By the end of 2017 there were over 3.7 billion email users which clearly shows the potential range and power of a properly implemented email marketing strategy. Including email marketing into your marketing plans could be a sure-fire way to tap into new markets. If you plan on incorporating this method into your marketing plan, then there are a few things to consider.
Setting your goals is always number one. This will help you to understand what your business hopes to achieve from email marketing, and in turn the best way to go about that. Goals could range from increased views on your site to boosting the number of online sales; both would alter the way you execute your marketing.
Your email database is the key to success, but can be difficult to build. Start with your existing contacts and customers, from there you need to capture the attention of your audience whose email addresses you do not have. Coupling a simple subscribe option with invaluable enticements – such as helpful guides, top 10 lists, white papers, or free express shipping – can help you achieve this.
An important thing to note when it comes to email marketing is that it is regulated by the Spam Act 2003 which is given authority through the Australian Communications and Media Authority (ACMA). This prevents Australian businesses sending unwelcome commercial electronic messages. To avoid being reported to ACMA and facing repercussions you must obtain the following before sending emails:
- Permission from the customer to be sent commercial electronic messages; and
- All emails must include an unsubscribe, or opt-out option.
There are companies that you can use to conduct your email marketing. Most of them will work with major e-commerce providers and social media sites to create, execute and report on your email marketing strategy. Check out well known email marketers such as Mail Chimp and Campaign Monitor.
If you have more questions and would like to talk to an industry expert, then book an appointment with Small Business Smart Business mentors.