While social media offers a powerful means of public engagement and promoting brand awareness, devising email campaigns accurately directed towards identified targets is an unbeatable marketing strategy, particularly in the B2B arena. Also, as we’ve maintained before, working email campaigns in conjunction with social media programmes can be a winning strategy.
There are six long established campaigning questions that marketers and communicators frequently ask themselves that are good to flag up for email marketing initiatives:
What (= content)
The content of the email needs to engage and be seen to benefit the recipient, whether it’s via a desirable special offer or through providing valuable information. Skilfully selecting and crafting text and images maintains a perception of brand quality as well as reinforcing the impact of the message.
How (= presentation)
Designing and structuring the email is vital to make the content easy to follow and absorb. The message should be simple, brief as possible, attractive and personal. Emails today must also be optimised for mobiles, with impact in the subject line, an “approachable” sender reference and a clear call to action each playing an important part.
Why (= purpose)
There are numerous reasons for engaging audiences via email, including generating leads, strengthening customer relationships, building brand awareness and increasing website traffic. An E-Consultancy blog on fashion house welcome emails demonstrates rights and wrongs from leading industry players in the “Why” as well as “What” and “How” areas
When (= scheduling)
Planning the schedules, frequency and timings of emails can make a major difference to email open rates. Optimum scheduling varies in the B2B and B2C arenas and between different business sectors. Some useful pointers on timings are provided from surveys by MailChimp and by Smart Insights from information based on Pure360 research.
Where (= database)
Strategically managing the database will maintain its quality, ensuring that it is both up-to-date and accurately segmented for emails to fit the requirements of different target audiences. The database needs to be permission based and any unsubscribe requests rigorously honoured.
Who (= recipients)
Within the companies and organisations making up the database are the actual people that will receive, click-through and hopefully act upon emails received. Their job responsibilities and business interests are all important to the email campaign – if what is on offer is seen to be helpful to them in what they do, they will react positively.
This 6-point formula works well as a starting point, but to discuss how email marketing can be made to work for your individual marketing demands, contact the BBI Brandboost team on 01494 452600 or by email.
In our next newsletters we will return to these subjects in more detail and also to the important areas of reviewing and measuring results. Your feedback as always will be very welcome!
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