According to Google, there were over 500 million active Gmail users worldwide in 2014 (Covert). Holy email. Not only that, but 43% of all emails are now being opened via a mobile device (Lacy). With the continued growth of Internet use via mobile devices, companies have a huge advantage! Marketing is no longer limited to a single desktop computer—smartphones, tablets and laptops have all made the Internet much more accessible on-the-go, thus allowing advertising and marketing to be much more accessible.
Obviously, social media is a huge influencer when it comes to on-the-go Internet use. However, “91% of consumers reported checking their email at least once a day (Lacy) and a whopping 66% of Gmail opens occur on mobile devices, with only 19% opened in a web browser” (Jordan). So, when it comes to advertising or marketing a big campaign, email is no dark horse! Let your campaign shine and reach your target audience through email marketing.
Here’s how it works. As with any kind of advertising or marketing, start with your target audience—this may or may not differ with each campaign you create. Generally, your audience is people you have offered your services or products to in the past or could potentially sell your services and products to in the future. You want to build loyalty with your audience.
How do you do this? Well, we’ve all been spammed with advertisements for services or products we would never consider using, right? So, in order to not turn your audience away immediately, make your email campaign eye-catching and appealing to their needs.
Let’s take a look at one company who has done this successfully. Samuel Adams produced a video “introducing” their new HeliYum beer. The assets of this “new” craft beer are supposed to include properties of helium, thus making the drinkers voice sound high-pitched. Now, Samuel Adams didn’t really craft a beer that has the properties of helium. Let’s get real! This advertisement was simply created to entertain, engage their audience and promote the brand. However, they did create an advertisement that was lead nurturing, which can be incorporated into email campaigns. Lead-nurturing emails “are designed to keep your brand top-of-mind for a prospective client. They are sent out regularly until a potential customer is converted into a paying customer” (Brooks).
Samuel Adams has an email list, which anyone (over the age of 21, I might add) can register for. By registering for this email list, you become part of Samuel Adams’ audience. This email list is designed to endorse events and promotions and will include links to their website, videos, etc. By sending out their “HeliYum” video, Sam Adams brings attention to their brand to someone who is already interested in the products they produce. So, whether this video was pure entertainment, or trying to sell a product, the consumer has Sam Adams on their mind. This is the goal!
If your audience has reminders about your company brand, they will be more likely to think of you when needing your type of services. Now, be cautious with your email campaigns—the last thing you want to do is to become spam in a potential buyers inbox. You want to remind your audience of your products and promote your brand, but you don’t want to do this so often you become a nuisance. Try sending out email campaigns monthly. Also, “comply with the guidelines in the federal CAN-SPAM legislation. Most importantly, make sure that all requests for removal from your mailing lists are honored” (Lacy) so that your credibility is not lost.
Smaller companies such as Camp Unleashed and Aunt Sadie’s Candles have been widely successful with email campaigns as well and bold imagery or digital media, such as a well-produced video, are becoming vastly popular within email marketing. The best part of email marketing is that you can track who has opened your email and how many CTR’s you received!
Let Fresh Ink start an email campaign for your brand and see the growth before your eyes!