Camping Trade World – Issue 11

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.
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