All of a sudden, you volunteer an employee to write a some sort of blog post for the company e-newsletter or email marketing campaign. As a marketer, my initial response is positive. Anything contributing to content and engaging with customers is beneficial, right? Well, it could be provided it is well thought out and planned.
E-newsletters and email campaigns are two of the most common forms of communications. They also seem to be the least effective in terms of marketing. Why do you think that is? Could it be lack of strategy? Minimal input or awareness about the actual marketing plan? More often than not, it’s a combination of both.
Before you even consider sending out an email campaign or posting an article to your blog, there are many things to consider. First and foremost, there must be a goal. Without this, it is difficult to know the topic let alone the type of communication piece to write. The information itself can range anywhere from products and promotions to services and industry related news. Without any direction at all, this can make a simple request one of the most dreadful and complicated. Once a goal has been established, you can then determine if an email or blog post makes sense. If so, you can then proceed with executing a strategy that will assist in providing the desired results.
A few ways for utilizing E-Newsletters & Email Marketing Campaign
- Increase Sales & Quote Requests
- Services Provided Awareness
- Invites to Upcoming Events
- Build Long Term Relationships with Customers
Now all you have to do is extract useful and powerful information from your team. This is often the most dreadful part, not only for the one requesting details but more so for those who are asked to come up with the content piece. Here are a few tips that may be helpful to you and the person writing the content piece.
Tips for Utilizing E-Newsletter & Email Marketing Campaigns
- Advise the purpose for the communication and goal you wish to achieve
- Educate on where a majority of the focus is and has been. Understand this is not solely related to the organizations itself but, interests of existing and potential customers as well.
- Communication should be informative and concise
- Topic should promote a specific brand, category, product, or service.
- Encourage a single call to action should be advised. This will keep it visible and help your customers understand what it is you want them to do.
- Providing details pertaining to previous campaigns can be helpful as well.
With all the types of email communication at a marketer’s disposal, it’s easy to fall into the trap of sending your email recipients too much email. Therefore, it’s very important to regularly keep track of what messages you’re sending to who. That being said, it’s entirely possible to send all of these types of emails without spamming your list, and that’s where segmentation comes into play. A highly productive and effective email marketing campaign consists of segmented communication that touches prospects and leads at the right time with the right type of email to suit that recipient’s needs and preferences.
We would like to hear your input and ideas as well. Once you have tried a few of the above mentioned recommendations, please reach out to let us know how it worked for you and your organization.