- Branding Alignment – any email that comes from your company should represent your existing brand properly. This typically involves setting up a custom template with your company logo and other representative identifiers. Your email template should not be too graphically heavy as some readers will be viewing it on a mobile device and their network speeds may vary.
- Custom Content – email received from your company should also contain custom content specific to your offer or to the industry you are targeting.
- Permission Based – there are strict guidelines that exist to prevent spammy emails. Be careful to send emails only to those potential customers who actually choose to receive email from your organization. Typically, you can ask for the email of visitors to your website in exchange for useful free content you offer on your site – like a frequently asked questions guide or perhaps a case study of a previous client that you’ve helped.
- Targeting – another important factor to consider in your email campaign development is your target audience. If your product or service is designed for small to medium sized businesses with 20 or more employees and a revenue of $5 to $50 million, you’ll want to ask these questions when collecting email addresses so that you can properly segment and target your audience. The last thing you want to have is an email database of sole proprietors when you really want to reach CEOs with revenues of $10 million.
Building Your Brand With Email
Once you’ve addressed the basic building blocks of your email campaign, you can then focus on extending your reach through email. As you build up your database of email contacts you can schedule your emails around the following concepts.
- Thought Leadership – you’ll want to highlight your industry leadership to your readers. This may come in the form of a quarterly newsletter addressing key industry or market issues. The more that potential customers feel you can guide them within their industry, the more likely they will buy from you.
- Lead Nurturing – if a potential buyer visits your website or spends time exploring certain pages on your website, it’s useful to send them a follow-up email to nurture them down the sales funnel from prospect to buyer. Lead nurturing emails are a powerful way to facilitate buying behavior and encourage prospects to keep exploring your site.
- Customer Service – after a purchase of a product or service, regular email follow up underscores your commitment to your customer and helps season them for additional purchases.
As you can see, email can be a powerful tool in your marketing and SEO mix.