Email Marketing Advertising for Melbourne Businesses
“You’ve got mail!” Those three words were strangely emblematic of the change of the times represented by the commercialised internet in the ‘90s. Before this time the internet was called ARPANET and was only accessible by a few very wealthy companies. It was during this period in 1971 that the first electronic mail or “email” was sent. It was sent by software engineer Ray Tomlinson to himself as a test for a program he was writing and consisted of a single line: “QWERTYUIOP.”
Nowadays email is a highly efficient (and in most cases preferred) method of communication. With the recent COVID-19 Pandemic recently shifting millions of people into remote working-from-home dynamics, emails became even more relied upon for news, updates, and information.
However, between then and now, companies realised email could be useful for a very specific kind of communication – email marketing advertising.
How to Use Email Marketing
There’s a fair amount to know about email marketing. It’s not just about writing an email and then sending it to everyone that’s given you their email address, that’s spam. The goal is to make the email look professional, be relevant, and have the personality that gives your customers the sense of humanness that they’re looking for.
Aside from this, email marketing basically comes down to a few best practices:
Email Lists: Most email marketing campaigns are run through an email marketing company like Mailchimp. These companies typically have strict usage terms and agreements, one of which is usually the strict use of consensually gained email addresses only. It’s important to remember this because there are unscrupulous people on the internet that will (and do) sell illegally acquired lists of email addresses to sell to businesses that use email marketing. For this reason, it’s important to just avoid email lists altogether, and rely on your marketing to get people to sign up to your mailing list willingly.
Avoid Spam: Although there’s plenty of spam email world, it’s actually illegal in most parts of the world, it’s just difficult to police. Most countries have a legal act or regulations against spam, and businesses are expected to adhere to these laws when engaging in email marketing. Australia is no different, and the laws are easily found here.
Be Conversational: We’ve examined how email is a useful marketing tool because of how targeted it is, as well as its persistence within the life of the consumer. However, it’s important to remember that email marketing is only as effective as your ability to engage your customers. The way to do this is to maintain a conversational approach. Don’t bombard your customers with a stream of endless marketing emails, then they know they’re nothing to you but a customer. Break up your marketing and promotions with updates on the business, developments on new or popular stock and remind customers of abandoned shopping carts. There are many potential uses for email marketing, and funnily enough, not all of them are marketing.
Don’t Harass Your Customers: People don’t like to be hounded. Constantly sending emails to your consumers will get aggravating quickly, and the last thing you want your business to be associated with is a flood of harassing emails. Keep emails relevant, engaging and keep them concerned with what you know they like.
Of course, just like anything with marketing, there’s a lot to keep track of. Gathering an email list as well as crafting and sending out the emails every so often is only the first part of the job. After that comes the analysis of the campaign and responding to what your customers do and don’t like. All of this comes with a relatively steep learning curve, as you learn what statistics to heed and to ignore, as well as how to run a campaign, and how to design an email that will appeal to your audience visually and with its words. Usually, people go to university for all of this, but that’s why most business owners hire email marketing service providers like Traffic Radius.
Who We Are
Traffic Radius is a marketing agency dedicated to bringing the best email marketing services to your business. Unlike other email marketing agencies in Melbourne, Traffic Radius offers all-round marketing services, including SEO, CRO, web development, campaign strategy, and more! This means that when we craft an email marketing campaign, our services are based on real experience gained through decades of helping businesses reach their goals.
We get results and we love being a part of the success stories of Melbourne businesses. Contact us here or call us on 1300 870 901 and we’ll be more than happy to discuss how we can help your brand grow.