For all the change seen in digital marketing over the last few years, it’s a surprise that email marketing is still around. After all, email is one of the oldest marketing mediums on the Internet, stretching all the way back to before Google was born. But in spite of the many new mediums coming to rise in the last few years, email campaigns remain a highly effective means of connecting with consumers and driving Web referrals and conversions.
This makes perfect sense when we consider the role of email in our lives. As it has remained one of our primary means of communication, email’s reach has expanded onto our smartphones, traveling with consumers wherever they go. This is a huge opportunity for marketers, but only when the right strategy is employed. An effective email marketing campaign depends on carefully crafted email content, timely releases, an embrace of analytics and a respect for proper email communication conduct.
A good email campaign needs to walk a fine line between passive enticements and aggressive bullying. One will get your emails ignored, the other will push recipients to unsubscribe. If you’re seeking out marketing services in Denver or surrounding areas, you need a company that is experienced in producing and managing effective email campaigns. DBC Digital helps companies build effective email campaigns by adhering to time-honored principles. These include:
- Planning out email blasts well in advance. There’s nothing worse than sending out an email offering nothing of value. It doesn’t take long for consumers to treat this content like white noise, quickly skimming past your email content. Each email needs to have a very precise purpose or else it risks boring the reader — or worse, antagonizing them. Respect the time of recipients by avoiding impulsive email blasts or content that only fills inboxes with fluff. Each email needs to fit into your larger overall strategy, which is why it’s wise to have email content planned out weeks in advance. By doing this, you ensure every email is purposeful and constructive toward your long-term goals.
- Creating content that is brief and link-oriented. Your email recipients are unlikely to stick with you through several paragraphs of text, and this isn’t the ultimate goal, anyway. What you really want with any email campaign is to trigger an action — in most cases, a referral to your website. The best way to do this is with short chunks of text that tease to content on your website and offer a convenient link to visit. This short, segmented approach to emails also lets you fit in more content topics, providing a more varied approach to consumers.
- Making email content shareable. Not every marketing agency in Denver is up to speed with the marketing potential of social media, but it’s a powerful tool that can be wielded in your emails. Outfit your emails with social media icons that facilitate one-click sharing through a variety of outlets, including Facebook and Twitter. When email recipients use these icons, they will be providing a free marketing service to your company, broadcasting your message to new recipients and increasing your referrals opportunities.
- Listening to what the numbers tell you. Every company employing marketing should be paying attention to their email analytics, but too many dismiss their credibility. It’s a huge mistake that will always hurt a campaign’s efficiency. Regardless of the email campaign platform you use, keep a close eye on performance metrics to figure out what’s working and what needs to change. With statistics like the email open rate, link click-thru rate, total social shares and overall conversion rates, organizations can continue tweaking their campaigns to see better results and get more value from their efforts. In this way, an effective email campaign will continue to increase in value as it gets better at giving consumers what they want.
Email marketing can help any organization thrive, but it is particularly beneficial to companies seeking rapid growth — particularly through an online consumer base. If this aligns with your organizational goals, contact DBC Digital today to find out how we can help your business grow. 303-357-5757. dbc@dbcdigital.com
