"What sort of campaign should I offer?"
There is a lot you can do with email marketing, but the success or failure of a campaign hinges on the specific approach you take.
Interactive advertising
Email marketing, like most online advertising, relies on the recipient taking action to interact with your message - in this case choosing to subscribe and then choosing to open and read your emails. This is unlike traditional offline advertising which relies on a passive audience. A television audience doesn't switch on for the adverts and a bvillboard doesn't require the passing traffic to do anything to get the message. But email marketing needs to elicit the cooperation of your recipients.
This is why you may achieve stronger results by avoiding sending straight-forward advertising material. Most people won't want to interupt their daily activities to open and read what is clearly just an advert.
People will open an email that offers them something of value, however. A voucher, a newsletter or an article providing useful information gives the reader something for free. This will motivate a much higher response and encourage more customers to subscribe.
Building brand or sales?
Not every marketing campaign has to be directly related to specific sales. Some marketing can be about building brand awareness and relationships with your cusomer base. This approach may not produce an immediate corresponding rise in sales, but can see a slow climb in reputation and reach that gradually builds sales from other directions.
When designing your email strategy, you need to decide whether each piece of content has the goal of pushing immediate sales or building brand. A voucher is obviously a sales tactic, an informative article is designed to convince the reader that your business is one to be trusted and has the expertise they may find useful in future.
It may be worth experimenting at first and inviting feedback so you can find the right balance for your target market.
More Frequently Asked Questions
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