Getting ready to send your next email blast and wondering what you can do to improve your results?
This post was written for you.
Here are five simple tips for your next email blast, or eblast.
1. Don’t think of it as an email blast
If you’re just “blasting” out information sporadically whenever you have the time, you need to reevaluate your email marketing strategy.
Focus on creating a thoughtful email marketing plan that consistently delivers value to your subscribers and your business.
Rather than blasting out information, think of email marketing as a way to interact with your customers and prospects, build relationships, and drive valuable repeat business no matter what stage of the buyer’s journey your prospect is in.
Look for opportunities to engage your subscribers by offering useful tips, providing exclusive discounts, or giving your subscribers the opportunity to share feedback.
2. Get to know your subscribers
Once you’ve taken a second look at your sending strategy, you’ll need to take steps to better understand your subscribers. Who they are, what they’re interested in, and how you can improve your relationship with them.
The more you think about your subscribers, the more you’ll realize the different groups you’re trying to talk to all at once through your campaign.
While some people on your email list may be lifelong customers, others may be completely new to your business that require more lead nurturing.
Rather than “blasting” all of your contacts with the same information, take the time to figure out how to deliver a more personalized experience to each of your subscribers.
Consider creating separate email lists to better target your different types of contacts. Here are a few examples of how different industries segment their list:
- A nursery will email its residential customers about new spring plantings and its commercial customers about availability of bulk mulch.
- A cosmetics boutique will email one coupon to customers who buy makeup and another to those who buy skin-care products.
- A financial services firm will email tax prep customers a timely IRS filing reminder and another to financial planning clients about rebalancing their portfolios.
3. Make your emails interactive
When you approach emails with an eblast mentality, you risk forgetting that your emails should inspire action and elicit a measurable response.
Make your emails interactive and give your subscribers a clear call to action so they know how to take the next step.
Should they read an article on your website? Purchase your new product? RSVP to your event?
Your email design should be clean and focused — with every element in the message supporting the goal of your message.
4. Provide value
Today, consumers expect more from the businesses they interact with online and off.
With so many brands competing for their attention in all the places they visit every day — whether it’s through TV, email, or social media — consumers have gotten better and better at filtering out messages that aren’t relevant to their needs or interests.
If you want your audience to remain engaged with your content, you need to make sure you’re offering something of value. For some readers, that means offering a special discount or an exclusive promotion to your email list. For others that could mean offering a how-to article from your blog or a piece of content that’s more than just the typical sales pitch.
Make it valuable, make it relevant, and make it something your audience would thank you for.
If you’re not sure what to send, add a Poll to your email and ask your subscribers what information they’re most interested in.
5. Measure your results
If you’re not measuring your results, how could you ever hope to improve your marketing campaigns?
Your email marketing reports will tell you exactly how many people are opening your emails (your open rates), clicking your links, and even sharing your content. They’ll also provide insight into the type of information your audience is most interested in and will provide a benchmark to improve upon every time you hit send.
Whether you’re trying to learn more about your email recipients, provide valuable content, or increase sales — your email reports can help.
Use these tips to improve your next targeted email blast
Thinking of your email blasts as a powerful marketing tool is important to get you in the right frame of mind.
Develop a plan to communicate with your subscribers effectively, start sending valuable and engaging messages, and measure the impact of your efforts to make sure you’re on the right track
Want to send business-generating emails in no time? Our 5-step Approach to Successful Email Marketing guide will show you how!
Editor’s Note: This post was originally published in June 2013 and has been updated for relevancy and accuracy.