“Email is possibly the greatest owned media channel for brands.”
- Joe Pulizzi
There comes a time when a brand must reevaluate its communication and think of new ways of engaging its target market. Advertisements and social media campaigns are crucial tools without which effective digital marketing cannot be accomplished. However, there is one channel which some brands don’t utilize to its maximum potential – email! Marketing through email offers outstanding advantages which you cannot get from other channels. Experts estimate that a brand is six times more likely to receive a click-through via email than some social media platforms. Over the last decade, brands have increasingly been focusing on email marketing in Pakistan. There are a lot of factors behind this gradual shift, attitude changes and the launch of 3G and 4G services in the country being the most important ones.
Mega Marketing Network is known as the leading provider of email marketing services in the country. We have the capacity to advertise a business to over 100,000 people in both Pakistan and the UAE! For this reason, we feel that it’s time to share our secrets and teach people how to make the most of email. In this article, we will break down the complete email marketing process and throw light on the advantages of picking this channel. So, without further ado, here are the steps you need to follow to market your brand via email:
Step 1: Set Clear Goals
Before signing in to your email account and just blindly creating email drafts, it’s important to ask yourself, “What really are my goals?” That is, clarify what you hope to accomplish with email marketing. Having clear goals will help your team design effective email marketing campaigns (discussed in steps 3 and 4). Ambiguity and non-clarity of goals is the perfect recipe for failure in this case. Do you wish for people to purchase a new product? Is your goal to ask for donations? Or do you want to notify your customers of a new offer? Proceed once your path is clear.
The way Rozee.pk (an online portal for job-seekers in Pakistan) recommends new job openings is a good example of having clear goals. In this case, their goal is to let their users know of the latest openings registered on their website.
Step 2: Create an Email List
The next step is to gather the information of recipients. If you already have a list, then you may skip this step. If not, then continue reading. Creating a list of email addresses is perhaps the most difficult, time-consuming, and frustrating part of email marketing. Do note that this is a rather slow procedure so if you want everything done in a short amount of time, then you are better off availing the services of Mega Marketing Network.
To gather email addresses, you need to give people some sort of incentive in return. That could be accomplished using something as simple as a questionnaire leading to a discount or via a form asking people to subscribe in order to receive future offers and updates.
Step 3: Select the Type of Email Marketing Campaign
The third step is to select the right type of campaign for your email marketing. This step can be linked to step 1 as the decision will be based completely on what you hope to accomplish with your email marketing strategy.
The following are the most famous forms of campaigns:
The newsletter is a great medium to keep your audience hooked to one topic or theme. It is the purest form of content marketing. Hence, if your aim is to give value to the world by providing more than just your products and services, then this campaign type is perfect for you.
ü Marketing Offer
When most people think of email marketing, this type of campaign is what comes to their minds. A great way to entice your target audience is to let them know of your new offers (discounts, new products/services, any incentive that you are offering to your customers, etc.) Pakistan’s biggest transport network, Careem, occasionally sends offers via email and SMS and is doing exemplary work in terms of email marketing in Pakistan. Here is an example:
Other popular forms of campaigns include:
- Event invitations
Step 4: Build the Campaign
The next step is to actually build up a solid campaign. Your campaign needs to be as compelling and creative as possible. You must give your customers a reason to open your emails. The average Pakistani isn’t fond of opening unwanted emails so you’ve got to create something that’s truly out of the box. Avoid using long paragraphs – stick with captivating graphics and catchy one-liners. However, make sure that you don’t get carried away. Always keep your target audience and your brand guidelines in mind while creating emails.
Step 5: Track Results
If there is one thing which all marketers can agree on, it’s that the most challenging part of their jobs is to measure the ROI of their marketing efforts. Nonetheless, it’s extremely important. This applies to email marketing as well. Using a web analytics tool or some custom tool made specifically for email marketing, you need to track how much click-through is coming from your email marketing efforts. This will help you analyze the performance and create better campaigns in the future.
To Sum It Up…
Email marketing is a comprehensive procedure that can take a lot of time and effort but, in the end, it is all definitely worth it! And if you do not have the time to go through all the steps, you can always choose Mega Marketing Network to take care of your email marketing needs! With our vast network and expertise in designing and delivering marketing campaigns, we can help you convert your leads in no time.