Successful small business marketing campaigns tips
Successful small business marketing campaigns can take different routes. Since the early days of Email, retail stores have been using it as a medium to send information and news regarding the latest sale opportunities and products in offering. However, with the evolution of time, the way we use Emails have changed, and so has the way in which we view emails. There are smaller screens, greater connectivity and shorter attention span of customers. Amidst all this, there is a crucial need of mastering the technique of optimizing Email marketing campaigns. In this post, we shall discuss various techniques using which you can improve your Email marketing campaigns.
Email marketing is a very important link between the brands and the customers. The use of Emails can vary from letting the existing customers know about the current products on the offering, while it can also be used to find potential customers.
Identifying the Cost per influence
Email marketing campaigns have their origins in eNewsletters. With the rise of RSS feeds and faster media like Twitter and other social networks, the whole concept of eNewsletters is under considerable doubts. So, before you embark on a full-fledged attack marketing campaign, there’s a need to calculate the cost per influence of such a strategy. Email marketing campaign is a key influencer in maintaining the sales cycle, especially if you are a retailer. Investing in the wrong form of marketing campaign can really ruin a company’s financial condition. Hence, do find a way to estimate the cost involved in influencing a customer.
Understand the objective of Email newsletter
One should understand that the primary objective of an Email newsletter is to inform people about the latest happenings in the brand. Consequently, it shouldn’t be a plain sales pitch. Try to connect with the users, and set the scope of your newsletter. Right before the email marketing campaign starts, it is be better that the theme and content flows are decided.
Format your content
No one would want to read a poorly designed email. Those who are on your emailing list are already familiar with your brand. So, make sure that all the emails which you send have a consistent format. Another point to keep in mind is to send emails which are really worth sending. If a customer receives too many useless emails, chances are that he or she would delete your next emails without even reading them. Customizing your emails is also a good idea. It gives a sense of connection for the customer. Gestures as simple as including the customer’s name somewhere in the middle of the mail can have a positive impact.Email marketing campaigns are probably the slowest of all forms. Patience is of utmost importance. Hence, even if the turnover is less, be persistent with your strategy.
Marketing campaigns centered on emails have great potentials. In many aspects, it is indeed an art. But, with careful cultivation and keen study, one can change this in to science. Apart from the standard techniques mentioned above, the idea of using Big Data for email marketing campaigns is taking shape. Email marketing campaign is a dynamic process with many complex aspects. Putting all of those together, might well be the key to a very successful marketing campaign.
About Author :
Gobinda Roy is the Founder of Ennovation Consulting and has been involved in online research, Industry research and sales consulting for over 14 years. He is alumnus of India’s premier Institute IIT Kharagpur and has over 12 years of corporate experience. . He has worked with multiple businesses across many verticals, creating and implementing online and marketing research strategies for companies in the US , Australia , UK and across Europe. He is co-founder of Lakshay Foundation and mentor at India’s top Business School CIIE, IIM Ahmadabad.