What’s the common ground for all brands, no matter how big or small they are? They all want growth. And if we’re talking about startups, they want and need growth more than anyone.
When you start a business, you can’t expect it to grow just because customers will start recommending you. Yes, word of mouth still is an important marketing method. But, in the digital age, when you have so many resources available, it would be a shame to condemn your business to such a “natural” branding process. From this point of view, that approach is considered primitive.
You have to take action towards promoting your startup online. Email marketing is part of that strategy.
Why Is Email Marketing Important for Startups?
Email is a very effective tool, since it creates a special connection between you and the recipient. If someone sees the message on social media or at your website, they see what everyone else is seeing. But if they get a personalized message, they see it because they chose to communicate with your brand when they subscribed. A startup can really benefit from that connection.
According to the 2018 Deliverability Benchmark analysis by Return Path, inbox placement is on a constant rise. More messages make it past the gateway that’s supposed to block untrustworthy messages. That means that email marketers are getting better, and their strategies are gaining more trust among the audience.
But how do you develop an email marketing strategy when your business is so new?
How do you get people to subscribe and what messages do you send when you haven’t reached massive brand awareness levels?
We’ll give you important tips on how to develop an email marketing strategy as soon as you start your business. Here are some services that might help you:
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Essential Tips: How to Develop a Strong Email Marketing Campaign for Startups
1. Have a Strategy
You can’t just start asking people to subscribe to your email list out of the blue. They are not willing to share their name and email address just because you ask them to. So you have to give them something valuable in return.
Are you simply going to send promotional offers? Many brands focus their email strategies on that point. Once they get a prospect’s email address, they start offering them products to buy. But we’re talking about a startup here. You’re trying to build awareness, so you need to take things a bit further.
- Plan to inform your recipients about big milestones.
- Send them informative articles about the products or services they are interested in. If, for example, you’re selling brushes for dry body brushing, you can send them content that teaches how to brush their body properly.
- Be very mindful of the visual elements. When you’re trying to make your brand recognizable, you’ll clearly feature the logo in all messages. But that’s not all. You’ll also design the emails with your brand’s colors, and you’ll follow a precise “vibe” that’s unique to your business.
These were only few examples of goals you can set for your email marketing campaign. The important thing is to have a plan. So before you start inviting people to subscribe, make sure to develop your strategy.
2. Start Sending Long-Form Content
Ebooks and long articles.
Sure, the average online user doesn’t have the attention span to go through it at one go. That’s why they will usually bounce off a website somewhere along the way.
Email is the perfect medium for this type of content. It gives them an opportunity to access it whenever they want to read it. They don’t have to pin the online source or save it anywhere. They will have the messages in their inbox.
This content has huge branding potential. You’re delivering value, so the recipients will clearly remember you.
The only problem is: high-quality content of this format takes a lot of time and effort. We’re not talking about plain articles. We’re talking about case studies, reports, and entire ebooks. If you don’t have a team member who could cover that, it’s important to outsource. There are several services that can connect you with top-level writers from your industry:
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You can also consider a long-term collaboration with a freelance writer. It’s not easy to locate the perfect freelance writer for your startup, but you can try reaching out through services like Upwork and PeoplePerHour.
3. Write Messages for Your Buyer Persona
When you’re developing content for social media or for a website, you’re probably writing for an average buyer. That’s your buyer persona – a fictional character who encompasses the characteristics of an average customer.
When you’re developing email messages, you’re still addressing that person. You’re trying to solve their common issues, so you explain what value your products or services will bring in their lives. You’re trying to make your subscribers feel important. That’s how you’ll attract them to keep opening and reading your emails. Of course, you’ll also invite them to take the action you suggest.
The Bottom Line
Email marketing is not dead. It’s pretty much alive and kicking. For a startup, an email marketing campaign takes a lot of work and planning. But you know what? The results are well worth the effort.