Making the Most of Your Email Lists
Did you know that email marketing produces more revenue than any other form of digital marketing? It’s true; e-mail marketing generates higher ROIs than social media campaigns, promotional offers, and pay-per-click advertising. Beyond cultivating great email lists, it’s vital that businesses know how to use their e-mail lists to yield the best results.
Developing Great E-mail Lists
One of the best ways to develop a healthy email list is to correctly market the benefits of consumers subscribing to your website, blog, etc. In order to do this, you need a great call to action. You can do this with headers, footers, and pop-ups when visitors add an item to a cart or click on certain pages of your website. These sections should contain a concise, well-worded benefit to supplying an email. The call to action could be as simple as “don’t miss out on exclusive content” or “save 15% when you sign-up with your email”. Access to exclusive webinars, tutorials, and even blogs along with discounts are great motivators for getting consumers to sign-up for your list.
Another way to help develop a strong email list is to convey how popular your subscriber list is. A simple “join our community of 10,000 subscribers” could help give the gentle nudge your potential customer needs to commit.
Offer something for free. Even if you don’t run a traditional e-commerce platform, providing a free service could be of great benefit. Perhaps you’re a family attorney; you could offer a free e-book that gives tips for surviving divorce upon sign-up. Maybe you run a catering business and want to convert digital window shoppers into potential customers. A free e-book of recipes is another effective way to solicit emails from customers.
Create Different Categories for Recipients
Once you have an established e-mail list, you might want to break it up into categories. One example would be having separate lists for existing customers and potential ones. You can tailor your marketing content to your audience. For those who have made purchases, your content could cater to introducing them to new products while the content used for potential customers could focus on product education and promotional offers for first-time buyers. Content for existing customers should also convey a sense of community so that they feel a sense of belonging to your organization.
If you run a large e-commerce platform that serves diverse demographics, you could theoretically create a number of categories tailored to the needs of specific demographics.
Make the Most of Analytical Tools
Email campaigns offer helpful analytical tools. They provide metrics on who opened your newsletter, visited external links to your website, and more. These metrics also tell you if these emails were never opened, which can help you determine what types of content resonates with your subscribers and what doesn’t.
Use Attention-Grabbing Subject Lines
The subject line of your e-mail list should command the attention of your subscribers. After all, people are busy and their inboxes are cluttered. The competition to motivate your readers to click on your email is stiff. This means your subject line should grab their attention with a generous offer or a promise to provide limited knowledge on a subject. Good examples of catchy subject lines include “5 Things Every Small Business Owner Needs to Know” or “save 20% when you refer a friend”, which can help keep your emails from being deleted.
Developing a great marketing strategy can be overwhelming. If you need help managing e-mail lists and other data, give our team at Pel Hughes a call at (504) 486-8646 or fill out this simple contact form. We provide printing and marketing support with excellent client service to businesses throughout the United States.
