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How to Develop a Successful Email Marketing Strategy

Posted by Catherine Hatch on Tue, Nov 27, 2018 @ 10:30 AM

email marketingEmail marketing is an important part of a business’s overall digital marketing strategy. Email is a great way to keep in contact with customers to upsell and encourage repeat buying. It also helps businesses connect with leads and convert them into customers. A successful email marketing campaign can bring in a lot of business for a company, but you’ll need to have the right strategy. We have the tips that can help!


Know Your Audience

It’s important to know whom you’re talking to. Use language that your customers will respond to. If your target audience is older professionals, it makes sense to use a more formal tone. If you’re targeting teenage girls interested in fashion, using certain slang (without trying too hard) will help you connect. Knowing your audience is an important step to ensure that your emails are properly connecting with your readers.

Personalize Your Emails

It’s a good idea to make your emails feel personal. When possible, address your reader by name. Send smart emails that are tailored to the readers’ interactions with your site. Use the reader’s interactions to send targeted emails that are specific to her interests. Reference specific details about the customer’s habits and interests. Personalizing emails will help build trust and make your customers feel special.

Humanize Your Business

Emails are a great way to humanize your brand. Make sure your emails don’t sound automated or like they’ve been written by a machine. Don’t be afraid to talk about challenges or obstacles you’ve faced. Connect with your clients to make sure they know that your company is made up of real people. Emails are the perfect opportunity to give your company a voice and a personality.

Create a Clean Layout

It’s important that layout of your emails uses whitespace. It should be easy to read and scan over. Incorporate pictures and other graphics into your email to make a more appealing. To call attention to calls to action, make use of buttons. These buttons should be 3D and bright colored with whitespace around them. Make sure to add feedback when hovering over the button and incorporate an arrow pointing to it with instructions. A clear, decisive layout will make it easy for readers to take in information and understand what you want them to do next.

Send Recurring Emails

Sending recurring emails is a great way to maintain contact with your customers. It’s important to remember that this type of email is an extension of your product and should not be promotional. Often times, recurring emails involve weekly updates, either on a customer’s usage or the company’s activity. Recurring emails are a great way to build trust and ensure that your customers are always thinking about your business.

Include Conversions

It’s important to include some sort of conversion in each email. Sometimes downloads make sense. Other times, small conversions such as “like us on Twitter” are a better idea. You never want to seem pushy in your emails and should always use what is most appropriate considering your content. However, any next steps included in an email should always be clear and direct to avoid confusion. Including appropriate conversions in each email ensures that your customers will continue interacting with your business.

Ask for Feedback

Asking for feedback is a great way to improve your business and build trust among your clients. Never be pushy, and always be sure to emphasize how providing feedback will benefit them. Keep everything simple, creating basic surveys with a few straightforward questions. The easier it is for a customer to provide feedback, the more willing they’ll be to do it. Asking for feedback is a great way to show your customers that you care about their opinions and their experience. When they provide feedback, you are ensuring that they will continue to interact with your business.


ImageWorks, LLC | Inbound Marketing

If you're looking to generate leads, engage with your customers, or promote a brand, service, or product, you may want to develop a strategic email marketing campaign to educate and influence your prospects. ImageWorks, LLC can work with you to improve your current marketing plan, overcome your challenges, achieve your goals, and meet deadlines. By creating content specifically designed to appeal to your dream customers, you can attract qualified prospects to your business and keep them coming back for more. We cover each and every step taken, tool used, and lifecycle stage to help assist the customer, effectively helping to empower marketers to attract visitors, convert leads, close customers, and delight promoters. 

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Topics: email marketing tips, email marketing campaign

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