Your email marketing does not always have to be selling something. The data in your email system is just as useful as your main CRM and can show key demographic insights and allow you to segment the data to ensure your future newsletters are specifically targeted to get the best results.
Learning more about your audience will ultimately lead to sales and increased performance, and we recommend MailChimp and Campaign Monitor for ease of use, great support and some handy insight features.
First, let’s look at a few ways you can make more use of your next email campaigns
Your audience is perceptive so make good use of this. Not only will they share what is important to them, but they will give you some thoughts you’ve not considered that can lead to new developments for you, improved service and an improved relationship with them, purely by asking for their opinion.
Amazon’s CEO, Jeff Bezos has a great understanding of the value of their audience in building their business.
Your email subscribers will be a good mix of clients and prospects and so will be a fair balance in the results.
NEW PRODUCT TESTING
Working with CULT51 we like to use their loyal VIP group to regularly test new products. Not only does this provide useful observations on everything from the packaging, to the actual test results, but this also provides content for future marketing materials like social media copy; giving more authority to our communications with real-life user testing.
View this post on Instagram
Visible results from real ladies trialing our Eye Repair Cream. 👀 ”I apply it as part of my morning and evening routine. I don’t have to use under eye concealer as much since I started to use this product.” Emma 👀 ”As usual, with this CULT51 product, I was not disappointed. It was easy to apply, with just the right texture. The pump was ideal to dispense the right amount and there was a delicate scent. It helped my dark circles and definitely improved my skin texture. Love it.” Angie #eyecream #eyerepair #undereyecircles #darkcircles #realclients #reviews #skincare #luxuryskincare #amroutine
In short, we email the full VIP list with an opportunity inviting them to take part and explaining what is involved. They then sign up via a short form and from this, we can use this selected data to communicate more information about the product, confirm the process and at the end of the experience, send an email for a full product review and for the users to upload their final images, all via Google Docs.
Selecting your audience who are not engaged with your emails a short message to check their preferences and only keeping those who actually reply. Whilst this will initially drop your total subscriber numbers, you will have more active followers who open and click through to your emails.
You could also use this for your complete database, to capture more information such as their first name to personalise emails (which helps open rates!), update your GDPR and further links such as their Instagram handles, to then connect and advertise to them.
So, update your marketing plan to include some non-sales campaigns to gain much more from your loyal audience in the long term. If you need help with your plans, or in creating your emails, please get in touch.