For most businesses, email marketing is one of the most influential and profitable channels available for reaching consumers because of its many functions and variables. This embarrassment of opportunities can be overwhelming, but a good email marketing strategy doesn’t have to be overly complicated, expensive, or time-consuming.
A large part of running a successful email marketing program is delegating time and resources to selective targets, not every task. The same basic business principle applies here as it does in every other industry – it’s critical to work smarter, not harder. Email campaigns are multi-dimensional, so identify layers that can be simplified to free up time and energy for new and innovative functions.
Below are a few time-saving routines that will help you achieve your email marketing goals:
Find an email schedule that WORKS and commit to it. It may seem daunting, but planning out your marketing campaigns for the entire year will help you/your team stay on track with deadlines, avoid fire drills, and service consumers with reliable and consistent communication. Set smart and realistic goals, leaving ample time to write, create, and monitor your campaigns. Though planning upfront might feel like a ton of work, you will find a smooth rhythm throughout the year.
Design a format that can be used over and over again. Not only does email design make your emails more beautiful to read, but it’s an extension of your brand. Consider using the same template for most of your emails (with minor changes as needed) for all regular correspondence to simplify the process of getting an email out and providing brand consistency to both you and your readers.
Use autoresponders to communicate timeless information. Autoresponders are a series of emails that, no surprise, are delivered automatically to people who sign up to one of your lists. These emails are triggered by a specific event, such as joining an email list, making a purchase, or abandoning a shopping cart. Autoresponders begin sending a series of messages at a critical time, just as prospects are gaining interest or engaging with your business, and help strengthen your relationship over time. Rely on this “functionally powerful” email marketing tool so you can free up time for other responsibilities.
Don’t feel the pressure to recreate the content wheel for every email. Email recipients don’t need, or even expect, something new every time they open their inbox. Don’t overthink or over-complicate your creative process by starting from scratch, but instead stick to a few formats over the course of time. When recipients receive emails with the same basic format each time, they are familiar with the communication and can easily extract the information they are most interested in.
Develop and use an email checklist for use before hitting send. Mistakes happen, but frequent errors can end up costing a lot of time and money. Avoid regularly making mistakes and free up time by creating a comprehensive checklist for every campaign you send. No matter how your checklist is structured, it’s also important for others you may be working with to follow it as well. You may even want a set of fresh eyes to give everything a once-over before you hit send. Though a full checklist might seem tedious, you will save time and stress in the long run.