I recently posted about how you can use email marketing to grow your business. So to get you thinking about how you can use email marketing to grow your business in 2013 here’s some practical ideas.
More than just an e-newsletter
I’ve found that most small business owners think of email marketing as just sending out e-newsletters. But it is so much more than that. Especially when you consider that eMarketer (emarketer.com) recently published a report which concluded that email is still one of the most effective marketing activities you can do.
Have you thought about using your email marketing system for?
- Running a competition
- Including a poll or survey
- Highlighting a case study of your recent work
- Delivering a 2 minute video rather than the written word
Triggered emails, or autoresponders as they are also known, are sent based on a are the one type of email that is continuing to do well according to eMarketer, generating higher than average click throughs. In fact triggered emails generated a click-through rate of 10.4% (more than twice the average) in the first quarter of 2012.
One of the things I love about triggered emails is the fact that you can just set them up and leave them to get on with engaging with your subscribers. So what can you do with them?
- Newsletter confirmation / welcome
- Competition entry notification
- Membership welcome/renewal
- Shipping notices/shopping cart abandonment
- Event booking confirmation
- Post event /experience feedback survey
- Unsubscribe confirmation
- Update profile confirmation
Integrate emails with all your marketing
Presenting a clear and consistent voice to your customers and contacts is critical to the success of your business, but you can take this one stage further by making your monthly emails the foundation of your marketing activity.
Have a focus period, perhaps on one area of your business, when your marketing emails can support and compliment all your other marketing efforts. This ‘consolidated marketing’ approach can certainly reap rewards as your prospects will ‘get’ your message quicker.
So when you’re planning your next marketing email ask yourself, what I will do with:
- Web pages
- Blog posts
- Online articles
- Networking minutes
- Every form of social media known to man
What are your plans for your email marketing? Are you going to try anything new?