Email Marketing For Brand Building
Email marketing is used by 81% of small and midsize businesses (SMBs) and there is a good reason for that. On average, emails have a return on investment of $36 for every $1 spent, higher than any other marketing channel.
It’s in the (e)mail!
By 2022, more than 347 billion emails will be sent each day. Emails come in many forms: newsletters, product updates, news and advice columns, sales rep emails, and automated emails, to name a few.
Email marketing is a solution for strengthening a business’s sales pipeline and growing the brand. While there is no-one-size-fits-all approach to an email marketing strategy, iterating and personalization are key. Here are some ideas on creating, scaling and measuring an email newsletter that will result in exceeding your marketing goals.
Email Content is King
The typical marketing strategies also apply to newsletter marketing. Knowing your audience is the base of your email marketing campaign. Catering your content directly to a target audience will ensure your newsletter is opened and read while creating brand affinity.
Going a step further to more finely target and personalize your newsletters will result in higher engagement. Segmented emails make readers 50% more likely to click on a link within the email. It’s important to understand what different audience personas are looking for when they engage with your brand. This will help you craft content and offers that will attract your subscribers to respond to your call to actions (CTAs).
Source: V12
Once you know your newsletter audience and have segmented your emails accordingly, it’s important to continue to serve them up what they want and need. This will take some iterating but here are some examples:
Try out subject lines that stand out.
Design emails using your brand guidelines.
Allow your brand personality to shine through.
Set a cadence and keep it.
Cross promote your emails across all of your brand channels.
Don’t send out too many emails.
This is a process to refine what works and what doesn’t and can be finely tuned via metrics.
To find out how to grow and measure your email subscribers, read the full story at Velocitize where it was originally published.