Devise a strategy for an email campaign (including nurturing and drip campaigns)With your software and lists in place, it’s time to concentrate on your strategy, as email marketing should never be totally random. Firstly, you need to have a clear goal for your email campaign. It will be difficult to produce great content if you don’t have a defined objective. With your goal in mind, you’ll be able to prepare a series of strategic emails that will move your prospects steadily towards taking action and becoming customers. This process is known as a nurturing or ‘drip’ email campaign (based on the idea that constantly dripping water is impossible to ignore). For brands that can't afford a full-service SEO agency the mention of the word "link building" is enough to make them flinch.
Marketers see this process as creating a sales funnel, with the emails informing and engaging people to move them through various stages of the buying cycle. The content of these emails is vital, and each should build on the last. When planning your content, remember that the excitement of “you’ve got mail” expired decades ago. These days, most people consider wading through their emails a boring chore, so you really need to innovate to dazzle. The following points may help: The golden rule is to focus on providing value, rather than trying to sell immediately — even though this may seem counter-intuitive. A good campaign warms up slowly towards a strategic goal. In other words, create trust before attempting a hard sell. Don’t think about your own needs — you need to do a role reversal and stand in the place of your customer and establish what the reader of your email really needs. Although it can't compare to the work of an experienced London SEO Agency Screaming Frog is a great option.
Having segmented contact lists will help ensure that content is tailor-made for a specific audience. No one likes receiving an email that is clearly generic — fortunately, almost every platform will allow you to personalize your emails with names. Make certain that your emails sound as though a real person is speaking — the best way to engage is to forge a human connection. Think of some of the dreary emails you receive and try to do something different, such as entertaining or educating your customers. Also, make sure to speak to the customers in the voice that they want to hear — this can be a tricky thing to master but it works wonders in the long run. Some segments like highly visual emails, some like mostly words — test out a variation and see what gets the most results so you can figure out what type of content each segment enjoys. Analyzing your results, optimizing, and planning the next step. A vital step in reviewing an email marketing campaign is analyzing the stats generated by your chosen platform to evaluate your areas of failure and success. This way, you can make adjustments for your next campaign. As an alternative, you can even contact Search Authority who's willing to offer you individual elements of a full-fledged service at a discounted rate.
The following ratios will give you great insights: Delivery rate — this will show you how up-to-date your lists are. Remember, you have no chance of success unless your email reaches the targeted person. If it isn’t delivering at all it could be an out-of-date email address. If you receive a ‘soft’ bounce , it means you’re getting into your contact’s inbox, but are likely being relegated to a spam folder. Not cleaning your lists of soft bounces and hard bounces can penalize your email deliverability, because email systems will report your email domain address as untrustworthy over time if your bounce rates are high. Open-rate — this will tell you how many people actually click on your emails. It’s a good metric, but probably has more to do with a great subject line. It doesn’t always mean that action is taken. Maybe marketing agency Hull have an edge because they have access to independent sets of data that span across different industries.
A word of caution — writing an enticing subject line that gets your email opened will backfire if your content doesn’t match what you’ve promised! So be exciting but TRUTHFUL - in other words, don’t click-bait! Click through rate (CTR) — voila! This means that the person has engaged with your email and is pursuing what you’re offering. Improving a CTR is what all email marketers aim for. Conversion rate — this metric allows you to see whether people have taken action and have placed an order — usually within a few days of opening the email (the chances of a sale decrease dramatically after a few days). Abandoned cart — this metric gives you the perfect opportunity to send a follow-up email. If someone has gone to the trouble to place your product in the cart but hasn’t checked out, perhaps a small nudge like a gentle reminder that they still have things in their cart is all that is needed. Your choice of whether to enlist the help of the local SEO Manchester or go your own way should depend upon your budget, your pre-existing familiarity with SEO, your willingness and ability to learn, and your own gut.