There’s a good chance you receive an email newsletter in your inbox. But why is it that you signed up for that email update in the first place? We are willing to bet that your interests played a part in this decision … however, there’s something more to it if you allow that email to come to you again and again. Most of us look at email marketing from the consumer’s point of view. Let’s flip this and take a look at the brand’s perspective.
Many marketers rely on email and newsletters to reach their target audience, send deals, and keep their site visitors updated on important messaging. But how do you know if you’re sending the right message? Is your audience actually responding? Most importantly, how can you measure success? In this series, we’ll look at email marketing from the audience and message, to the metrics you might want to be concerned about.
Email has changed significantly over the years. These adjustments range from how people read it, the devices we use, and (believe if or not) the impact from something as simple as the subject line. Not only do you have to be engaging with the content you send out, but you should also be sure to target the right audience and give them an incentive to open your email and follow the call to action. Let’s start at the beginning with picking your audience.
You have to figure out how you’re going to get your audience. Simply creating a newsletter CTA may not be enough. Do you have downloadable content on your website? If so, consider placing a lead generation form in front of it. Keep in mind that while you want the form to gather as much information as possible, people are less likely to fill it out if it’s too long.
Tell It Like It Is
Also, it’s a good idea to be transparent. Make sure users know that the form will possibly put their information on a mailing list and provide the ability to opt out. A guaranteed way to risk being sent to junk and spam folders is by sending out unsolicited emails.
What Information to Capture
You need to get as much information as you can about your audience including:
- Location – this will assist in possible regional marketing efforts or expanding your company
- Demographics – these data points might be relevant to your product or service (gender, age, etc.)
- Interests – specific products or services, special offers, loyalty coupons, or general updates all signify what your user prefers.
Narrow Down Your Focus
You can use the information you gather to organize mailing lists so that you can send targeted messaging to a smaller audience. Remember that bigger is not always better in this case. If you have thousands of names that all want to receive different types information, then you risk increasing your unsubscribe and spam rate by repeatedly sending content that is irrelevant to peoples’ interests.
The moral here is to know your audience and make sure you deliver email messages that meet their expectations.
Stay Tuned …
Next time I’ll talk about the actual message itself and what you should take into consideration when building the right email for you or your brand.