According to a survey conducted by McKinsey and Co., email is going to once again reign over Facebook and Twitter in the online marketing arena. There was a day, not so long ago, when email wore this crown, then in a King of the Hill type takedown, social media ripped that crown away. It seems that email is poised to take back its crown and be head of online media once again.
Customers are still on social media in a big way, so if you've put your marketing dollars into that, don't panic. However, we have come full circle, to the point where people want to see items in their inboxes once again. The customer base is fickle and right now, they are hooked on their emails.
Starting an email campaign is much easier than getting that social media campaign going. This is great news for many busy marketing companies; the email software and, hopefully, the website are already set up for email campaigns. Pull up that dusty email software and get yourself ready to send emails once again.
1. Start a List
You want to get out the old mailing lists, if you still have them. If you don't, that's okay - simply add an option to sign up to newsletters on your website. If you're not writing a newsletter, hire someone to do that for you. You need to capture emails right away if you don't already have a dedicated email list.
2. Newsletters and Updates
Again, if you're not writing a newsletter, you need to start. If you don't feel you have enough going on in your business for weekly updates, you will be pleased to know you have options. You can either bring in stories built around your brand or you can limit your emails to every two weeks. You want to keep your business fresh in the customer's mind, but you don't want to deliver the same information every time. Deliver stories about the brand, for example, an SEO company can talk about videos and their impact on a website. Create enough content to fill at least one page of copy.
3. Unsubsribe Options
As hard as it is to see customers go, keep the unsubscribe button easy to find. When a customer unsubscribes then decides to come back to you, he or she will know that they have the freedom to walk away again and you make it easy. Again, customers are fickle. Accommodate this fickleness and you'll find yourself with more return customers.
4. Be Polite
Keep the emails polite. Don't send too many or too little and don't assume that a customer wants emails just because they submit their email on an order form. One email a week is usually sufficient for newsletters; sales and coupons can go out more often. Ask customers if they would like to sign up for updates from your company to make them feel respected and in control of their inbox. Customers want emails, but they want to control what emails they receive.
Keep yourself on social media, especially if you've purchased advertising spots there. However, grab the old mailing lists and get ready for some old fashioned marketing campaigns to come back.