3 Things IT Solutions Providers Should Include In A Successful Email Marketing Campaign
By Thaddeus Szymanski, National Sales Manager, Seiko Instruments USA, Inc.
When it comes to building an effective email marketing campaign, it’s been my experience that it’s best to first ensure that you develop a plan and campaign that’s not only unique enough to grab the user, but will also effectively accomplish what you are trying to promote.
Below are a few steps you can take to ensure an email marketing campaign that won’t make your audience click “Delete” or “Unsubscribe.”
- Include A Message That’s Clear, Concise, And Brief: Let’s face it: Everyone is busy and trying to fit 10 items into a day that only allows them to accomplish maybe half that amount. With so many business owners and employees just trying to get through their “To-Do” List, the last thing they want to encounter at the start of their day is an overflowing email inbox of offers that either don’t apply to them, are irrelevant or are too wordy and don’t get to the point. The bottom line is that most users will just scan their email to de-clutter what they don’t want, and will prioritize their email by what needs their attention the most. Of course any fires (especially on a Monday morning) will need to be put out first. This is likely then followed up by check-ins with current and new clients, and not to mention any internal emails that need to be addressed.
It’s even more of a challenge to develop an email marketing campaign that will hold your user’s interest, especially when there is a strong chance they will just click “delete” because they either aren’t interested or don’t have the time to find out more about what you are offering. To avoid this, you need to be clear with your messaging from the top; start with an email subject line that’s going to grab their attention immediately so that they will want to click “open” instead of “delete.”
- Instead of something like:
“Company XYZ Launches New Web Site.”
- You could say:
“Click on our Newly Launched Web Site for 5 New Features.”
You are not only urging them with a call to action, but you are also letting them know there’s an incentive and a reason (or 5) as to why they need to look at your company’s newly launched Web site now.
- Engaging Customers Via Social Media: Whether you are trying to get additional hits on your newly launched Web site, more followers or “Likes” on your social media sites, or just trying to promote brand awareness, adding a social media element can make all the difference in your email marketing campaign. For instance, if you just launched a new website with social media components, why not include links in your campaign that directly point toward your specific pages. Adding links to popular social media sites like Facebook, Twitter, LinkedIn, and Google+, can not only create additional buzz and awareness about your online activity, but can also encourage your followers to start “talking” about what our company is currently doing and offering. For instance, if you have a Twitter account, a follower might be inclined to “Retweet” that your company has launched a new and improved Web Site. Even better, they will include a clickable link, which will add to your Web site’s page views and unique visitors.
- Offer A Free Incentive Or Giveaway: Everyone loves to get something for free, or win a prize, right? So why not make this offer in your email marketing campaign. It could be anything from a gift card to a popular coffee chain or online shopping Web site. Or, even better, in keeping up with brand awareness, you can offer one of your latest and greatest items from your product line. I have seen campaigns where users were encouraged to check out a new Web Site, complete a survey or “Like” or follow a specific social media site, and could then enter into a drawing for a free product or gift card. Not only does it serve a purpose where the user feels that they might win something, but for the vendor it is another way to promote your brand, especially if you are offering a new product as the incentive.
You can even take things a step further with this type of incentive by promoting the prize winner (with their permission) on your social media sites. This way, users know up front that you are legitimately offering a prize (it’s not just a way to get people to respond), and that the winner is excited to have been chosen. Even more, if the winner is enjoying the product and it’s adding to their everyday business processes, they might just take to social media and email to spread the word about your new product, which is a win-win for both sides.