Build your brand with dedicated email campaigns
I was at a Savor The Success masterminding event last night and it was a true community affair. We took diligent notes as each person (almost) went to the front of the room and shared their best marketing tip. There were more than twenty! Then, afterwards, we broke into groups of 8 and did some personal masterminding to solve a marketing problem for each of us.
One of the women in the group has a very successful social media business. It’s rapidly expanding and she’s looking to make the leap into an office space. To be prepared, and handle the responsibility, she’s looking to take on more clients and wanted to get suggestions for some highly leveraged communication.
I told her about dedicated email campaigns and how I’ve seen such great success with them in the past, both for myself and for my clients. A dedicated email campaign is one (typically) that someone sends on your behalf, sort of like an endorsement, where the total focus of the campaign is yours. I’ve seen it used to build awareness, build a subscriber list, promote a contest or sweepstakes and of course, to open the door for new clients.
The key metrics you want to look for when considering a dedicated email campaign are the following (be sure to ask the advertiser this BEFORE you decide to move forward):
- What is the audience list size
- What is the typical open rate (look for at least 20%)
- What is the typical click-through rate (varies between .01% – 3% – depending on the target and size of the list)
- How is delivery tracked and reported?
- How “fresh” is the list? I caution you to send to a list that hasn’t been updated recently and hasn’t had frequent communications going out
- How segmented can your communication be? (zip code, city, etc. not required, but helpful)
- What’s the industry, income and education demographic mix of the audience (you don’t want to send to executives if you’re looking to do business with entrepreneurs, or you don’t want a consumer audience if you do business-to-business)
That list might seem long, but it’s required up front of you making any decisions to part with your money.
Have you invested in dedicated email marketing campaigns for your business? Have any publisher suggestions? Please post them below.
I was at the master mind meeting on Wednesday night as well and I loved all the information provided — both at the general session and in the breakouts. What I kept coming back to was personalization. build up the relationship, share your story, make that connection and connect with what You can do FOR your client. I am doing more and more direct email marketing tailored to certain groups and I love it. Love that I can fit my message to them specifically. Thanks for all the wonderful ideas. Sorry we didn’t meet!
Dedicated emails are a great approach to marketing. But it’s getting harder and harder to get people to sign up for them. I think once you do get people to sign up, the most important thing is to send out quality emails and not “buy this” after “buy this” emails.
Love the checklist. It’s a great way to measure success.
Beatrice – you are always so generous with your knowledge and wisdom. THANK YOU FOR THAT! You always share so much information,just like this checklist. You don’t only say what to do, you share how to do it. I love that about you and am so grateful for your generosity.
All best,
Jodi
Ahhh, you have certainly helped me with this post! I send newsletters and have other email campaigns myself, but this is a great way to build your list and get more clients. Good stuff. Also, jealous about the in person mastermind, sounds like it is a great way to learn new ideas for business growth.