Camping Trade World – Issue 11

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EMAIL MARKETING BECOME A BETTER BUSINESS 52 | www.campingtradeworld.com
BECOME A BETTER BUSINESS EMAIL MARKETING Enhance your email marketing Email marketing can often seem like a simple solution to reaching a targeted audience, but like any form of marketing, it has to be carefully planned, measured, and adapted in order to fully benefit your business. Here’s how, according to our marketing guru… T ■he ability to be able to email your customers and potential customers is one of the most potentially powerful tools we have in our arsenal as marketeers. Getting our message under the nose of people in a place we know they have to at least read the subject line before deciding what to do with it is indeed powerful, but it is also something that has to be handled with poise and precision otherwise it can quite easily backfire. Like every part of the marketing mix, it should be used as part of your wider strategy and not the sole way in which you communicate. Used correctly, it can be very powerful indeed. Whether it’s to promote your brand, sell more product, engage with your community, or something else, you can usually achieve it to some degree with email marketing. The first thing to remember about this method of communication is that it is nothing new. Subsequently, you have to work hard to make your message stand out and your content engage against the backdrop of practically every other company on the planet. There are multiple ways to do this and they don’t all require you to think outside of the box or do something revolutionary. Perhaps the best thing to do with emails is to keep it simple. Focus on being concise, having clear goals with email you send, and not just sending things out for the sake of it. We have all experienced that feeling of annoyance or harassment that constant bombardment from email marketing can bring, so make sure your communication serves a purpose and actually brings some benefit to those who take the time to consume your content or message. Provided that your database is managed well and correctly, you can actually tailor specific messages to specific sectors of your audience and get a real focused message to them that will pique their interest in the right way. It is a form of marketing that certainly deserves your full attention and staff that are specifically employed to manage, monitor, and maintain good practices. Another huge benefit to the world of email marketing is just how trackable everything is – you can precisely monitor which messages work and which ones don’t and then adjust your plans accordingly. There is a lot of theory out there about when is best to send emails of certain types – should it be a Monday morning? Or maybe the weekend to catch people off guard? Often, experience shows that it actually depends on the type of email you are sending as to whether a certain time of the week or the day is best. That is one of the key aspects of email marketing that should be something you are all aware of – it is an ever-changing beast. You need to stay on your toes and stay adaptable for it to work – there are no one-sizefits-all solutions, but if you were serious about your marketing anyway, you’d know that. www.campingtradeworld.com | 53
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