Direct email marketing offers business owners the opportunity to find new customers through an email message. This strategy is intended to raise consumer awareness and make it as easy as possible for sales leads to become customers.
Finding the balance in an email marketing campaign can be tricky. You want the message to be clear enough to intrigue consumers, but you don’t want it to feel forced or too long. Crafting a message requires you to think about the best attributes your business has to offer, and showcase them for your new audience.
When building your message think about the first thing a potential customer will see when they check their email, the subject line. There are two things your subject line should offer them; a personalized greeting and the promotion you are offering.
You’re also going to want to personalize the greeting of your email too. As with all types of marketing, your goal is to make the customer feel welcome and begin to build a relationship. By including the person’s name in the email, it helps to start this process.
The body of the email needs to be direct in its offer to customers. Using both images and text, think of ways to make your promotion appeal to your audience. If you have more than one idea and want to know which message would work better, you can create two messages and send them to separate lists of people. This is called A/B testing and helps you decide what style of message works best with customers.
Throughout the email there should be links that drive traffic to your website. Ideally, it should lead them to a specific landing page so you can see how well your email marketing campaign is working. A call-to-action (CTA), is a link that directs customers to act quickly on the deal in front of them. The CTA is usually in the form of an image that is hyperlinked, and encourages a customer to take action right away.
Your direct email marketing campaign gives you the opportunity to find and engage new customers that fit a demographic for your business. By building a message that is personal and promotional, you can develop and grow your relationship with new customers.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.