The first thing you need to do is convince your current (or potential) customers that they should give you their email. The easy way to do this is to target your current customers. Include a sign up sheet by counters, or the online storefront equivalent, to make it easy for those who are already interested. Be sure to include a checkbox to had valid consent, the last thing you want is getting in trouble for spamming. The difficult part is luring in those who are skeptical. Do this by giving them immediate benefit to signing up. Perhaps offer a discount if they sign up, or give them the option to do so on your website. This is very effective because you avoid entering their mailbox as a foreign business, they will remember you because you have already interacted.
Needless to say (but I’m still mentioning it), your campaign needs a purpose. Any campaign needs goals. Are you trying to increase brand awareness? Increase sales? Change your brand identity? Whatever your aim is, keep that in mind throughout your strategy. Don’t lose focus on the overarching intent, because it will dictate how you approach your audience.
Speaking of audience, don’t annoy them with an overload of emails. The worst thing you can do is lose a customer’s trust, because once they unsubscribe – they’re never coming back. That ship has sailed. Remember, less is more! Depending on your product, you want to aim for any frequency between once a week and once a month. Slow and steady- but also very importantly, read up on anti-spam laws. Generally speaking in North America, you need to make sure you get consent, identification of the potential subscriber, and the provide the ability to unsubscribe.
Did you think I was going to throw into the email marketing pool with no water wings? Think twice. The first tip you want to remember is content comes before most things. You can email your customers at a mathematically perfect frequency, but if your content does not inspire them, it’s useless. Use your white space wisely (read: to your advantage), and keep re-testing. The unique aspect of email marketing is how low cost it is, so use that to its fullest. Track your progress, engage in feedback and try new strategies.
Are you ready for the new age of digital marketing?