With so many social media platforms, websites and specialist platforms such as Hitched, it can be easy to miss something as important as email marketing in your online strategy.
However, with many potential clients receiving emails directly to their phones and checking their inboxes multiple times a day, forgoing email marketing altogether might just mean you’re missing a trick.
If you’re feeling daunted at the idea of adding yet another task to your marketing to do list, don’t. Getting yourself started with email marketing is much easier than you think, especially when you follow our guide below.
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1. Get to Know Your Audience
There are few things more irritating in the email world than receiving something that is totally irrelevant to you, right? According to Campaign Monitor, the average person received 121 emails a day back in 2019 (the number will certainly have risen since then) and so people simply don’t have the time or patience to sift through emails that don’t meet their needs. This means that emails can end up in trash folders and senders can be removed from subscribed lists – not ideal.
Avoid bombarding potential clients with information that is not relevant to them by spending some time really getting to know them. Use keyword tools such as Ahrefs or Semrush to find out what they’re searching for and check out the most recent articles on wedding planning articles on Hitched – all curated specially to answer the needs of engaged couples – and jot down some ideas for your first few email newsletters.
Once you’ve nailed down some ideas that you’re confident potential clients will be interested in, you can begin to think about the design and technical side of getting your email messages out there.
2. Choose a Type of Email Campaign and Keep it Consistent
Fancy sending a newsletter? Or perhaps you simply want to alert clients to a new blog post or tell them about a new product? Decide which route you would like to go down with your email marketing and stick with it.
Keeping a consistent routine is a good idea as most people would rather receive a reliable update once a fortnight than receive nothing for weeks and then five emails in a row. So, if you’re going down the newsletter route, decide on how often you would like to post and the best day for you and then add it to your digital calendar.
If you have an established blog, sharing new posts via email can result in even more views, driving up your SEO and the level of interest in your business. If you post multiple times a week, we advise against sending out emails notifying readers of every new post. Pick out your top posts or send a weekly or fortnightly round-up instead.
Again, when it comes to new product posts, we would advise against sending out emails if you’re releasing a burst of new products in a short space of time. Instead, prepare a round-up or use your emails to target your hero products or services. If a new product or service launch is rare for you, go ahead and send an off-schedule email.
3. Create Exciting Email Subject Lines
If you’ve completed step one, you should know exactly what your audience wants and what gets them excited. Use this information to title your emails in a way that guarantees clicks.
Things like offers and intriguing questions and statements can get people clicking on your emails and hopefully through to the rest of your content.
Here are some examples of email subjects we’d be tempted to click on:
- 10% Off Ends this Week!
- Thinking of Buying a Sample Dress? Read this First
- Don’t Choose Your Wedding Car Without Reading This
- An Exclusive Offer Just for You
- How to Get More Wedding Blooms for Your Money – by a Pro Florist
4. Make Signing Up Easy
You can add links to sign-up landing pages on you and your staff’s email signatures and on social media. You can also add a pop-up box on your website asking people to input their email address and opt into your email updates.
If you really want to build up your readership, you can offer a small discount in return for signing up. This will incentivise people to sign up and eventually to book your services, knowing they already have a discount in the bag.
5. Choose an Email Marketing Provider and Create a Template
If you’re serious about kickstarting your email marketing campaign, we’d recommend choosing an email marketing provider – Mailchimp have a beginner friendly and free plan – and create an email template.
Having a template ready and waiting each time you come to send out an email will make the process quick and easy. Plus, it will keep your content looking recognisable and consistent as well as give it a professional edge.
Remember, once you’ve got the technical bit sorted, the success of your email marketing campaign will depend on how well you know your customers and how quickly you respond to their ever-changing needs. Keep asking your audience what it is they want to see and adapt your content to meet their needs and you’re sure to achieve email marketing success.
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