The early signs of spring and the Prime Minister’s announcement about the plan to bring us out of lockdown have certainly made us feel more optimistic.
At Essential PR & Marketing, we’ve also seen a new level of energy within our network and we are currently helping a number of local businesses with reactivation campaigns. In fact, it seems there has been a massive surge in enthusiasm across the board and this is evidenced by the number of daily emails arriving in the Essential PR & Marketing in box from businesses that want to make us aware of their services.
So, with all these emails competing for attention, we’ve been having a think about what makes a campaign effective.
Here are some thoughts on how to make your email campaign successful so your business is seen, heard and understood.
Know what you want to say
As with any awareness raising campaign, it is important to be clear about what it is you want to say. What one thing do you want to be known for and for people to remember? This message should run like a golden thread through all your communications.
Be consistent and repeat.
Know your audience
You could try a scatter gun approach and hope you get lucky, but it is not a method we recommend.
Review your email marketing list to see who is on it. Is it every contact you have ever met or are they people who fit the profile of your ideal client?
Understanding who you are communicating with makes it much easier to be focused and to adopt the right tone and style of language.
Be patient
Sending out one email is not going to bring you instant results so be prepared for a slow burn.
The rule of seven is a marketing adage that says your prospects need to see or hear your message seven times before they will take action. This further highlights why your message needs to be consistent and regularly communicated.
When they are done well, email marketing campaigns can be effective at helping your clients get to know you and to understand what it is you are offering but they do need to be:
If you are in need of some marketing inspiration for your reactivation campaign, please take a look at the toolkit which we put together as we came out of the first lockdown or contact us to book a free visibility audit call.