Want some tips for a successful email marketing campaign?..

Want some tips for a successful email marketing campaign?..

If that’s a YES – then go on, grab a cuppa and take 5 to read our top tips for a successful email marketing campaign aimed at lead generation.

Time.  Never enough is there?  Which is why I’ll keep this brief yet succinct!  Are you reading this from a mobile, desktop or tablet?  The UK is full of multiplatform users which is why content requires adapting to ensure each can be read with the same initial format.

I’ve got some interesting statistics to hand if you’d like to know more about which platform we tend to use at specific times of day and how this can help with your social media marketing.  Email or call me 07775 438 538 if you’d like those details – happy to share.

CONTENT

Many of my clients and friends say they have sleepless nights and endless daytime hours worrying about where to start with content for their email marketing campaign.  Sound familiar? Why not outsource? Getting under the skin of the business, its people and its target audience to ensure the content is relevant (along with competitor and SEO research) is what I offer. It might be the best, stress-free investment you’ve ever made and surprisingly affordable. You don’t know if you don’t enquire….!

What information can you offer the recipient? We want to learn something or hear updates on industry news. We want to be engaged!  Use Google (the most used search engine) to search words to aid your SEO and never plagiarize!

LAYOUT

Ah, back to the question of what device are you reading this on?  Keep it….VERTICAL [icon icon=”angle-down”]

Use a simple web-safe standard FONT (such as Arial, Verdana or Times Roman) and try not to use italics in the body as it’s quite tricky to read on small screens.  You want the recipient to be able to read your email easily to keep them engaged.

Headings – use bold and play with colour. It draws the eye and refreshes the brain.  People who skim-read often miss the message.  It can help when having numbers used in content as a figure – it keeps the brain hooked (e.g. 3 instead of “three”).

Too many images can trigger the “spam” filter.  Don’t use an image that makes no sense without text (and vice-versa) – if someone doesn’t download the image, the text might seem absurd!

CALL TO ACTION

Ensure phone numbers, email address, subscription pages and event bookings etc have easy CALL TO ACTION buttons.  Really helps with lead generation.  This is something we would ensure we add to all your newsletters, blogs or content.  CONTACT ELAINE HERE! ….yep, that’s a Call to Action button.

PROOF READING

It can be tricky to pick up on your own mistakes, so ask another colleague or friend, to proof read the content. If outsourcing your content, proof reading will be part of the package and even if you do your own content, we are always at hand to edit and proof read too. Email for more information.

TEST EMAIL

You don’t want any surprises….or indeed, to find out that your emails don’t work at all.  I often use software such as Mailchimp for my clients.  Affordable, easy to use with beneficial analytics to enable understanding as to who opens what and who unsubscribes etc.  Mailchimp prompts you to send a test email first; this is like your first draft, which you can build upon.

GDPR & UNSUBSCRIBING

The Data Protection Rules were put in place to protect our privacy as the consumer.  There is so much hype surrounding the new rules (General Data Protection Regulations) and businesses are making good money out of training surrounding GDPR;  no bad thing if you require evidencing the dos and don’ts, however I would urge you to look at the ICO’s website for updates and free checklists.  You can access the ICO’s website here.

The main thing to understand for your database and CRM when email marketing is that you have the correct information surrounding CONSENT  e.g. make it easy to unsubscribe to a newsletter, use opt in rather than opt out etc.


 

THANKS FOR READING. Feel free to SHARE and/or EMAIL me if you’d like more information on Content Marketing, Copywriting, CRM or Social Media Campaigns.

Pickled Ginger

All lawyers out there – are you risk averse or a risk taker? Are you a SOLICITOR of the future? Business Development and Client Relationship Management for Solicitors….

All lawyers out there – are you risk averse or a risk taker? Are you a SOLICITOR of the future? Business Development and Client Relationship Management for Solicitors….

FUTURE

Are you a lawyer who is always thinking analytically and jumping to what might lie ahead = therefore restrained when developing your business? You can be a great lawyer (sorry, solicitor…before an old friend tells me off), if you take risks too (in business of course – not within the boundaries of law – that’s a whole other article).

As a legal futurologist (yes, you heard correctly) told me a year or so ago, innovative risk takers in technology will be the future of the law profession. This is a man who’s job it is to study and read what’s going on globally within law and its profession. Australia are way ahead of Britain in this field. SMEs & SPs don’t be angry or scared – everyone has a place in this future. Ok there is a BUT – assuming you take a look at your budget for technology. Technology can encompass anything from a good website (to ensure the public can find you) to top end CMS programmes (see Law Gazette article link below).  CRM (Client / Consumer Relationship Management) software is a highly recommended tool. This enables firms to keep up-to-date with current clients, as well as engage with past clients and gain new clients.  As a matter of fact, client retention is a bigger headache than new business development (in line with compliance headaches of course).

TECHNOLOGY

If you work in Litigation and Dispute Resolution for example, what are you views on new software for online private dispute resolution providers? Yes, it will require quality control and regulating but it’s about being aware the technology is out there and to remind yourselves how fast new intelligence is happening. Innovation is a huge part of the legal profession – just take a look at the future of cars and insurance in this Telegraph article:  It shows how the insurance world will no doubt be rocked by this advanced state of driverless motoring, but it doesn’t have to be if it knows that change is definitely coming.  Be prepared.

The last paragraph of an article by, Marialuisa Taddia, in the Law Gazette, reads

Finally, there are challenges to the traditional business model to contend with. ‘Technology has led to the emergence of alternative service providers, including accounting firms and start-ups, which are becoming meaningful competitors to the traditional legal profession,’ ….. ‘Certainly it’s true in the UK, and that’s starting to take hold in Canada as well’

Marialuisa shows how the effect of technology is now making the change in Canada too.  Full article 

COMPETITION

Larger firms are gathering business and consumer intelligence by investing their own money to commission bespoke research  – this is marketing and business development at its best. What better use of technology than to ask your audience what they want and get that edge over its competitors.  That said, SMEs can take advantage of equally ambitious online surveys to use via eshots – it’s just being prepared and embracing the answers out there. CRM is so important – possibly more so at present, than NBD. The marketing rule (basically the Pareto Rule) – 80/20 is still true.  Keep your existing clients happy and make them feel respected and enable them to have an up-t0-date understanding of their matter. Large firms could use software built into its CMS to offer this as a retention solution, but if you are a smaller firm – technology could be as simple as a quick email update of their matter.

There is so much competition out there – we know that becoming niche is the way forward but it’s also about looking to the future (and I’m not talking succession!).  There’s a great quote from a Legal Futures’ article:

The legal market has changed, there’s no doubt about that, and even the traditionalists who may have stuck by their mantra of law being different to other industries are having to realise and accept change.

Goodbye to Neo-Luddism – if my late father, at the young age of 85, could embrace technology, believe me – anyone can. Give yourself and your company the go ahead to move forward and be ahead of your competitors.

What can you do to get yourself noticed – research content for websites, newsletters and social media, together with a well planned CRM strategy.  Get in touch for a free 30 minute consultation.