Sitting with a bunch of email addresses from customers who’d really like to hear from you from time to time? Contrary to what many might think, email marketing is far from dead and buried. In fact, some digital marketers are boosting returns on investments of up to 70 to 1! In other words, for some professional email marketers, they garner a whopping $70 for every $1 they spend. Email is still going to be an important marketing and advertising tool in 2021, so let’s have a closer look at how you can craft a winning email marketing strategy for your business!
Establish Your Goals
First things first: why are you looking at creating an email marketing strategy? Are you hoping to remind your past customers and suppliers that you’re still in business? Maybe you have a new range of products that you’d like to start promoting? The purpose behind your marketing efforts will influence the people you will target, the design you’ll use, the content you’ll include, etc. Write down, in one sentence, what the over-arching purpose of your email marketing campaign will be.
Ensure Your Compliance
Whether you have an existing list of email addresses or you’re going to build a list from scratch, modern data privacy regulations must be adhered to. The GDPR and, in South Africa, POPI Act have now made it law that brands make their email marketing customers privy to the way their information is being stored, the information they can expect to receive, and the process of unsubscribing from the email list. An important part of creating a winning email strategy is to ensure that your campaign will comply with international data regulations.
Start Building Your Lists
Your email can be the most gorgeous thing anyone has ever seen, but if you have no email addresses to send it to – nobody’s going to see it. An important phase of an email marketing strategy is sourcing the mailing addresses that will be added to your database. Do this with a raffle, an in-store competition, or ask customers directly if they’d like to stay in email contact with the brand. Once you have a list of email addresses (and all recipients have opted into receiving your email marketing), the next step is to segment them into categories (suppliers, customers, staff).