What’s the Next Step After Sending an EDM?
Often referred to as an “E-Newsletter”, an email newsletter is an excellent way to provide your subscribers with updates about your business, services and products. As the name dictates, an E-Newsletter often includes updates and tips aimed to keep the prospective customers enticed and engaged.
Sending email newsletters is a great way to make your audience aware of the latest news within your business. It’s an inexpensive approach for establishing relationships and maintaining regular contacts with prospects and customers.
In this post, we will discuss what you should do after sending email newsletters to the audience. But before that, let’s find out why businesses need to invest in this form of email marketing.
The Importance of Email Newsletters for Businesses
If you’re a business owner and looking for ideas to grow your brand, you should consider investing in an email newsletter campaign. The data shows, over 83% of B2B businesses use e-newsletters as a marketing approach. There are several reasons for creating an effective E-Newsletter strategy, and some critical ones are as follows:
- E-Newsletters are pre-scheduled.
- Attract more traffic to your website.
- Offer a chance to promote new services and products.
- Help you stay forefront of your clients’ minds.
- Newsletters with opt-outs can help you narrow down your list of quality leads.
- Help you gently push the audience towards conversions and drive sales.
These points are enough to convince any marketer to put their step forward towards investing in E-Newsletters.
What to Do After Sending Email Newsletters
So, finally, you’ve made an effective E-Newsletter strategy for your email marketing campaign? Great! But creating and sending exciting newsletters to your email subscribers is not enough. If you’re hoping the fish will reel itself into your trap, then you’re wrong.
So, what should be your next move? Here’s what you need to do next after sending E-Newsletters to your prospects:
- Check Your E-Newsletter Reporting
Before you follow up with your E-Newsletter recipients, check out your email stats. What’s the open rate? What’s the click-through rate? What’s the conversion rate? Evaluate and compare this rate with the previous E-Newsletters response. If it seems low or average, focus on improving it by adding attractive subjects and call-to-actions. Also, don’t focus on a single stat, look at all these details collectively, find out which one is getting the most response, and then follow up accordingly.
- Follow up with Recipients who clicked links within your email
Depending on the number of people who clicked links within your E-Newsletters, you can choose to follow up with another e-newsletter or even phone calls. If you’re thinking of sending an email, consider giving an additional incentive – perfect to offer in a follow-up email. On the other hand, if you’re choosing to call, ask them if they have any queries about your products or services. By doing so, you can have higher chances of leading them to have a conversation, and conversations lead to conversions.
- Send a Follow-Up Email to Non-Responders
After checking your E-Newsletter marketing stats, you may notice that many people didn’t open your emails or click on links you’ve added inside. If so, you need to be ready with a follow-up for those who have missed your latest E-Newsletter. For optimum results, make sure to make some changes in the content and definitely in the subject.
Add a catchy subject line this time and try to personalise content using subscribers’ names from your list.
- Don’t Force, Wait
Forcing a sale by resending the same offer, again and again, can make your subscribers frustrated. It can also lead to lower open rates and higher unsubscribe rates. If you’re expecting valuable results, try out something different. Moreover, no matter which approach you’re using, don’t forget that patience is the key.
These are some metrics you need to look at closely after sending email newsletters. They will help you understand what’s going wrong and where to make changes or adjustments to make your E-Newsletter marketing campaign successful.
It’s no surprise that e-newsletters are a simple, convenient, and easy to use marketing technique to grow your business. But as mentioned, spending hours coming up with captivating content to share with your audience is not the end of your journey. You need to put in the extra effort to make your E-Newsletter strategy thrive. Follow the steps mentioned above and make sure you’re on the right track.
Sending email newsletters can be a very rewarding process but making sure that you send the right content, at the right time to the right audience can be a daunting task. Review your reporting to ensure those receiving your emails are your target audience, check to see when they are engaging so you can send information at a time that suits them and most importantly, create a content strategy that will have your readers wanting to know more about your business.
To find out more on what you need to do to build a successful Email Campaign download our ‘Email Marketing Checklist’ it’s free and will help you make sure you don’t miss a step when sending emails.
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