Whether you’re using OnContact CRM for your email marketing initiatives or not, you likely know its importance in your business’s overall sales and market strategy. Below, learn about starting a thriving email marketing campaign, together with list targeting and strategic email tactics.

Recognize Targets

Starting out, you’ll need to make certain that you really have a set of people that you’d like to reach via email. If you’re using a customer relationship management (CRM) tool, you’ll already have contacts and lists for you to pull from. It’s important to keep in mind that lists that are built naturally through your own contact lists will perform much better than lists that have been purchased or rented. Always try to build your own lists before looking externally. In addition, you should always try to only email individuals who have already devoted to receiving your emails through some sort of subscription.

To build your email list:

  • Add an email sign-up link on important pages of your website. Leads can be collected automatically from your website form using certain CRM packages such as OnContact.
  • Offer website visitors a coupon in exchange for their email address.
  • Collect emails as you interact with your audience.
  • Encourage subscribers to share content or emails with friends on social media. You can also promote an online competition which users can enter via email.  

Once you’ve established your email list, it’s crucial that you give people an option to opt out or to create their own timetable and flexibility. For example, maybe they only want to receive an email from you once a month or maybe they only want to receive your newsletter, but not your sales offers. People will be much more likely to trust you and offer up their email address if they know they can sign up for exactly what they’re interested in and nothing more.

Create A Strategy

Like any other type of marketing, email marketing works best when you plan ahead by creating a strategy. Fortunately, doing so can be pretty easy. Here are some good questions to ask yourself to help figure out what your strategy should entail:

What is the ambition of your email marketing campaign?

If you don’t have a specific answer to this question, you probably shouldn’t be sending the email. You should always know WHY you’re sending an email and what you hope to gain from it. Email marketing should never be frivolous or for the sake of reminding your contacts that you’re there. Below are a few goal examples:

  • Generate more sales
  • Increase email signups for an event
  • Reactivate former customers
  • Send eBook to customer base

Who is your chief audience?

Once you decide on your overall goal, it’s time to decide which types of contacts are best suited to fulfill that goal. The most effective email marketing relies on organizing contacts into multiple lists according to what kind of information they want to receive (using a CRM makes this easier). This way, you will only send emails that are actually relevant to the people receiving them.

What content should your email contain?

When deciding what you should include in your email, think about why this group of people signed up for your emails in the first place. Then, focus on delivering that to them. Remember: emails with compelling, useful content is much more likely to keep your contacts interested in what you have to say. For more information, check out our tips for email designing.

When should you schedule your emails?

A good rule of thumb is to schedule them midmorning during the work week. But if possible, use information about your audience to figure out the best time for your email to get noticed. Certain audiences might be more active on email than others at certain times of the day.