As the country slowly starts to re-open from the fallout from the COVID-19 pandemic, many New Bern businesses will experience sales that are a fraction of what they were just 12 short months ago.
While it’s impossible to predict precisely when the American economy will recover, some experts believe it could take as short as one year or as long as three before things finally normalize.
This is why it’s of the utmost importance for New Bern businesses to accelerate their marketing efforts during this time period. Email marketing is a cost-effective way of reaching millions of potential customers—if performed correctly.
In some circles, email marketing gets an undeserved bad rap. They might view it as intrusive or ineffective, but that’s only for those email campaigns that are set up incorrectly. We want to share with you a few tips on how you can improve the marketing returns from a properly executed email campaign.
Much like direct mail, one of the most significant deciding factors in the success or failure of a campaign is the list of people that email. A poor-quality list will result in poor quality results (at best) or a flood of spam complaints (at worst).
Ideally, you would compile a list of people to reach out to from the contact information of your current customers. These people trust your business and are more likely to respond favorably to an email outreach campaign.
But what if you don’t have a list—or you want to find new customers altogether?
A professional email list acquisition service can help you find new potential customers who are most likely to patronize your business or use your services. You’ll tap into a pool of millions of people that your competitors most likely are not targeting with their marketing efforts.
Once you have a good list, it’s now time to craft the perfect email. This is where persuasive copywriting will have an immense effect on the success or failure of your campaign.
A persuasive marketing email consists of three elements:
- Subject line
- Relevant content
If you goof up on anyone of the three, your email will fall flat. A proper subject line should be concise and speak to the nature of what’s inside the email. They should exhibit some creativity and entice the recipient to click on them.
If the subject line of an email is the hook, then the body of content contained within is the rod and reel. This is where you will persuade them to visit your website, pick up the phone, or perform an action. Keep this part of the email short and sweet—nobody wants to read a 10-page novel. Give them enough information to cause them to take the next action.
The call-to-action (CTA) is the final element of a persuasive email. It psychologically directs them to take the action that the subject line and body promised. It needs to stand out from the message and be short and clear enough, so there is no room for misinterpretation.
Reporting and Tracking
Email is not a “set it and forget it” type of marketing channel. Those who view it as a proverbial message in a glass bottle cast adrift into the ocean are missing out on the most important part of email marketing: reporting and tracking.
By measuring the success of your campaigns, you can fine-tune the next one and perform A/B tests to help ensure that you’re getting the most out of your efforts. Little tweaks such as changing the color of the call-to-action button (or text) or trying a new marketing message can have a huge effect on sales and response rates.
There are several ways to report and track an email campaign. You can use a pURL from which you can track how many people clicked the link. A dedicated landing page that has a contact form on it can also help track performance as well as allow you to gather more data for future marketing efforts.
Email Marketing Experts in New Bern
As many New Bern businesses continue to deal with the fallout from the COVID-19 pandemic, there’s no telling what the future holds. Now is the time to get a head start on your marketing efforts so that you’ll be better able to ride out the storm.
If you need help creating, designing, executing, and tracking an email campaign, give the experts at AlphaGraphics of New Bern a call.
At AlphaGraphics of New Bern, we’ve helped countless local businesses find success using one of the oldest and most effective forms of offline marketing. To learn more about how AlphaGraphics of New Bern can produce and design your next project, you may email us, request a quote, or call us at (252) 633-3199.