Creating a successful email marketing campaign begins with setting up an email marketing account, establishing an objective and how we intend to use it to help your business grow.
Email marketing campaigns are a great way to improve brand awareness, keep in touch with current customers, encourage them to share your content with new customers, and to provide exclusive updates, news, promotions, and product releases.
Builds customer loyalty
Newsletter and email marketing provide a direct route to your customers. Even better, customers actually want to hear from you. Up to 74 percent of consumers prefer email marketing messages as opposed to direct mail, according to MerkleInc. So when you need your followers to know about a new product, a sales promotion you’re having, or if you have shareable content to feature, an opt-in email subscriber is a great way to do so.
Different types of Internet marketing services
Email marketing comes across many different platforms, including MailChimp, Constant Contact, and AWeber.
- MailChimp is a great option for small businesses looking to launch a robust email marketing campaign. If there’s one email marketing service to try, start with MailChimp and see how things go from there.
- Constant Contact ($20.00) is an intuitive email marketing solution that works well. Although it’s one of the more expensive options, its interface is preferred by some. Sending newsletters and email marketing automation work great with this software.
- AWeber ($20.00) provides a collection of email marketing and autoresponder tools that many users love. Top features include an opt-in email marketing feature, a follow-up email tool, and subscriber management.
- Zoho Campaigns ($5.00) is one of the more affordable email marketing campaign managers. Though it’s not as modern or as impressive looking as some of the other options out there, it gets the job done.
Building an email list
Any email campaign is only successful from how it collects and builds its email list. After all, campaigns like this rely on users having to opt-in. Emails are typically collected from users on your website, through forms embedded into your web design. Common strategies used to collect email are offering a limited- time discount or offering a freebie like an eBook in exchange.
When an email list is built out correctly, some brands have experienced click-through rates as high as 96 percent at times and 4,300% in ROI, according to some digital marketing studies . Let’s be clear in saying that not every email you send out is going to be a massive success. While maintaining realistic expectations, it’s still evident that email is a very inexpensive way to connect.
Decide on how often you want to send your newsletter
Email newsletters can be sent daily, weekly, bi-weekly, or monthly. Depending on your site, there may be a recommended option. Ultimately, the frequency of your emails rely on availability, commitment, timing, and the amount of content available. After you know when’s best to send your email, you can see major sales from it with as many as 66 percent of consumers online having previously made a purchased based on an email message, according to the Direct Marketing Association .
Deciding what goes into your newsletter
What goes into your newsletter is very important. Content that the user can’t relate to might result in them unsubscribing. Any email you send out, ensure there’s a reason for it and identify your objective prior to releasing it. Personalizing your email marketing campaign also has proven to have major benefit, with targeting emails by persona increasing email click-through rates by 16 percent or more, according to Hubspot.
Consumer reviews are an opportunity for users online to have their voices heard and to share their experience. Seen on social media sites like Facebook, on search engines like Google, and on classifieds like Yelp, reviews can make or break a business. They’re powerful in the sense that reviews communicate so much about a brand’s standards, reputation, products, and/or services from the viewpoint of the customer. For example, if you want to have a haircut, you’re going to go online and check out the reviews for local hairdressers and salons. Those reviews are going to affect your final decision on where to put your money.
Where do online reviews show up?
No matter the category of business, user reviews have a role to play. Some of the most common online review websites are
- Trusted Reviews for products
- Indeed for jobs
- Glass Door for businesses
- Trip Advisor for hotels and hospitality-related restaurants or entertainment
- Exclaim for music reviews.
Brands that aren’t monitoring theirs may have a reputation problem on their hands before long. For example, should a potential customer come along and see a ton of negative reviews, are they really going to want to purchase something from you – probably not.
How do online reviews appear?
Reviews can appear in a variety of different ways, with a five-star system being the most common. They may also appear as images, videos, or in plain text. It’s true that, in some cases, one bad business review can take down a business. If there’s an accusation that so poorly portrays your brand that few customers want to continue their relationship with you, you’re going to be in trouble. Notwithstanding, the average business may receive a mix of reviews. Some will be spam and can oftentimes be removed by contacting the review website. At other times, if someone expresses a legitimate concern, you may have some difficulty removing it.
Online reviews which appear as articles
Some reviews aren’t going to appear as ‘reviews’ at all but instead, will show up in the form of articles and blogs. If they say something positive about a product or service, or your brand, that’s wonderful. If it’s negative though, it can be much more complex on how to manage this. An article like that will get placed on Google and then, whenever someone searches out your brand, it’s going to come up. It could affect your reputation for a long time if you don’t be careful.
How to monitor online reviews for your benefit
Any brand who makes the investment to respond to negative reviews and monitor their reputation online shows their audience they care about what people are saying. In this sense, even a negative review can be an opportunity to advertise your business in a positive light. Thankfully, there’s also software which can help monitor what people are saying about you online. Various software will track your business name and brand, reporting to you any time you are mentioned on sites like Mention and Awario.
- Decide if you need to respond. If there’s derogatory or degrading language, irrational opinions, or if it’s not something you feel you can remedy, contact the review website and ask them to remove the comment.
- Respond to negative feedback by hearing them out, empathizing with them, apologizing, and taking action to fix the complaint. When other customers see your willingness to help and improve, they’ll feel comfortable doing business with you. Any business owner will have to go out of their way to fix a bad review. Even so, it’s important. By not responding, the damage a brand could incur is sizeable.
- Respond to all positive reviews as well! You don’t want to give the impression that, to get your attention, a customer needs to leave negative feedback. A few words of acknowledgement is enough to thank someone for leaving their two cents.
- Monitor the most popular review sites first and foremost since they get more exposure, as these will be where the majority of customers see you.
- Monitor your social media accounts as well. Sites like Facebook, Twitter, and Instagram are extremely popular for users who want to leave reviews and comments regarding brands.
- Respond quickly and politely.
For help in building positive business reviews and for strong reputation management online, contact internet marketing company, All The Way Up Media, today.