Email Marketing Best Practices
by Tony Shannon
Did you know that email marketing is a top strategy for staying connected with your prospects and customers? Whether you’re in the technology or health sector, growing and cultivating your email list will play a huge role in the success of your email marketing strategy.
You see, email marketing works 40 times better at getting customers than Facebook and Twitter, and compared to social media. It’s also a top source for generating revenue.
Nurturing your email subscribers and keeping them engaged will prove to be a winning strategy in sustaining long-term growth for your brand.
Since email subscribers are 3 times more likely to share your content on social media than people from other sources, a great idea to driving ongoing traffic to your website from social is by leveraging your blog articles and sharing it with your list.
This tactic will improve your ranking in the search engines, further position you as a leader in your niche, and boost your following and lead generation.
That’s just one tactic! The goal of this guide is to offer proven and creative ways on how you can use your blog and other tools to maintain engagement with your list and bolster your inbound marketing.
#1 Create an Email Welcome Series
The first impression is everything. When new subscribers join your list, having a welcome series that formerly introduces them to your brand is an excellent way to separate you from competitors and keep your name top of mind.
Versus sending one initial email, consider crafting an entire Welcome Campaign where you nurture your new subscribers with value over their first few days being on your list. Tell your story, share the benefits of being on your list, and highlight customer testimonials that rave about your brand.
Leverage different types of visuals like GIFs, videos, and high-quality images to increase user-experience. Finally, share your evergreen content that never gets outdated and always pertains to your business.
This is a powerful way to begin the relationship-building with your new leads.
#2 Report Trending News
Keep your subscribers checking their email by reporting breaking news…fast! Your blog is the perfect platform to post trending topics that relate to your industry.
Giving your feedback on current events reveals that you’re active in the industry and remain abreast on the latest news. This adds credibility to your brand and positions you as a reliable source. Some will stay connected to your company simply as a resource for information.
Blog about trending news and share the link with your list the same day it’s published. Offer your opinion to elicit feedback and conversation.
Don’t forget to give a call-to-action at the end encouraging readers to share it on their social networks to increase exposure and keep the discussion going.
#3 Publish Short Blog Posts that Addresses Common Questions
Consider questions that often come across your desk or in your inbox from potential clients. Each of these inquiries are superb content topics that you can convert into mini-blog posts to share with your audience.
Although long-form content has its benefits for SEO ranking and boosting social engagement, short-form content works well with your email list since they’re already interested in your brand.
Therefore, add short blog posts to your content strategy that addresses these common concerns. Use the title as the question to create a compelling headline and then tell your list about it.
Later, you can curate these articles into a FAQ section on your website.
#4 Share Content Based on Your Subscribers Interests
Which content topics and types seem to generate the post responses from your subscribers? Do you tend to get more opens sharing links to infographics…or are people more responsive to your blog articles?
Discovering what your list wants and giving it to them is a sure way to maintain engagement.
Email segmentation is a killer tactic to delivering content that specifically resonates with your subscribers’ interest. Segmenting your list allows you to create targeted campaigns that relates to the person you’re messaging.
Your recipient will feel as if you’re speaking directly to them, making your email marketing much more effective.
There are a plethora of ways to dividing your list from age, gender, to career and demographics. For this example, segment your list based on the content your subscribers have given the most attention to through open and click-through rates.
Do some subscribers show more interest in messages that include video? Blog post links? A free content offer? Whatever the case, use your email marketing software tool to create separate lists to tailor your content and give the people what they want.
#5 Curate Popular Articles
Content curation is ideal for filling in the gaps of your content strategy. If you’re short on content to share with your subscribers, opt to curate sources from authoritative sites in your industry to continue offering value to your audience.
Albeit the content is not originally from your brand, sharing other resources reveals that you’re after their best interest.
Have 1-2 days in the month where you curate articles and publish them in your email marketing.
Provide a short snippet of what the article is about and the benefits readers will glean so people know what to expect. Only include 3-5 articles to give enough value but not inundate your recipient with links.
Nurturing your list with quality-rich email content is the way to keep them engaged with your brand.
With email marketing being a top source for revenue and repeat business, taking these steps now will ultimately improve your bottom-line. As always, when implementing a new tactic, test your efforts to gauge what’s producing and what isn’t.
Need help crafting the winning email marketing campaign to engage new and old leads? Reach out to us here and let’s chat!