How to use email marketing

Business Advice & Assistance Starting a Business Digital Marketing

The world of email marketing is no longer a new space to talk to clients and it is an extremely powerful and cost effective tool.  It can be used to keep your business front of mind and nurture relationships with existing customers, drive attendance and direct traffic to your product and services.  The value of an email subscriber far outweighs the value of some social media platforms that your business might use, simply because you own the address and domain.
Email marketing is something that requires a good amount of balance and targeting, as you do not want to spam this group of customers, but you do want to engage with them in a targeted and thoughtful manner.
Did you know?

  • 49% of all emails are opened on mobile devices
  • Videos added to your email increase click rates significantly
  • Average expected ROI is $42 for every $1 you spend on email marketing
  • 49% of consumers like to receive promotional emails from their favourite brands

Creating an email database
If you haven’t already got a customer database, these 5 steps help you set one up:

  1. Create a list in a simple spreadsheet; this can then be uploaded into specific email marketing software, such as Mailchimp.
  2. Always get permission.  There are anti-spam laws that you need to be compliant with, so it is important to ensure that people can opt in and out of your lists. To do this, send an initial email communication asking if they would like to opt in to receiving future emails from your business (ie tips, updates, exclusive deals etc).
  3. Add all of the “opt in” customers to your final data base and then upload this to your chosen software.
  4. Continue to build this list!  At point of sale/enquiry etc set up a process that allows your customers to opt in to receive your emails.
  5. Segment your subscriber list.  It’s important to understand that not all of your customers are the same and by grouping them around specific target audience/programming you can ensure that they are receiving the most relevant information for their wants and needs.

How to create emails that engage & convert    
It’s really important to ensure that you create relevant, engaging, education and entertaining emails that are sent with a thoughtful delivery schedule.  You can do this by:

  1. Knowing your audience- if you have a good understanding of your customers, and what they are interested in you will stand a good chance of creating content that will connect them. How well do you know your customer? Read here for more tips!
  2. Add Value- it’s always “what’s in it for me” to open an email.  Yes, you want customers to buy from you, but if every email yells that from the treetops, you will turn people off.  Alternatively if you can produce programs and products that will genuinely capture interest of your customers and then demonstrate how these will make like easier, more awesome, (sometimes) cheaper, then you’re likely to get more click throughs.
  3. Too much communication.  Don’t bombard people, it’s an absolute turn off.  What is considered “too much” depends on your product/service and your customers.  You will need to test and measure this to get the right mix.
  4. Customise- Using your customers first name in an email, so that it appears like you are just writing to them.  Using someone’s first name in the email subject can be super effective and can boost open rates.  Don’t be creepy with your customisation, be friendly, be helpful, be personalised.
  5. Images- A picture paints a thousand words, without taking up that much space!  Our attention span is pretty short these days, so if you can use visuals with your words, then do it!  You can embed video’s directly into email messages (don’t expect a customer to click on an image or video, we’ve all be taught this is where viruses lurk) and images will help the customer process your message more quickly and can add some fun.  

Email marketing tools

You may not always notice when your favourite e-newsletter comes through from the third-party host. This can often be one of the more cost effective and efficient ways of compiling your database and making your enews look professional.  Below you will find links through to some of the more prevelant enews tools in the Australian marketplace:

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