We’re not usually advocates for aggression, but we are advocates for urgency. And when it comes to email marketing, the time is now.
Email marketing is a highly effective way to get in front of potential customers and increase awareness for your business. And, the good news is that it’s not a huge investment of your time or marketing budget — which is even better news when there’s a potential for a slow economy.
So, what are some ways you can get aggressive with your email marketing strategy? Let’s discover.
But, First: What Is Email Marketing?
Email marketing, and targeted email marketing in particular, is “email messaging that is designed to speak to a specific subset of your mailing list.” This allows you to target specific users based on specific criteria, whether that’s demographics, geographic location, prior interactions they’ve had with your business, and more.
So, not only are you able to get your marketing message in front of these people, you’re able to tailor the messaging to them specifically, which increases the chances of them opening and engaging with your email.
Why Email Marketing?
There are 5.6 billion active email accounts in the world, and 99% of consumers check their email every day. In a time when it’s hard to guarantee 99% for anything, this is a pretty incredible stat!
Email marketing helps you get in front of these consumers to drive action, increase awareness for your business, and reach them in a place they’re spending time.
You can use email marketing to promote a special or deal you’re running, encourage consumers to sign up for your newsletter, or to send educational information that presents you as a leader in your industry, among other things.
5 Tips for Your Email Marketing Strategy
Here are five ways to build an aggressive email marketing strategy (that won’t feel aggressive to your prospects and customers!).
1. Outline a Year-Long Strategy
One of the great things about email marketing is that you can technically run it as a one-and-done tactic as part of your overall marketing strategy. But, when it comes to getting down to business with email marketing, it’s even better to outline a plan for the whole year.
Here are some times during the year that email marketing might work for you:
- Holidays: The holidays are a great time to check in with your customers and prospects to remind them about your business and the goods and services you provide, let them know about upcoming specials, and more. And, the holidays are spaced out throughout the year, so you have a built-in plan ready to go!
- Down Times: Are there times during the year that your business needs a little boost? Plan ahead by adding email marketing during that time and running a special or promotion.
- Seasonally: Even if your business isn’t seasonal, you can take advantage of the seasons with email marketing. And, with list targeting, you can even hit different segments of your consumer base during different times of the year. For example, send a special email promotion for your spa to parents with kids around back-to-school time “ parents will be ready for some pampering after a long summer.
If you’re not ready to plan a full year for your email marketing, there are plenty of other options that will keep you at the top of consumers’ inboxes.
2. Plan to Amplify Your Promotions with Email Marketing
If you’re planning your promotions for the year, make sure to incorporate email marketing as part of that plan. Consumers love promotions. In fact, 61% of consumers enjoy receiving promotional emails weekly.
I’m a sucker for promotional emails, and I’ve discovered some of my favorite local businesses this way. I see an email for a discounted dog bath, and I make my dogs an appointment right away. I get a promotion for a new restaurant that’s offering a free appetizer, and I’m there that weekend.
I mean, who doesn’t like discounts? So, if you’re running any types of discounts or specials, email marketing should be your go-to place to advertise it (in addition to your other channels, of course).
3. Get the Word Out About Your Events
Just like email marketing is great for promotions, it’s also great for events. If you’re holding any events during the year, make sure to put together an email marketing campaign to accompany it. Make sure that the email includes all details about the event, a link to RSVP if that’s needed, and engaging images that entice the reader to attend.
Say you’re holding an event as you open a new location “ you want to target consumers in your area who might attend and bring their friends. With targeted email marketing, you’re able to get in front of consumers in the right area and increase the chances that more people might attend.
4. Promote Your Business Through Education
Another great way to market your business through email is to incorporate some kind of educational campaign. Maybe your auto repair shop creates helpful content for your consumers to take better care of their cars, or maybe you’re a dietician that provides healthy recipes. Or, maybe you don’t create content, but you can gather helpful content and send as resources for your audience. Whatever it is, you can position your business as a leader in the industry by sending out informational content that doesn’t ask for anything in return.
You can even tack this on to your year-round plan. For example, the car repair shop could send seasonal tips on how to care for your car in the winter and summer. The dietician could send email marketing campaigns around the holidays with healthy recipe ideas.
This is a great way to get the word out about your business and help your potential customers see you as a resource.
5. Tie Email Marketing to Your Full Marketing Strategy
Email marketing works best as part of a holistic marketing strategy. If you’re sending emails with links to your website, you want to make sure your website looks great and provides the right information. Consumers may see your email and perform a search for your business, so you’ll want to make sure you’re running SEO so you have a chance of showing up for that search. And, if you’re also running PPC, you can ensure more opportunities to appear in search engines.
Email marketing is a cost-effective way to get in front of new consumers and existing customers to reach a variety of goals, which is important in any economic climate. If you’d like more information about how email marketing can help your business, give us a call.