From our digital marketing strategy, we are aware of the importance and relevance of email marketing as an incredible approach for reaching out to prospects in a personal and direct manner, delivering remarkable content that can appeal to their attentions and convert them into leads and buyers. Email marketing and drip automation have been demonstrated to be your best allies in building strong marketing relationships with customers and having the right platform for managing your email marketing campaigns. But all this focus and effort must be constructed in goals, which are SMART! And are meaningful to your digital marketing campaign, revolving behind the purpose of increasing your online sales.
What are SMART goals?
SMART goals you guessed them, are clever goals that guide and structure your digital marketing efforts regarding what the acronym “SMART” stands for: Specific, Measurable, Attainable, Realistic & within a Timeframe approach that will help you as a marketer set your goals for any email marketing campaign.
The SMART methodology will become your online reference for identifying your campaign objectives and overhaul whether you have fulfilled them or not. Your digital marketing goals should not be vague or unfulfilling; they have to be the depiction of your learning process and efforts you put in place as a marketer for achieving something of value to your business.
One example of a SMART goal will be to increase the number of visits to your website from this month, from 100x to 150x by the end of the month by using drip/email marketing. Follow the SMART approach, and it will make you SMARTer and wiser across your journey.
Aside from following the SMART approach, to run a successful drip/email marketing campaign, you’ll need to bear in mind two fundamental aspects for consideration:
a) Email listing for nurturing prospects information and
b) have in place a segmentation strategy.
Email list-building for growing your online business
We have stressed out and emphasized on the power and relevance of email/drip marketing. However, email marketing will be futile, unless you have an explicit database list from prospects who have willingly shared snippets of their private information to you, and have entrusted you with their precious email address for being contacted in a personal way, and foster a valuable and fruitful marketing relationship.
List-building is the process of creating your contacts database, which will be later be used for reaching out to those contacts, after a careful, thorough segmentation process where you cherry-pick your targeted audience for the delivery of specific content to a particular crowd that can assist you further in the conversion process. In some cases, you may very well purchase benchmark databases from data center sites, such as Rainking if you’ll be targeting to corporate clients of high-end companies. But in most circumstances and for the limits of our discussion, we will focus on list-building from sign-ups from contacts that have shared their information after the implementation of a lead-generation campaign.
Your SMART goal here is simple: increase the number of email subscribers for having more contacts and prospects to reach out to them and convert them later into clients and promoters. The question is the location of email subscribers’ notifications and how aggressive you should be for chasing this goal.
The aggressiveness of an email subscriber information will depend on the type of business you run. For instance, if your regular website traffic is not so sophisticated people, you may be more aggressive and see if it leads towards greater sign-ups by implementing email sing-up forms across different web pages and sidebars from your online business.
Here are some tips you may take notice:
- After a blog post. If there is an audience that is finding that your content is incredible for them and they’re engaging and loving what you are showcasing them in the narrative, it would be wise to come up with an email sign-up form at the end of a blog post to take advantage of the moment.
- On your “About” Page. Usually, from this web page, you’re stating the purpose and the orientations of your online business, what can it offer to its clients and visitors and showcasing your history as a company. If your storytelling, core values and/or mission as a company is in line with a visitors’ curiosity, then applying an email sign-up form on this web page is suitable.
- Email “pop-up” sign-up. This one is industry specific or audience specific and can be desirable for some crowds while being labeled a turn down for others. Pop-up forms simply as it says will “pop-up” from a web page after a few seconds on your navigation across a website.
Probably the most valuable and aggressive timing for directing an email sign-up form will be upon delivering exceptional content to visitors, taking advantage of their interest and consumption of your offered content. The best example that comes to mind is by suggesting visitors subscribe to your newsletter to keep them hooked with your content and with your offerings.
Furthermore, email list building endeavors can also be applied to social media channels. For example, on Facebook, you can entertain a diverse set of Facebook Ads to cover this area, following the recommendations above and also consider other options, such as the “join our email mailing list” customizing it with your company’s logo.
Facebook, being the most visited social media channel on the planet, gives you the opportunity to engage with both existing and new customers, enabling your online business to be present 24/7 into the mindsets of potential clients and promoters of your business. This means that your content plan should be linked with email sign-up notifications on the social media behemoth for appealing greatly to your prospects or leads.
Segmentation, where the email/drip journey starts.
After wrapping up enough contacts information and their email addresses to start a campaign, the segmentation of your lists of contacts is the holy-grail for the success of an email marketing campaign. Segmented databases prove to be more efficient as a campaign regarding open rates and click-through rates than an unsegmented database.
Regarding your segmentation strategy, it will depend on the amount of information received from your leads or contacts, which poses a tremendous relevance into your lead-generation campaigns, especially with how well designed are your forms.
Segmentation often entails filtering your contacts based on their geographic information (location, timezone, IP), their professional segmentation (job title, the level of position, function), the industry in which they work, but also their revealed preferences to your offerings. A segmentation strategy that encompasses these elements will serve you for designing a more tailored-made content, and increase the likelihood of engagement and reach.
These baby steps will elevate your infant online business into an established, juggernaut player by educating your prospects, making a lasting relationship with them, grow regarding credibility and return your ROI efforts into profits, augmenting your online sales. Each area of list-building and segmentation will always deepen on how your efforts are proving for collecting valuable information and how you use such information to your advantage by creating and directing remarkable content to your targeted audience via email/drip marketing techniques that we have shared with you!