The concept of “tribes” has became very popular among marketers in the last few years, led by influential inbound marketer Seth Godin. The basic idea is that just like people can gather around a favorite team (like the Ukrainian soccer fans in the picture above), they also form groups based on interests, products, and services. If you’re an existing business, you have a tribe – a group of people who care about what you’re doing and want your updates, content, and offers.
Your tribe may consist of happy customers, colleagues who are interested in what you’re doing, curious leads who signed up to receive emails, and your mom, but whoever they are, you have to think about these loyal folks as you build a new marketing campaign.
You keep in touch with your tribe in a few different ways; we’ll discuss social media in the next post, but today we’ll tackle the most direct way to let your tribe know about your new offer – emailing them!
It sounds simple, but there are ways to improve your email blasts and get better open and click-through rates.
Whether you’re notifying your target audience about a new white paper or inviting them to attend an event, dedicated emails help you set up the context to introduce the main call-to action for your new offer either to your entire email database, or just to the segment that you think will be interested.
6 Quick Tips for Better Email Blasts
Dedicated email blasts are generally easy to set up and measure. They are certainly not as complex as newsletters, for example. Still, when you’re crafting your email, keep theses 6 things in mind:
1. Feature One Call to Action (CTA)
Dedicated blasts focus on driving results for one CTA. As a MarketingSherpa case study of Kodak’s successful list growth tactic explains, “these calls-to-action were not stuffed at the end of a newsletter or tacked onto another message. They were the focus of a dedicated email, which gave them much more impact.”
2. Personalize Emails
Show your prospects that you know them. Personalized emails not only increase your open and click-through rates, but also demonstrate a deeper relationship with your audience. Make sure to use a consistent voice across your marketing communication.
3. Design Mobile Experiences
Make sure your email layout displays well on mobile devices. With so many people checking email on their smartphones, you need to optimize your emails for that viewing experience.
4. Make Emails Social & SEO-Friendly
Make sure that your recipients can share your email content on social media. Integrate social media sharing buttons into your marketing emails to facilitate that activity. Also, make sure that your email tool is including a link to a web-based HTML version of the email, hosted on your website, which will both help anyone having trouble viewing the email and boost your SEO value.
5. Clone & Reuse
Once you have your email template in place, building dedicated sends should be easy. You will generally grab some of the information already on the landing page, make a few tweaks to it, and spend the most time nailing down a clear, compelling subject line.
6. Measure Performance Fast
Naturally, if you have one main message and CTA in your dedicated send, it will be easy for you to track progress. You can quickly check the email click-through rate, landing page views, and conversions, enabling you to follow the long-term return on investment.
With email blasts like these, you can please your tribe and educate new leads at the same time, while tracking performance so you can improve in the future!
Just in case you missed them, here are the other posts in this series:
- What Makes an Excellent Marketing Campaign?
- Effective Inbound Marketing Campaign, Step 1: Develop an Offer
- Effective Inbound Marketing Campaign, Step 2: Killer Landing Pages
- Effective Inbound Marketing Campaign, Step 3: Automated Lead Nurturing
- Effective Inbound Marketing Campaign, Step 5: Promote Your Offer
- Effective Inbound Marketing Campaign, Step 6: Measure Everything and Troubleshoot
And download our e-book now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!
E-book content and images based on research and information from HubSpot. VIEO Design, LLC is a HubSpot partner.