According to a research, email marketing has the potential of producing an average of $40 for every dollar spent. Undoubtedly, it’s the leading platform to nurture long term relationship with the readers. Understanding the basics is important to craft a compelling and appealing email marketing campaign. Apart, from providing a high ROI, email delivers messages easily and helps in engaging the readers for a long period of time. However, many marketers find it difficult to maximize the effectiveness of their marketing campaign. Here are a few ways to engage the readers and build a strong customer relationship.
Decide the content
Before sending content to the readers, decide on the possible topics to offer to the target audience. Possible topics include recommendations, reports, tutorials, reports, industry trends, and information on current events. Focus on sending a variety of content to keep the audience engaged. Send email messages with a likeable design and sharp yet friendly voice to attract the attention of the readers. Never send similar content or repeat the content you share as it creates a negative impression. Strive for 80% informational content and 20% promotional content to build long term relationship with the readers.
Study the competitors
Studying and analyzing the marketing campaign of your competitors will help you compare your efforts with the industry leaders. You can later on tweak changes based upon the results. It’s always right to use their ideas, but focus on keeping the content original. Studying the competitors will help you better understand the ongoing trends and connect at a personal level with the competitors. If your competitors are sending welcome messages with a series of follow up messages, you can try the same to connect with the target audience.
Test your campaign
Continually test your email marketing campaign and use the results to tweak changes in the strategy. Schedule one test for one variable per month to understand the effectiveness of your marketing campaign. You can test variable such as frequency of messages, call to action, design and copy length.
Maximizing the success of email marketing is essential to connect with the readers.