Email marketing has become a tried-and-true method for brands to reach out to their customers. This avenue allows businesses to inform and educate readers without appearing too pushy. However, these efforts require a specific touch supported by the right information to help ensure their success.This begs the question: "What information does my company need to create an engaging email campaign?" Let's take a look at the data your marketing team should be leveraging to best inform and support your email campaigns:
1) An audience: Consumer permission
No one appreciates unsolicited emails clogging up their inbox. Before you even craft the language or content, it's important to build out a list of customer emails, and as Kissmetrics pointed out, it's imperative to have permission first.
Some brands entice consumers with free giveaways, coupons, discounts or other offers to spur their email permissions. Others may decide to gate access to certain online content, allowing only those who have been given permission to use these materials. In either case, it's important to explain the purpose of your brand's email campaigns, what readers can expect to get and how often they will see messages from your company.
2) Content: Promotional or educational?
Once your email audience is in place, it's time to craft the content that will be sent to current and prospective customers. MailChimp noted that a range of different approaches have been successful for brands, including emails outlining upcoming events that the company will participate in, meet-and-greet style employee profiles and news coverage that connects back to the business or the types of services it provides.
This content can be more promotional in nature and link directly back to the organization. This strategy can help keep your brand top-of-mind for customers and provide another opportunity to publicize your efforts and offerings.
3) Tracking information: Gauging success
Educational content that seeks to inform rather than sell to clients has also been an impactful approach. Here, email campaigns might include a topographical article that can provide value to the readers, as well as a softer connection back to the brand. It can be beneficial to offer a mix of promotional and education content, depending upon the purpose of each individual campaign.
Finally, it's important that your company is able to glean insights about how the email campaign was received by the target audience. This requires an in-depth look at your brand's traffic and how the email campaign might have contributed.
"A good content strategy can help keep your brand top-of-mind for customers."
A service like PriceSpider's Where To Buy can offer just the level of visibility that is needed here. Where To Buy lets you to examine your traffic through a microscope, including tracking details pertaining to email campaigns and paid searches, customer conversions and transaction activity as well as top-performing products. These details won't only provide insight for current email campaigns, but can help inform subsequent efforts as well.
To find out more, contact PriceSpider today.