As with any marketing strategy you want to make sure that your email campaigns are targeting the right people. email marketing is not a simple as getting an autoresponder, generating some leads and making sales. It takes research and effort to ensure the campaign is effective. If you go into an email campaign with a clear plan of targeting email subscribers in as narrow a niche as possible you will find that you can build a very responsive audience. To be clear it doesn’t happen overnight- you will need to plan, research, track and tweak your campaigns constantly.
The Importance of narrowly targeting email subscribers
One of the most important aspects of marketing with email is to brand yourself as an expert in a particular niche. You want to ensure that your marketing is focussed on a highly targeted audience. Make sure that your squeeze and landing pages are narrowly focussed on a particular aspect of your niche. Then focus on that area – don’t stray into unrelated topics. I’m sure you’ve experienced the frustration of subscribing to a newsletter about a specific topic (let’s use SEO as an example) and then been bombarded with emails about everything else but. Keep your focus narrow. It brands you and builds trust. If people subscribed because you offered help with Facebook give them that and nothing else. People will love you for it.
Deliver targeted well written content
Another aspect of your campaigns is your content. Emails written from the heart will give you a significant advantage over the competition. Of course the emails should be written so that they’re readable. However, your tone and your voice will give your emails that personal flavour that speaks to people. Emails brand you and your business. Make them talk for you.
Write for your audience. Put yourself in their shoes. Write to connect and you will impress. If you write to impress you’ve lost before you begin. Be natural and be warm. You may find that a particular format in your emails works well. Stick to it. And if you are unfamiliar with your niche, take the time to learn about it. Invest in market research if you think it’s necessary, but you should be able to get enough intel by investing some hours researching your topic.
What you include in your campaign is entirely up to you. It is worth bearing in mind that some methods have consistently been found to be more effective than others. A variety of content works best. Endeavour to mix up your emails with a short useful tips, links to relevant websites, reviews for complementary products and of course, recommendations for products that you endorse.
Mix Your Content
A short email containing a link to an article you’ve written or Video you’ve made,is a great way to engage the reader. This technique has two great advantages.
- It avoids sending an email containing an affiliate link (often attracting a spam flag) .
- It subtly invites the reader to share your content with your network (assuming you have share buttons on the article)
I also find short product reviews, usually in PDF form that work very well.
When you mix these up with some genuine tips, you are well on teh way to building a real relationship with your subscribers