Engaging with clients has always been a challenge for small businesses. However, the introduction of email and, in more recent times, electronic direct mail (eDM) has made the task somewhat easier for savvy marketers.
The trouble is that everyone has jumped on the bandwagon. Companies large and small have initiated eDM programs, which involve bombarding our email inboxes with anything from low-priced tyres to holidays in Fiji.
Automation to the rescue
Marketers can now manage their way through the email storm with the use of marketing automation tools. These give us the chance to email existing and prospective clients systematically. One of the first automation tools was Mailchimp, a free product that landed before full automation tools such as Hubspot joined the fray.
Email is still effective in reaching clients and there’s plenty of research to prove it. That said, there are some basic steps to take to maximise your chances of eDM success.
Manage your list
If you’re seeking a solid Return on Investment, cold emailing contacts unfamiliar with your firm or its services is a great way to burn cash. It takes a huge amount of effort, and you’ll often be left with little to show for your trouble.
Email marketing works best when you’re communicating with a database of genuine customers and leads. Therefore, keeping your database of contacts up to date, or clean, as marketers call it, is crucial, notes Luke Maddison, who runs our marketing strategy division at my firm Corpwrite Australia. “It could be as simple as checking a client’s contact details when you talk to them or giving prospective clients the option on an email to update their contact details.”
If the client knows you and has regular contact with your firm, you’re far more likely to achieve a good longer-term ROI.
Know your client
You also need to keep as much information about a client as you can. What eDMs have you sent them? What did they open? What links did they click? We live in the age of big data. Clever businesses are keeping track of key client records and using them either to personalise the way they communicate or reach out to specific clients more directly. For example, if you’re sending information about the changes to superannuation that come into effect next Saturday, there may be little direct value in leading an eDM to Millennials with content about Transfer Balance Accounts (TBAs). They might potentially be more interested in the low-income superannuation tax offset (LISTO) refunds. Therefore, investing in marketing tools to automate your customised approach is crucial, along with feeding clients content that could solve a problem for them.
Tracking and calls to action
There are plenty of options available to automate your email marketing. However, it is not about making it easier to send eDMs. Rather, it’s about making it easier to track what your target clients do with the email you deliver.
You also need a strong call to action. If you’re running a campaign, you must ensure you’re giving the client a reason to do something after reading your email. Think carefully about what reaction you want them to make.
For my money, email is still the most effective component of a marketing campaign. Sure, it must align with your social and digital advertising. But I’ll happily bet that it gives you the best ROI.