For every £1 you spend on email marketing, you can expect an average return of £32.28 according to Experian. That’s a staggering 3,228% ROI so it’s no wonder that 82% of SME’s use it as part of their marketing strategy to grow their business. There is no other way that you can target 5,000 or 10,000 companies at the click of a button. It shouldn’t be your only route to market but should certainly be one of them.
To ensure that your next email campaign is a success, tick-off the checklist below…
1) Have a good database that is GDPR compliant and targets the right people – company size by turnover, industry, specific job titles and amount of employees.
2) Have a powerful subject line. Your email could be offering a free holiday but if your subject line doesn’t grab attention, there’s no chance they will open it.
3) Have great content. Provoke, challenge, explain, clarify, delight, define and inspire the reader.
4) Have a strong call to action. Do you want the recipient to pick up the phone and call you? Go to your website? Sign up to something? Request a callback?
5) Monitor your responses using your email sending software. See what links are being clicked, who is opening, how long they’re on your website and if your email has been forwarded.
6) Follow up your emails with a phone call. According to the DMA (Direct Marketing Association), you’re 17 times more likely to convert a lead if you speak to a company within 20 minutes of them opening your email.
7) Have continuity with the email design/template and send dates. Keep it similar each month so the recipients will begin to familiarise themselves with your look, style, imagery and tone. They will almost expect an email in their inbox from you on the 1st of every month.
Email marketing doesn’t always have to be about selling a product or service. It can be used to inform and keep in touch with existing clients to let them know what is happening within your own business such as events that you will be attending, new clients, product launches, how your company is performing or interesting case studies. If you do have a special offer, email marketing is the cheapest way to get it to the masses.
With the rise of social media and other online channels, some people have abandoned email marketing in favour of newer digital marketing strategies but email marketing continues to be one of the simplest and most effective methods of marketing your business online.