Email marketing engagement can be quite high if you have a strong email marketing strategy. In fact, you definitely should think about your email marketing because email traffic is quite important for your overall digital strategy. Here’s how to organically engage your future clients with your brand email marketing.
1. Plan Out A Strong Email Marketing Strategy
First of all, you need to think about the obvious: your email marketing strategy. If you don’t have a good plan, you won’t be able to organize your email efforts which will result in an ineffective campaign and possible financial losses. To create a workable email marketing strategy, consider such things:
- Who is your audience? Do they use email often? Can you segment your audience to personalize your email campaigns? Which email platforms does your audience use? Is your audience likely to use special spam filters or does it only rely on the built-in filters from the email platform?
- Will you be targeting only potential customers or existing ones too? How different would you want your campaigns for the two types of customers to be?
- Have you launched similar campaigns in the past? Will you be combining your email marketing with other types of marketing (e.g. social media marketing)? What are the goals of your email marketing campaigns?
- What kind of emails will you be sending (e.g. weekly or monthly newsletter, transactional emails, etc.)?
- What content standards or requirements do you want to have to maintain a certain quality in your content?
- What tools will you be using to implement your email marketing campaigns? How will you be growing your mailing list?
2. Create an Engaging Newsletter
Once you have a strong email marketing strategy ready, you should start by creating your newsletter. Of course, you will be sending the aforementioned other types of emails besides the newsletter, but the latter is the one that you will need to prepare and send out regularly, especially to your potential customers. Besides, your newsletter will probably vary depending on the segment of your target audience that you will be sending it to.
For example, your future clients will need to get separate newsletters from the one you send to your current clients. You can still cover similar topics, but you probably won’t have enough information about your recipients’ interests like you will for the customers that already have purchased something from you. Nevertheless, you should follow your initial email marketing strategy plan and create a newsletter that corresponds to your standards.
3. Build Your Mailing List
As mentioned above, building your mailing list is an essential part of your email marketing campaign. If you don’t have a list, who will you send your emails to? While getting emails from your existing customers is easy (they usually have to give them to you when paying for their purchase), getting emails from potential customers is much harder.
The best thing you can do is combine different techniques to get as many subscribers as you can. Place newsletter subscription forms on your website, promote your newsletter on social media, host giveaways and require participants to subscribe to your newsletter, and so on.
4. Launch Your Email Marketing Campaign
Now that you have a strategy, your newsletter is ready, and you have a mailing list, you can finally launch your email marketing campaign. You might have launched a separate campaign to grow your list first, but this is the actual campaign you will start to specifically engage your future clients with your brand.
Remember that following your plan is the best thing you can do – but you shouldn’t be afraid of unexpected challenges. Be flexible when the situation requires it and don’t be afraid to experiment. After all, how else will you stay unique and solve problems?
5. Encourage Potential Customers to Make A Purchase
When creating your email marketing strategy, one of the things you had to decide were the goals of your campaigns. These may be anything from raising awareness in your future clients to educating them on the relevant topics. But what you should really focus on is encouraging them to make a purchase.
The whole purpose of campaigns targeted at future clients is to find leads and turn them into customers. This is why increasing your sales should be your end goal. Use your newsletters to attract their attention and pique their interest. Then, you will be able to guide your future clients through the customer journey and help them get to the last stage to make a purchase.
6. Collect Feedback from Your Future Customers
Collecting feedback from your future clients might seem like an unnecessary activity, but it can actually tell you a lot about the differences between your current and potential customers. Understanding that difference will allow you to create more personalized campaigns targeted at different segments of your audience.
The best way to collect feedback from them is by sending them surveys and questionnaires by email. You can also offer your future clients premium content for completing the feedback surveys you send out.
7. Analyze and Improve Your Strategy
Last but not least, you need to analyze and improve your email marketing strategy. The feedback you collect can help you find the problematic aspects and work on them, but consulting experts and brainstorming ideas with your team can help you too.
Keep in mind that your plan may seem perfect to you, but there are probably some aspects of it that can be improved. Besides, working on your strategy from time to time will prevent you from ending up with an outdated plan.
Final Thoughts
To sum up, engaging your future clients with email marketing is necessary if you want to increase your sales and grow your client base. Follow the steps in this article and you will create a strong email marketing strategy that will help you get through to your potential customers.