The global epidemic has caused unexpected problems for small businesses, and many have a giant impact on their marketing. In fact, of the 79% of marketers who have a content marketing plan, 70% adjusted their plan due to the global pandemic covid-19.
If we look forward to a new beginning, thinking about the past year can give us many new things. Take some time before the end of the year and think about what worked, what didn’t, and what changed before starting a new job.
In this blog, I show you how to measure email marketing results and make changes for the new year.
What is Email Marketing?
Email marketing is highly effective digital marketing strategy that involves sending emails to potential customers and customers. Effective marketing turns email into customers and replicates customers into loyal, enthusiastic fans.
Importance of Email Marketing
We’ve covered the most important question about what email marketing is, but haven’t figured out why email marketing is so important to your business. Now let’s talk about it.
Despite the rise of social media, email is the most effective way to increase and increase customer loyalty.
There are many reasons to make email marketing one of your top priorities, but here are 3 main ones:
1. Email is the # 1 communication channel. Did you know that every day at least 99% of consumers check their email? The same cannot be said of any other communication channel.
2. Your list is yours. On any social media platform, your account (along with all your fans and posts) can be suspended / deleted at any time, with or without prior notice, for any reason. However, you have a mailing list. No one can take this lead from you.
3. Email just converts better. People who purchase items sold by email spend 138% more than those who do not receive offers by email. In fact, email marketing has an Return of investment of 4400%. This is very good! And if you’re wondering about social media converts for the better, think again: the average cost of an email is at least three times that of social media.
Email is simply the best way to sell online.
4 Steps to Plan Your Email Marketing
Step # 1: Measure Your Goals
If you are setting goals for 2021, now is the time to assess whether you have achieved them. Think about the goals you set for 2020 and answer the following questions:
- Has Email Marketing Helped You Grow Your Business?
- How much have sales increased as a result of email marketing?
- Have you formed relationships with your followers? How?
- Have you expanded your mailing list?
Use the answers to these questions to set your SMART goals for 2021. This is an essential first step to plan your email marketing for the coming year.
Smart means:
Specific: Be specific in setting goals and expectations.
Measurable: Make sure you set the criteria to measure your progress.
Achievable: You need to ensure that your goal is ambitious but achievable with your current budget, time, and skill set.
Realistic: Your goal should be challenging but attainable.
Timely: Set yourself a time limit to reach your goal.
Step # 2: Analyze Your Ideal Follower
If you have a targeted audience that want to buy your products or services. We call it your “ideal follower” or “personality.”
But marketing personalities can change over time. Even if you had a specific personality to guide you in your email marketing, it might be time to see if this image is the best reflection of your ideal audience. Without finding out who you are selling to, you will not be able to do your email marketing according to the best of your ability.
To assess your personality, think about the problem you are solving in an email, product, or service. Are you solving their pain points? Who recently joined your mailing list? Has anything changed a lot for them in the last year?
It is important to have a clear idea of the person you want to target your marketing. He will guide all your content creation and email marketing plans.
Step # 3: Understand your Audience’s Problems, Needs, and Wants
People’s needs naturally change over time. The problems they faced in the past may be different from those who now face him.
Think about it. How have your ideal followers changed over the past year? Now how can you help them solve their problems?
To get answers to these questions, you may have to do a little detective work. Conduct interviews with your customers or customers and learn in advance about the problems they face, what materials they need to solve their problems, and how your product or service solves those problems.
You can also ask in your email marketing. You can include a sentiment widget at the bottom of your email and get specific feedback when they like or dislike your message.
Email analytics can also tell a compelling story and give you insight into the content they need and want. Look at your open-rate and click-through rate – what kind of content is most desirable?
Plan your content ideas ahead of time using the editorial calendar so that you know what and when you are going to submit. It can also help you to plan new lead magnets and build email campaigns around each one.
Step # 4: Determine Your Ideal Email Frequency
How often do you send email to your audience? Does this frequency work? If so, great! If not – or you are getting feedback that you send too often or too little – it is time to take a step back and do a little research.
If you’re not sure what email frequency is right for your business, take a look at other marketers in your industry. Do you think it works for them? What do you like or dislike about the email you sent? Remember, quantity is not always the best approach. The more emails, the better. Find a beat that works for you and your followers, and write it on your calendar. If you need some consultation about email marketing, you can contact us. Our email marketing experts will give you the best suggestions regarding the same. And yes, it’s free! Grab the deal now.