Every modern company has an extensive range of digital marketing strategies at their disposal, each holding the promise of being able to accomplish all of your promotional tasks in as little time as possible, without missing a beat.
However, there is one more traditional method that currently seems to be gaining traction, and with good reason: email marketing.
It may look like a minor method compared to web design and creative content, but make no mistake, email marketing is one of the most valuable marketing tools out there.
Email marketing is one of the most affordable digital marketing methods, with respect to ROI. Additionally, Financial Services clients are more likely to check their email on a regular basis, making them an ideal demographic for this medium.
Interested in how to make it work for your business? Look no further than our helpful tips below to improve or perfect your email marketing process.
1. Analyse the Data
One of the most important things you have to do when you’re about to create carefully crafted, and highly-targeted email marketing campaigns is to first analyse the data you have on hand.
This will allow you to determine which services are of interest to your audience and most worthy of your time and effort, allowing you to use the information that you have and create a targeted email marketing campaign that will help you acquire more potential customers.
2. Use a Personalised Approach
No, we don’t mean sending all of your emails out one by one. What we mean is that you should be using all the tools available to adopt the practice of making all of your emails personalised and tailored to individuals.
Segmenting your audience by age, location, service package and interest will be enormously time-efficient when the time comes to select audiences for your campaigns.
Determining your target customer will be one of the first steps you need to take so that you will know what kind of content, design, or other factors are going to work for them. Consider the tone as well, and whether you should speak to everyone on a first-name basis or not.
It doesn’t take much to give your customers the feeling that they’re dealing with someone special, and that’s something that you shouldn’t overlook.
3. Be Professional
No matter what kind of company you’re working for, the email marketing strategy that you have at your disposal should be professional.
Even if some of your customers may seem to be more informal, it’ll still be a good idea to keep that tone in mind as you work on all of your emails, as a complete lack of professionalism will be something that will be noticed by customers and may turn them away.
You can be personal, but still professional.
This is even more relevant as a Financial Services business, where trust and integrity are traditionally essential values.
It should go without saying that a good approach to emailing customers is to always be honest and communicative. Giving off your best impression and trying to make a good face for your company is something that will only lead to a positive outcome.
4. Include a Visual Component
Another extremely effective approach to email marketing is to include a visual component – something that you should use to explain how your product or service works in a simple, straightforward manner.
The inclusion of a video will bring some dynamic to your email marketing approach and draw a person’s attention to what you have to say.
Even including your branding, a logo or a lifestyle image will do wonders to break up the text and engage readers more.
5. Use Your Subject Line and Preview Text Wisely
Here’s the thing: the subject line of an email is something that will determine whether a person will open your message or not.
As such, take the time to craft a really engaging one, and you can even personalise it to get an idea of why the viewer was interested in the email to begin with.
Also, be sure to use the preview text of your email in the best way possible so that you will make things easier for the viewers to understand.
Perfecting Your Email Marketing Strategy
The ability to reach customers and acquire new leads, while still being affordable and relatively easy to deliver, makes email marketing a worthwhile strategy to invest in. But each campaign must be carefully curated and well planned to ensure maximum results.
Follow our tips above to ensure a solid foundation for your Email Marketing Strategy. Alternatively, if you’d prefer to outsource to professionals so that you can focus your energy on what you do best, consider using a specialised digital marketing agency.
MBS is an experienced and well-trusted digital marketing agency for financial services in Australia.
We help financial services businesses grow and succeed through industry-leading, evidence-based digital marketing. Call us today and let us help you make your email marketing strategies even better.
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