E-mail marketing, or e-marketing, is an effective method of directly approaching your audience and attracting new customers. When executed successfully it can certainly have a high impact of return for very little cost. Have you considered incorporating e-mail marketing into your overall marketing strategy?
Why should you use e-marketing?
Checking e-mails has become a part of people's daily routine, with research showing that 67.2% of consumers use a smartphone to check their e-mail. So why should you take advantage of this trend? Here a few reasons you should integrate e-marketing into your overall marketing strategy:
As existing customers, they will appreciate informative e-mails, such as regular e-newsletters. To optimise engagement and open rates, think about why you are sending the e-mail and what the call-to-action (CTA) is. This should lead your content.
E-mails are an effective and direct method to incentivise your audience. For example, if you're a dance school or studio, running special offers, such as friend referrals, will encourage students to sign up again. You could even offer an extra incentive if they forward the e-mail to their friends, or share it on social media.
E-mails are also a great, environmentally friendly way to keep your audience informed and up to date on relevant information, such as company news and special offers.
With only a matter of seconds to grab the recipient's attention, keep your e-mail short and to the point. A strategic way to provide more detailed information is to add a 'read more' button which clicks through to the landing page of your website.
Once on your site, you can maximise the amount of time visitors spend on it by featuring internal links to other related and relevant content.
If you are attending an event or exhibition where you will come in contact with your target audience, you are presented with the perfect opportunity to collect information from a number of prospective customers. Many e-mail solutions allow you to create an online data capture form which you can use to accurately collect people's details on a tablet, making administration much more efficient.
After the event, set up a follow-up e-mail thanking them for subscribing and also providing them with further information about your company / business, or even an introductory offer.
Things to consider when sending out an e-shot
- Use an e-marketing software: This is very important. Sending out a mass e-mail from your own domain to your database could get your e-mail and website blacklisted.
- Responsiveness: Desktop generates 19% of all e-mail opens, webmail 27% and mobile 54%. Test how the e-mail displays across multiple devices and e-mail accounts.
- Subject line: Make sure to optimise subject lines by front-loading keyword and the call-to-action. Also, keep it short to prevent it being truncated.
- Branding: Ensure that the branding on the e-mail is consistent with your website and other marketing collateral. This will build brand recognition and confidence in the authenticity of your e-mails.
- The three-second rule: This is the amount of time you have to encourage your audience to read on. Make sure the most important information is at the top and optimised for readability.
- Time and day: When you are scheduling your e-mail, think about the daily routine of your target audience. Research has shown that e-mails sent on Mondays have the highest ROI, but e-mails sent on Friday have a higher click through rate (CTR). It might be worth undergoing a little experimentation to find your own ideal time and day to reach your target audience.
You can read more detailed tips from us on how to effectively market your dance or performing arts school here.
Get the latest from Consider This UK
Sign up to our Arts marketing, communication & design digest and get your dose of Marketing, PR and Social Media news delivered straight to your inbox.