August 14, 2018
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How to Build an Email Marketing Program

Email marketing consists in using electronic mail to communicate with prospects and current customers. Currently, there are three times as many email accounts than Facebook and Twitter accounts; therefore, the audience is large. However, for the marketing strategy to be successful, companies need to ensure that the recipient opens the email and reads the information. For this behavior to occur, a prospective customer must see the email as valuable and not as spam, unsolicited, or unneeded. When done correctly, the strategy is effective because it is the largest communication channels and provides the means to manage your message while being specific to the recipients.

Building an Email List

To succeed with email marketing campaigns, the emails should spark interest in the person receiving it. Therefore, it is important to specifically target prospects and send information in areas of interest or concern. Specific niches like online marketing for legal firms can produce positive results because of the specificity of the content. Also, email should never be unsolicited. The worst thing that you can do is purchase an email list or build a list using information from prospects that are unaware that they will be receiving emails from you. Doing this is a guaranteed way of having your information pushed to the junk mail section. Also, it may get your email address blacklisted. The practice also does not make any business sense, as people will not make purchases from spam that they receive.

So, how can businesses create targeted and highly qualified email lists? The answer is quite simple. The way to generate the list is to produce high-quality content. Whether the posted information is a question and answers post, how-to page, or a personal success story, as long as the quality is high, readers will value the content. As you build the content, provide information and ask for an email in return for extended information. Some well-performing tactics include creating a well-written landing page with great introductory content. The reader should feel that you are an expert on the subject matter. The site should include strategic placement of buttons that provide the user with the ability to sign up for a list to receive a newsletter or additional content. As you do this, always allow prospects to opt out of a mailing list and respect that decision. Do not send any other information unless the person specifically asks.

Putting the Strategy Together

The ability to convince people that you are a subject matter expert is critical to establish trust. Users should read your content and see that it contains valuable information that they need. If this is established, readers will willingly provide their information and anxiously await to receive more information. In a direct way, you have created a mechanism to send as much information as possible without such emails being considered junk mail and spam. Do not violate this trust. If you are going to market a product, make sure that the information that revolves around the product aligns with the message so that the marketing seems complementary. Readers should review the content and know that they should read it. According to research, when emails and marketing material contain relevant information, companies can reach a 760% increase in revenue.

Once this is created, replicate the strategy. Use pay-per-click campaigns and Facebooks ads that push the content. You should not be promoting the product. Instead, focus on the content. What you are paying for is the conversion rate for obtaining the information of visitors. The more landing pages with quality content that generate email leads, the more opportunities to push the final product. Do not be afraid to seek professional advice on Search Engine Optimization (SEO). Groups like SEO agencies in Toronto can help develop strategies to improve search results can lead to more traffic.

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