Harnessing the Power of Email Marketing
Email newsletters are a powerful marketing tactic for businesses that want to communicate directly with customers on an ongoing basis. From designing a beautiful template and growing your subscriber list to deciding what type of content to share to effectively tell your brand story, here are some tips from the SMC Communications team on how to achieve your strategic goals through engaging email newsletters.
Build a branded template
If you’ve never sent an email marketing campaign before, you’ll need to start by creating a beautiful, easily identifiable newsletter template that’s customized with your specific company branding and logos company’s branding. Using a consistent and eye-catching template will give your email campaigns a polished and professional look that stands out from other brands instills a sense of trust in your readers. Subscriber-based services like Mailchimp and Klayvio provide business owners with access to hundreds of basic newsletter templates. The intuitive platforms will allow you to design simple newsletters that can be set up in just a few clicks using with drag-and-drop content tools. If you want a more sophisticated and professional look and feel, graphic design experts and creative agencies like SMC Communications can build one-of-a-kind branded newsletter templates for your business. Customized email newsletters are designed from scratch with your company’s fonts, logos, photos, and animated graphics, and are optimized with responsive design features for both web and mobile devices, so they look great no matter what type of device your subscribers are using to view them.
Grow your subscriber list
The old adage ‘If you build it, they will come’ isn’t exactly true when it comes to email marketing. A beautifully designed template is a great starting point, but you’ll need to put in work in order to build and maintain your database.
Try these creative strategies to help you attract new subscribers and grow your email audience:
Add opt-in messaging to your digital platforms: Use your social media platforms and website to encourage existing customers to become newsletter subscribers by giving them multiple opportunities and reminders to join your mailing list. Install an attention-grabbing lightbox message on your homepage that pops up on the screen when visitors first arrive and add a signup form to your website site sidebar or in the footer. If you have an e-commerce site, prompt users to subscribe while they’re at the checkout by offering a special discount on their next order and include a link to your signup form on all purchase confirmations and receipts.
Host a contest: Hosting a giveaway and asking participants to provide their contact information as part of the entry process is a simple and easy way to collect a high volume of email addresses for your newsletter list. Contests can be hosted during an in-person event like a trade show or festival or can be administered online using a dedicated microsite. Whenever you’re collecting email information, be sure to give people the option to stay in touch with your business by opting into your mailing list.
Update your email signature: If you communicate with clients and customers directly via email, consider adding a newsletter signup button to your signature at the end of your correspondence. Email signature marketing is underestimated opportunity for business owners to share a call-to-action message and drive newsletter signups.
Remember, before adding any new subscribers to your Canadian-based email database, you’ll need to make sure you’re in compliance with Canada’s Anti-Spam Legislation, which requires individuals to actively opt-in to receive follow-up communication from your company.
Share compelling content
The best way to get your newsletters noticed and retain subscribers is to offer added value to your readers; each targeted email campaign should serve a specific purpose and include a goal-oriented call to action. Commit to sending newsletters on a consistent basis, and ensure your content is entertaining, informative, and relevant for your audience. Rewarding loyal email subscribers with exclusive perks and VIP benefits is a great way to keep them engaged with your brand and might even inspire them to encourage friends and family to sign up for your list.
Here are few examples of subscriber-only benefits that you can incorporate into your newsletter marketing strategy:
Provide an instant incentive for new subscribers to use right away. For example, encourage people to signup for your newsletter to receive a coupon for 15-percent off their next order.
Announce new products or services via your newsletter first to give readers a sneak peek at a new collection or company update.
Share limited-time-offers and seasonal promotional codes exclusively with newsletter subscribers.
Give subscribers behind-the-scenes access to your brand by featuring Q&As with company spokespeople, holiday gift guides, how-to advice, recipes, or other exclusive content.
Use newsletters to sell early-bird tickets for branded events or send invitations to exclusive in-person shopping opportunities.
Whether you choose to send email newsletters on a weekly, quarterly, or monthly basis, make sure you’re dedicating the necessary time and resources to deliver a polished and professional product that looks good and resonates with your readers. Lastly, make sure you write your messaging in a tone of voice that’s consistent to your other channels, so you can continue to build a personal connection with your audience.
If you need help designing a customized branded email template, developing effective newsletter content, or growing your email subscriber list, the digital experts at SMC Communications can develop and execute an email marketing strategy to suit your unique business goals. Get in touch today at smc@shelleymcarthur.com to learn more.