Email marketing is one of the most cost-effective ways to market online. One of the most important things you can do for your business is build an engaged list.
It is 40 times more effective for acquiring new customers compared to Facebook and Twitter combined and has one of the highest return on investments across online marketing channels.
1. Cleanse your Database on a Regular Basis
Yep – get rid of email addresses that haven’t engaged/opened any of your emails in either:
The past 6 months
The past 10 emails
You want an engaged list, not a large one that never opens your emails.
2. Segment Your List
According to Mailchimp, campaigns that are segmented have a:
31% higher open rate
95% higher clicks
37% lower unsubscribes
Ways to segment you list include personalisation. This can be using a name to greet them, date specific such as birthdays, location based or by a product or service they have purchased.
3. Use Automation
The easiest way to do this is to welcome your subscribers with a series of emails. People are most interested in your business when they first subscribe. So much so, that open rates for welcome emails can reach 70%.
This can be:
Your story, who you are etc
Share your best content – link to a blog, bonus content
Ask them to follow you on social media
An offer – 10% off
4. Continually Build Your List
Each year around 22% of your list will drop off. Reasons for this include people no longer being interested, leaving jobs or getting new email addresses.
A lead magnet is one of the best ways to increase your email subscribers. Think of it like an incentive for people to give you their email address. They need to be receiving something of “value” in return.
Give people a compelling reason to give you their email!
5. Create a Schedule
Decide on the types of email you’re going to send and the frequency. Ensure that you are consistent with what you send or your list will become disengaged.
Types of emails include:
Newsletter
This is a periodic email, either fortnightly or monthly. (no less than monthly). It helps you to stay top of mind and build relationships. It must add value and is not for selling.
Campaign
A focused email with a single offer or objective. With these you need to ensure you manage contact frequency. A campaign email often has a better response than a newsletter because of its clarity and focus.
Research Email
Research emails are so you can learn more about your subscribers and help you to complete their profiles.
Don’t send these more than twice a year and ensure they are relevant to the subscriber. Expect their open rate/engagement to be not as effective as other emails.
