How well are you using your email list?

How well are you using your email list?


Every business owner’s dream is a marketing strategy that is highly efficient while still being cost-effective. Email marketing is one such strategy that has seen a huge return on investment for businesses. Consider implementing the following strategies to get the most value from your email marketing campaigns.

What is an email list?
An email list is a set of names and email addresses of those who have given you permission to keep them informed about any promotions your business has to offer. This is a customer registering their interest in your brand, and are therefore more likely to be converted into loyal customers.

How can you build an email list?
Offering your customers incentives to join your mailing list is considered one of the most effective ways to grow your email marketing audience. Consider giving your customers discounts off their first orders if they subscribe to your mailing list. This can actually boost your email list while also giving you additional sales. Free shipping, exclusive and early-access deals are all incentives to motivate your customers to subscribe to your mailing list.

Categorisation
Segmenting your emailing list based on some set of demographics can make optimisation easier when you send out content.

Categorisation relies on the type of content you want to deliver through your email marketing strategy.

If you are promoting store-specific information or targeting audiences within a particular area, segmenting customers based on geographic locations might be more useful. Consider demographic-based segmentation if your content is based on age, gender and other similar factors.

Using emails to convert customers
Most emails are opened through mobile devices, so consider optimising your website and your email content for mobile phones. Provide easy, direct ways to access your website through the emails. An important aspect of email marketing is frequency. While overly frequent emails can be annoying to customers, too few can make your email marketing less effective. Consider allowing your customers to select their preferred frequency.

Content
Email marketing performs best when it comes with engaging, personalised content. Frequent emails dominated by promotions and sales can prompt customers to unsubscribe. Consider adding in people-focused content showing new hires and behind the scenes content, or product information like video guides on using your services. It may be more helpful to prioritise valuable content over promotional content, to keep customers engaged and interacting with your brand.

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If you believe the matters discussed above are relevant to your business, please contact Darren Smith of our office to discuss further.


Darren is a Chartered Accountant with extensive experience, including working in the big 4 and medium sized firms before becoming a partner of a city based firm in 2000.

He has gained much experience and has extensive knowledge in providing business and taxation advice, superannuation planning, negotiation of sales and acquisitions of businesses and property development. His client base covers a wide range of industry groups.

Darren works with business owners to grow their businesses and create personal wealth within and outside of their business.


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