Your inbox is likely flooded with daily emails from stores you’ve visited, the latest world and local news, updates from your favorite blogs and much more. Email is a great way to directly reach your audience and track measurable data. It’s also a cost-effective and fairly easy way to get your message across. It’s no secret email marketing is a popular tool among brands for these exact reasons. Here’s how you can make your brand stand out in the wide sea of marketing emails.

Research, research, research

The most important step is to do your research. And do it again. And again. What to say, when to say it and how to say it begins with research. Really dig into the “why” and ask yourself the purpose of your email. You’ll set yourself up for success when you answer these questions in the beginning of the process. Once you discover the answers, you can customize your campaign and hit your targets.

Take opt-in consent seriously

Ensure you are appropriately building and managing your audience. You can get into major trouble for not properly handling the information gathering process. To put it simply, your audience must opt-in to receive your messaging. There are certain ways you can ask your audience to sign up, which a PR partner can help you with. Perhaps it’s a question at the checkout counter, informational box on your website or a social media post. Your previous research will also help you determine how you want to go about gathering contacts.

Personalize your content

It’s essential to vary the information you share each month. Make your email worth opening for your audience. Adding personal touches to your content and giving the recipient what they want will keep your audience engaged. The key here is targeting. You don’t want to mass-send content to one general list. If possible, sort your audiences by key interests and then send content that’s relevant to them. When you have an engaged audience, your open rates will increase along with the time spent reading. This support from your audience will change the game in your email marketing campaign. 

Stick with a set schedule

Find a schedule that makes sense for your brand. You know your audience best, so determine how often they need to hear from you. This could look like a weekly informational newsletter, a bimonthly update or even a quarterly check-in. You don’t want people to forget about you, but you also don’t want them to feel spammed by your content. 

If you want to get started on an email campaign, we can help! PR professionals can help you identify your audience and tailor your messaging toward them. If you’re interested in this service, reach out to us today!