So you’ve invested time and money into preparing a great piece of content for your prospects to download and you’re ready to send out an email to all the prospects in your list… inviting everyone to come and get it while its hot.
Before you hit that send button there may be a couple of things to consider to ensure your prospects get as excited about your premium content offer as you are. We’ll look into the top 3 things you should be asking your digital marketing agency before you hit that send button.
1) Are you writing for your audience?
Image Credit: Keith Tsuji
Who exactly are you going to be sending your premium content offer to (be it a whitepaper or infographic)? Is it relevant to everyone in your mailing list?
Ask yourself this question:
Do all my prospects have the same information needs today? Are they all in the same phase of the buying journey?
Your prospects have different content and informational needs depending on the point in the buyer cycle they are at. To truly get your prospects excited, you will need to understand your buyer persona before launching into a campaign, so you can target them correctly and speak to them with the right tone and voice. Now is the time to review your Buyer Personas and ensure you're on target.
2) Does your landing page connect with your prospects?
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Sure your email is well written and waxes lyrical about the value your prospect will get from your premium content or whitepaper. But does that message carry thru to your landing page after your prospect clicks on your email?
Through the years we’ve seen too many landing pages that fail to carry the same look and feel, message and tone across the various campaign assets from email to landing page. Make sure your landing page has a clear value proposition and a call to action (usually a form for the user to complete) that is consistent with your email message and target audience.
Finally, don’t forget to optimise your landing page for SEO. This will help ensure that your campaign will bring in new prospects that are currently not on your mailing list.
3) Are you tracking everything?
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An email campaign isn’t going to be successful if you can’t measure its success. Pretty much every modern email sending system today has built-in capabilities to track open and click rates for your email. Thats great but not quite enough.
You want to make sure you’ve got every single link and button tracked as well. Each time a prospect lands on your landing page, you want to know if he got to it from your email or from some other source like social media, google search or perhaps a forwarded email.
This means checking every single link in your email to make sure it’s got a tracking code built into it. If you’re using a marketing automation platform like Hubspot, then this is automatically done for you. If you’re not, then you should at least have Google Analytics setup on your landing page to keep track of where every single visitor to your page is coming from. You can use this handy tool to create tracking URLs for Google Analytics.
With these in place, you’re well on your way to pulling off a successful email marketing campaign. Now hit send, sit back and let the leads pour in.
This blog post is part of our series on Successful Email Marketing Campaigns. Cant wait for the rest of the posts? Then just click here to download our free Email Marketing Success Checklist for all the pointers you need to supercharge your email marketing.