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Email Marketing is Not Dead, Part 1: Putting Together a Strategy

November 3rd, 2011 ::
This entry is part 2 of 6 in the series email marketing

Email Marketing Part 1

Email is still a great way to keep in touch with your current and prospective clients – in fact, it is probably the best way to stay top of mind.  No matter how social media-savvy your customers might be, email is really the only way to get in front of them on a regular basis.

Think about it: Will they see your tweet, one among probably hundreds they get every day?  Will your status update show up in their Facebook news feed?  Will they have time to read your latest blog post that comes through on their RSS feed?

With an email, they will have to at least glance at the subject line before deciding whether to read now, read later, save or delete.  HubSpot published an eBook earlier this year called 7 Steps to Jump Start Your Email Marketing Strategy.  They had some great information in there that I have used – as well as some information that was new to me.

In this three-part series on email marketing, we’ll take a look at building a list and creating content that will engage your target market – and keep them hungry for more.  In part 1, we’ll start with strategy, including defining your goals and the different types of emails you should use.

Define your goals

As with any marketing program, you need to define where you are going before you even start down the road.  Right now, I am working with a new client on putting together an email marketing campaign that will deliver results – and that is where you need to start too.

What results are you looking for?  In other words, what are your goals?  They could include, more leads, being a go-to source of industry information, enhancing your reputation, and/or more sales.

Choose a mix of messages

Keep it interesting by mixing up the types of messages you send out to your list. Here are some to choose from:

  • Product announcement – stress the benefits, not the features, of a new product or service you are offering.  Link to a white paper that demonstrates the need for your new product or service, or a free demo on your website.
  • eNewsletter – Establish yourself as a thought leader in your industry with informative articles that your target audience can use.  It need not be long, just interesting, and it needs to be delivered on a consistent basis – your audience will end up expecting it.  Be sure to include social media sharing icons, too, so they can spread the love.
  • Incentives – These emails seek to do one thing: boost sales.  They can include coupons, special offers, sneak peeks at new products/services with special preview pricing, etc.  Use discounts sparingly to avoid cheapening your brand.
  • Event invites – These are short and straightforward and can be used when exhibiting at a trade show, attending a conference, hosting a webinar, or speaking somewhere.  Include the benefit to them of RSVPing.

Next up in this series: Building a List.

Image courtesy of creative design agency Arrae

Series NavigationEmail Marketing Is Not Dead, Part 2: Building a ListThe Definitive Guide to Retaining Email Subscribers
The views expressed here are the author's alone and not those of Network Solutions or its partners.

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