‘Do You Remember Me?’ is not just a forgotten song by Jermaine Jackson, it is a real question most companies that use email marketing should ask themselves. After all, you’ve done the hard work of building up a solid list of email subscribers and built content that garners impressive open and click through rates. But after your email is opened and the content consumed, how long before your reader thinks of your organisation again?
Email marketing, especially personalised email marketing, is a crucial aspect of any digital campaign. Not only does it drive traffic and convert sales, it keeps customers and potential customers engaged with your brand and products. However, after they open your email and click through to your content, it could be a while before they hear from you via email again. You’ll want to build on the momentum you’re gaining with email to keep yourself top of mind and tip of the tongue! Luckily, there are two inexpensive ways you can do this online.
Build on the momentum you’re gaining with email to keep yourself top of mind and tip of the tongue.
One of the least expensive and farthest-reaching methods of staying in touch between emails is social media. Don’t discount the power of a tweet or pin that promotes your product, or sends a consumer to a powerful blog entry or landing page. Social sharing site Pinterest is the second only to Facebook as a traffic referral portal, and Twitter has become a preferred customer engagement and service platform for many small businesses.
An increasing proportion of businesses blog, but often these blogs are erratically updated and have no clear role in a business’ overall marketing strategy.
If you put a little more elbow grease into your blogging efforts, you’ll notice that your blog can generate new site visitors and email subscribers, not to mention that a great blog can set you up as a thought leader in your industry. The more you blog, the more likely your website is to rank more highly on search engines, and if your content is credible, timely and engaging (much like our blog, don’t you think?), you’re more likely to set yourself up as a business that knows what’s what. Even if someone isn’t necessarily interested in buying from you at the moment, they’ll know you’re up to snuff, and may recommend you and/or your content to their network.
An increasing proportion of businesses blog, but often these blogs are erratically updated and have no clear role in a business’ overall marketing strategy
…and don’t forget, keep the emails coming – and personalise!
While you don’t want to drop too many emails on your email subscribers, keep them coming regularly – at least once a week. Unlike social media and blogging, email allows you to make your interaction very personalised and targeted to the receiver and his/her preferences, so make sure your emails are as unique as the people on your list! The Mojn Network even goes one step further: it expands your list, identifying individuals who have visited your site and aren’t on your list. From there, you can send them personalised content that keeps them wanting more.