With the right email marketing service, you can create powerful, effective branded messages that get the results you want. You may have heard that "email is dead," but here are 5 reasons why you should be using email marketing to stay in touch with your audience:
Everybody's Doing It! 95% of all adults have at least one email address and 93% of those subscribe to at least one email marketing list. Email marketing is a very effective way to communicate because it is very available. It's the preferred method of communication between individuals and businesses in front of direct mail, social media and telemarketing.
Sign-up forms are essential to get started. Place sign-up forms on your website, blog, social media sites and personal email signature. Ask for more information from those signing up on your website since anyone looking at your website is probably more interested in your cause and will not mind giving more information. On social media, however, just ask for limited information like first name and email address.
It is surprisingly personal. A personal marketing approach is an effective marketing approach. You can tailor your message to create personal messages that are successful.
It starts with your sign-up form. Have a plan before you create your form. Think through how you plan on using the data you collect, and only ask for data that you will use. If you don't plan on using a birthday, then don't ask for it.
You want to get away from email blasts that are sent to everyone whether they are casual supporters or big time donors, and send highly effective targeted messages. You can segment your lists into different groups, like volunteers, board members, and donors.
Also, use the personalization tools in email to creative effective warm messages. Use names and specific individual information whenever possible.
You can also use "triggers." These are emails that work for you. You set them up once and they are automatically sent when someone takes an action that "triggers" it like welcome emails, birthday messages, end of the year asks, etc.
Save money by moving your marketing online. Commercial email returned $42.08 for every dollar spent on it in 2010. This is a really terrific ROI for a marketing tool. Internet search advertising returns $21.85. Direct mail returns $15.22.
And if accounting isn't your problem, think about this - time is money. With email triggers, you can set up emails once and then not have to worry about them again. This will save you time.
Email and social media pair nicely. Social media is the new hot thing, but email and social media work very well together. Email continues to be the backbone for social media in so many ways. Most people still receive their social media updates and notices through email.
While email and social media activity are managed as two separate channels by half of all companies, this is a missed opportunity. 42% of social media users check their email at least 4 times a day. Your email and social media marketing should be integrated.
Quickly determine which messages resonate the most. You should be tracking your responses and testing content and subject lines to determine which emails work the best for your audience. Do you know not only how many people open your email, but your click-through rates? Do you know when people open your messages? EmailNow has a very easy to use response section that can answer these questions for you and help you measure your results. You can also see who shared your email on social networks, who has signed up and who has opted out.
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Adapted by Kristina Leroux