EMAIL MARKETING

Email Marketing – A Powerful Marketing Strategy

At YDS we can assist you in the development of stand-out, aesthetically-pleasing, marketing-savvy email campaigns. We focus on the construction of specialised marketing messaging and clever call to actions in order to direct readers to your website or your landing page whereby they are that one step closer to becoming a sale or a lead. We have assisted a variety of clients with their email campaigns by fine-tuning their marketing messaging, sending the right message and portraying their businesses in a way that their target market can understand and relate to.

Email Marketing is an extremely effective form of Digital Marketing – if done well. The question floating around the web, “Is Email Marketing Dead?” was firmly proven wrong due to recent studies which showed Email Marketing remains as one of the most effective Digital Marketing channels. The reason email does still exist as such a prominent marketing process, is because of its multifaceted, long-standing nature; we require email for a range of purposes and frankly, we would be lost without it. How many people do you know without an email account? Everyone emails – for a variety of reasons – which makes it a communication channel integral to society.

Marketing is about identifying the appropriate communication channels to successfully reach a specific audience. Therefore, email as a mode of Digital Marketing certainly has its place. However, the competitive Email Campaign market makes it difficult to stand out, and standing out is indeed the key to a successful Email Campaign. So, if you need help developing a dynamic Email Campaign, get in contact with our team at Your Digital Solution.

Steps to Effectively Market through Email:

At YDS, we have a systematic approach to our Email Marketing. It’s vital to be systematic with Email Marketing as there are a range of important steps to take which all rely on one another; if you miss a step or two, your campaign won’t perform. Below are the fundamental steps involved with a successful Email Campaign:

Decide on the most Effective way to Connect with your Audience:
Typically, Weekly/Fortnightly/Monthly Newsletters are a common way to target a market via email. Complemented by occasional Deals, Offers, Surveys etc. However, consistency is key. So, ensure to schedule recurring emails. Overall, map out exactly how you intend on connecting with your audience and stick to it.
Lists & Gaining Trust:
Before you even begin building your Contact or Prospect Lists, it’s important to get permission from prospective recipients. When you get permission, you are much more likely to form a long-lasting, mutually beneficial relationship with recipients as they already know and trust you. Not to mention, if you have permission, you’re less likely to end up in their spam folder which is of the utmost importance.

Once you’ve collected a solid group of email addresses, you can group them according to their relevance. You can create as many lists as you need, so that each email you send goes to the most appropriate recipients. For example, you might decide to develop a master list which includes all of the email addresses you have collected. You might decide that your Newsletter is most appropriate for all of your recipients and therefore send it to your master list. However, if you were sending out an offer, you may only want to target your prospective clients in order to entice them, so you might create a ‘Prospective Clients’ list specifically designed to turn prospective clients into new clients.

Ways to Grow Your Mailing Lists:
- Client Relationships:
  Over time you will develop many relationships with clients and stakeholders, the more people to email, the better.
- Pop Ups:
  Consider adding a simple, non-invasive pop up on your site simply collecting email addresses from visitors who wish to join your mailing list.
- Offers:
  If you ever advertise an offer or deal and participants need to fill out a form, make a disclaimer that anyone who enters their email address will be automatically added into your mailing list.
Setting up Your Campaign:
Once you’ve developed your overall Email Marketing Plan and a variety of lists, you can begin designing your Campaigns. Most Email Marketing Softwares include a variety of templates specifically designed for different types of emails. It’s important in the beginning of your Email Marketing journey to play around with different design elements and explore the software you’re using. However, this is where the marketing really comes into play and it’s crucial to choose the correct messaging, and be very aware of the correct placement of content, images, videos and links. Therefore, research and examples of other successful email campaigns might act as a useful guide. However, this obviously isn’t everyone’s forte and it’s very tricky to develop a campaign that will appeal to the masses. So, this is where the aid of a Digital Marketing Agency is of genuine value.
Retargeting:
Retargeting is an exceptionally useful function when Marketing through email. There are a range of options to choose from when retargeting and each option appeals to a specific situation. Retargeting allows you to schedule specific emails once someone has or has not opened a previous campaign among many other things. Depending on the outcome you are aiming for, you may retarget a specific list in order to further appeal to those who are showing interest or alternatively, to re-entice those who are appearing to lose interest.