6 issues stopping you from building a result oriented email marketing system
That means building a multi-layered approach on all platforms, so that your message is clear on email, social media and in your online content.
But many businesses seem to miss out on one of the basics, which is creating an email marketing system that delivers results time after time, opening up hot opportunities and leads for your team.
Often it is the simplest of hurdles that seem to block progress, but they can be overcome with a little bit of research.
We don’t have the IT structure to set up email marketing
Are you overcomplicating what doesn’t have to be a tricky situation? There are companies, which can help you create a simple and elegant system which delivers and records everything you need, giving you the power of a team twice your size.
This would allow you to send relevant and timely emails, personalised and professional looking, at the touch of a button.
We’re not creative enough
You need to concentrate on doing what your firm does best, not re-invent the wheel. That means you should buy-in that creativity by choosing a system that allows for an array of templated email options to get the look and tone you need for whatever message you want to deliver.
This allows you to adapt your marketing message when required, from light-hearted fun to direct sales, sombre news or change management. In a fast-moving business world this adaptability is key.
We’ve got data, but don’t know what to do with it?
Is there anything worse than having no data? Yes, having too much data that you ignore completely and never learn from.
Data drives the world and should be informing every one of your business decisions. By making smart choices in your marketing you can not only react to that data and send out core messages to reflect your business needs and customer appetites, but you can also A B test the messages you send out, and learn from every single marketing email. That way you will get better, and more tailored, with every single communication.
Make sure you get an analytics dashboard that is simple enough to deliver the top level messages, but allows you to drill down as deep as you want to go to learn about your customers and their spending intent.
Are you using your time wisely?
The time an email lands in your potential client’s inbox is key, and sending at the wrong time can really affect the open rate.
There’s no hard and fast rule about when is the best time – other than common sense and not sending when your clients are asleep – but some simple rules apply. Does the header on your email match a particular time of day? For example, content about takeaway meal deliveries would be perfectly timed between 5pm and 10pm at night, to grab people when they are at their most hungry. This simple system works for just about every product you are trying to market.
It is evidenced on other platforms too, with the time you schedule social posts making a big difference to visibility.
Boosting that email open rate will also directly influence your click through rate, giving your campaign better results and ensuring your teams have real contacts to work with.
And using email tracking techniques you will know when your audience opens and email and what they do next – valuable insights which will help you plan your next marketing campaign effectively.
Don’t be too corporate
You might be sending out a mailshot to tens of thousands of people, but every one of them is a person, reading your message. Make the tone of your marketing emails engaging and friendly, use language which invites discovery and doesn’t drown out your key messages in a torrent of text.
Learn from the best
Some of the most iconic marketing campaigns enter the lexicon of our daily language – take a break, take a KitKat anyone? Look at previous success stories and study what they do in their email marketing and online social activity. Make sure your team sign up for the best and replicate what works.
One of the best marketing team’s in the UK right now is one behind the Innocent Drinks campaign, whose social media dialogue is like chatting to a friend, who judge the mood and tone of the public daily and match their content beautifully.
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