everyone. The more useful your content, the more likely people will open your emails.
Select a Schedule
Send out too many e-newsletters and people will unsubscribe. Send out too few and people will forget who you are in the intervals. Depending on how active your business is, and depending on your amount of content, you might go with a monthly or quarterly schedule. Most industry insiders will tell you that any more or less than that would not be ideal. Mammoth recommends a quarterly schedule.
Why Am I Doing This Again?
An e-newsletter is a slightly more targeted exercise than social media marketing on Facebook and Twitter because it appears directly in your clients’ inboxes. This provides a clear marketing opportunity but also a risk (as mentioned above), so work with your colleagues and business partners to come up with a safe and effective strategy.
(This original article appeared in a different form on the ReachFactor blog, a Mammoth client)