How to Get More Bang for Your Marketing Buck Part 7: E-Marketing

How to Get More Bang for Your Marketing Buck Part 7: E-Marketing

When done correctly, e-marketing is one of the cheapest and most effective tools we have. After all, the people on your emailing list have hopefully signed up to receive your news. You, and/or your brand, have already piqued their interest.

But how do you keep this audience engaged without constantly bombarding them with promotional emails?! Well, here are our top tips:

  1. Don’t email too frequently. I would say that any more than once a week, unless you have current news that’s too exciting to wait to share, is intrusive. From our experience, emailing more than 1-2 times per week results in a considerable drop in your open rate, and an increase in your unsubscribe rate.
  2. Don’t just email about promotions. Find other subjects to communicate about, here are some ideas: 
  • A blog is a great way to give people a reason to visit your site. When you publish a new blog, you can also share it with your email list.
  • Company news – award wins, team achievements, how-to’s anecdotes, humorous experiences.
  • Back in stock – particularly if this customer has purchased the item previously.New product launches – let your customers know about any NPD you have, help them on their way to the buying decision.
  • Seasonal products – let your customer know about your product before your competitor does about theirs!
  • Promotions – of course, let your customer know about these, just don’t make them the be all and end all of your e-marketing strategy.

3. Split test & experiment! Once you reach a certain number of signups (I’d say 10,000 is a decent number) you can then start to segment your list and also split test. Through split testing you can experiment with a variety of elements to gauge a variety of factors including:

  • What type of message subjects get the highest open rate
  • What type of content converts to the most traffic for you
  • What kind of layout is the most engaging for your email list
  • What kind of promotions are most appealing to your customer
  • What day is best to send you email

These are just a few ideas to get you started. If you are looking for more advice on email strategy, email us hi@rebeccagoodyear.com