3 Types of Emails Your Business Should Send

As we countdown to Using Email Marketing to Boost Your Business, I’ve had a lot of business owners ask me, “Is email marketing truly something my type of business should invest in?” My short answer: Yes.

If you check the stats from my previous post, you should completely understand the WHY. For those that are still unsure, put yourself in your consumers shoes as you continue to read.

  1. Welcome Email – The first email campaign you should send is a welcome email. This email should let the subscriber know the types of emails they will be receiving and the frequency. The true purpose of this email is to set the tone. When you do that from the beginning, subscribers will know what to expect and are more likely to open future emails.
  2. Newsletter – Many marketers make the mistake of only emailing subscribers when they are trying to sell or promote something. You should have at least one monthly touchpoint that encompasses things happening in the industry, in your business, or even in the community that is relevant.
  3. Follow Up – If you’ve had a recent event, webinar, or meeting with a prospective client, you should send a follow up email to attendees. This should include a recap of the event or conversation you’ve had, and your company information. You should also ask their permission to add them to your mailing list for future communication.

If you think about it, you probably receive these type of messages on a daily basis. That is why content is important. It is what keeps readers coming back. Register for Using Email Marketing to Boost Your Business to learn more about how you can take your brand to the next level.

Want to talk to me directly about how email marketing can help your business? Click here to schedule a one-on-one consultation.

Here’s Why Email Marketing Matters

Email marketing is a science that specialists and marketing pros work diligently to understand. Why? Because there are billions of people in the world and 85% of the population has at least one email address.

What could this mean for your business?

If you could create your personal algorithm for your business where you know exactly what to send, who to send to, and how frequently to send email campaigns, wouldn’t you? Especially if it meant increased revenue for your business?

Here are some other reasons why email marketing matters:

Want to learn how you can use email marketing to boost your business? Register for our webinar today. Click here to reserve your spot.

Here's Why Email Matters

Incorporating email marketing into your business plan is the perfect way to build brand awareness, increase customer retention, and revenue for your company. Join me on September 23rd for a special webinar about how to use email marketing to boost your business. Click here to reserve your spot today.

 

Map out the journey with email marketing

When one audience member asked the panel, “If you could only utilize ONE marketing platform for the rest of your life, what would it be?” Mike Whaling, Founder of 30 Lines interjected and answered with “email.”

Email marketing is the one channel that remains fairly consistent in how it works, and what you can expect from it. Yet, so many companies fail to utilize this platform as efficiently as they could.

A common theme at Content is King hosted by the Columbus Chamber of Commerce was the art of storytelling is imperative when it comes to content marketing.

Bob LeBoeuf, General Manager at Propel Marketing and Dispatch Media Group said it best with, “Savvy marketing is understanding the journey to purchase and putting messages in between.”

In other words, to get customers to purchase your product you need to understand your audience and create content to get them to the point of purchase.

So how do you map out the journey using email marketing?

Study and understand the behavior flow of your audience and create targeted messages to get to the point of purchase. There are tools, like Google Analytics, that you can utilize to review your analytics and begin this purchase.

Email marketing platforms like MailChimp allow you to set up automation emails – or as some call it, drip campaigns. These type of campaigns send automated messages to subscribers based off where they are in the point of purchase process.

As with any marketing platform, creating quality content and getting your messages to the right people is the first rule of thumb in content marketing.

At TJE Communications, a major focus is understanding the intended audience and creating unforgettable messages. Email me today at tje@tjecommunications.com to learn more about how you can map out your point of purchase journey.

Easy Ways to Grow Your Email List

One by one, you’ve probably built up a sizable email list. You probably started organically—capturing emails from orders, for example, or even through registrations on your website.

But now that you’ve got that list, what do you do with it and how do you make it richer and more productive? Growing it through thoughtful strategies is one way.

One method may not have occurred to you: social ads. What makes these so fruitful is that they’re a great way to capture people who probably already have an affinity for your company, product, or service. Plus, Facebook has services built into its structure to make this easy to do.

And when building an email subscription base, more turns out to be more. You need more ways for people to enter their email address—landing page, newsletters, downloads, whatever it takes.

Speaking of downloads, turns out offering free incentives—say, a coupon or an e-book—are also great ways to get people to share an email with you. You can also ask their opinion of your company, product, or service, and use that strategy to capture yet even more emails.

Want more ideas for a better email subscription base? Use this graphic to get started.

Easy Ways to Quickly Grow Your Email Subscriber Base

How to obtain and keep a good list

Other than having quality content, having a quality email distribution list is one of the most important aspects of any email marketing campaign strategy. Your email list will impact who opens your emails, if anyone, and the integrity of your business.

Active clients
Active clients should be the first people you add to your email distribution list. If you have someone who often likes, comments, or shares your post on social media, it is likely they will read and engage with your email campaigns.

Keep list current and up-to-date
Your email list should always remain current. If you write new policies, keep note of this and at the end of every month, add these people to your distribution list. Since they are new to your agency, they will be most likely to open and engage with your emails.

Keep it clean
Just as you should add new customers, you need to remove clients you no longer work with. Not only does this avoid these people marking you as spam, it can increase your engagement and open percentage by removing people who are ignoring your emails.

Segment lists
A list segmented into different policies such as personal lines and commercial, allows you send targeted messages to a specific group of people. You can go even further and create a list of home insurance policy holders who don’t have auto insurance and create cross sell campaigns.

Things to avoid:

  • Buying email list: These people don’t know you and more than likely don’t care to.
  • Prospect list: Before you blast out an email campaign to a list of prospects, be sure these people know who you are and are aware you will be sending emails. This list should also be current and have legitimate email addresses.
  • Over selling to current clients: While it is great to have your list segmented so you can cross sell to current clients. Be mindful of how often you are sending cross sell campaigns. Overselling to your current book of business could cause them to ignore or unsubscribe from your mailing list.

4 Factors That Impact Your Email Strategy

Whether you’re experienced in email marketing or just starting out, you should be continuously revisiting your email marketing strategy to find ways to improve.

Over time I have found that there are 4 factors that will always impact your strategy and should be considered as best practices.

1. Segment Lists
Your email distribution lists should always be segmented or broken down into relevant groups. What I find most common and effective for insurance agencies is to break down the lists by policy (personal, commercial, and farm). You can go even further by creating a list for home insurance policy holders without auto insurance to increase cross-sell campaigns.

Why do I need to segment my lists?
This helps create targeted campaigns that are relevant to those specific groups. In turn, customers will find your emails valuable and will more than likely open them in the future.

2. Perfect Send Times
MailChimp will provide you with reports for every campaign you send. Take advantage of this by paying attention to the time subscribers tend to open your emails. If you notice most subscribers read your campaigns in the morning, then you should be sending your campaigns at the beginning of the day versus the end.

How can I figure out my best send time?
Work with your strategist to review your reports thoroughly to find your best send time. You could run a test by utilizing MailChimp’s A/B Testing option. This will let you send to the same email to one list at two different times. From there, you can find what works best for your subscribers.

3. Effective Subject Lines
Your subject line and preheader text are the most important part of your email strategy because they are the first thing subscribers see. You need to make sure your subject line is short, sweet, and relevant to the email.

What type of subject lines are most effective?
Again, short, sweet, and relevant are the big three when it comes to subject lines. You can also utilize emoji’s and hashtags if you see fit and only if they make sense. The A/B Testing option is a good way to test subject lines on your audience.

4. Quality Content
The content is the meat of your email strategy and the retention piece. This will be the determining factor on whether subscribers open your emails in the future. The content should be relevant, relatable, and easy to read.

How do I know if my content is relevant?
Engage with your customers and ask them what type of information they would like to learn more about. You could run a poll on twitter or pose a question on your Facebook page.

** Bonus: 55% of email subscribers open emails on their mobile device. It is important to make sure your emails are compatible and appealing on mobile devices. You can do this with the preview mode on MailChimp. 

Is Email Marketing Worth The Hassle?

If you think email marketing is old school, then you are sadly mistaken. With 85% of the world’s population utilizing email, your company can’t afford to omit this tactic from your marketing plan.

Why is email marketing so effective?

Unlike social media or organic search, you don’t have to think about keywords to determine how you reach your audience. This is your direct line to your customers and potential clients.

For every dollar you spend on email marketing, your average return on investment is $38. Making email marketing essentially pay for itself.

How can you increase your ROI?

There are many things you can do to increase your return on investment with your email campaigns.

To get yourself started, follow these three steps:

1. Segment Your List
This is the best way to create targeted messages for each group your customers fit into. If you have customers with home insurance, but no auto, create a list that reflect thats. Going even further, it makes it easier to send cross-sell campaigns in the future.

2. Plan Ahead
If you really want to be tactical, plan your email campaigns ahead of time. Sending renewal campaigns, or tips for how to prepare your home for different seasons, allows you to stay top of mind to customers and ahead of the competition.

3. Get Customer Feedback
Ask your customers what they would like to see with your email campaigns. Find out what topics they want to learn more about and create the content they want to see.

The bright side of mass unsubscribe services

There are so many new mass unsubscribe services on the rise that seem to be causing some concerns within the email marketing industry. Yes, it is true that there are a lot of cons to these services. However, where there are cons, there is always a bright side.

Quality Content

Mass unsubscribe services should light a fire in you to make you want to create quality content. If you are producing quality information in every email campaign, you should not be worried about mass unsubscribe services impacting your email strategy.

Relevance

Who cares if these apps cause multiple people to unsubscribe from your list if those people have no relevance within your strategy? Take this time to re-identify who your target audience is by asking yourself the following questions:

1. Who would benefit most from my email campaign?

2. What type of information does my target audience want to see?

3. How can I create quality content that is relevant to my target audience?

Restructure Strategy

Maybe your email strategy is completely outdated. Maybe you have tons of broken links within your campaigns. Take this time to restructure your strategy to enhance your chances of engagement. Content matters but so do aesthetics and functionality.

As these mass unsubscribe services begin to surface, don’t use them as a cop out as to why your email campaigns aren’t receiving the type of engagement you’ve hoped for. Instead look on the bright side!

Take this opportunity to produce quality content that is relevant to your audience, and reconstruct your email marketing strategy to ensure it is up to date.

email marketing