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Emails can reach your target audience with messages that are timed in a way that maximizes the potential for conversion. The process of developing an email campaign does not need to take a lot of time if you are working with a company that understands your goals.
What is Email Marketing?
This term simply refers to the act of sending emails to potential guests or previous guests of your campground. This type of campaign is most successful when a relationship already exists between the recipient and the company sending the emails. Establishing a relationship between potential guests is often done before the email is sent to them, and this will usually occur on a website or during the check-in process in the case of returning guests.
When a potential guest makes a reservation with you or visits your website, you have the opportunity to use the email that they provide to you in the future. You can send information about related products and services or notify them of special deals. The emails can contain more than just text; they can provide images, videos or animations that explain the special offer.
How to Design an Email Campaign For Your Campground
Most campground owners don’t have a lot of time to craft a marketing plan. This is why you should be aware that over 75 percent of customers prefer email communications. Keep in mind that this preference is linked to the fact that the emails are from a company that they already gave permission to send this content. This is called permission-based marketing, and it is extremely effective.
Once you have the contact’s permission to send an email, you can use whatever information you have available to address their main problem immediately. Give critical information about your solution, and provide a simple action that they can take at the end of the email.
The most effective email campaigns are short, and they will contain all three of these items:
- Address the customer’s need within the first three seconds after the email opens. This is like the headline of a newspaper; it needs to grab their attention instantly. Address their pain points whenever you can in the headings.
- Get right to the point. Avoid fluff, and provide engaging content that addresses their main concern. This is the body of the email, and this is your chance to prove that you can solve their problem.
- The call-to-action should summarize the solution by encouraging the reader to take immediate action. This is a great place to offer a promotional deal or discount if they act right away.
The Future of Email Marketing
Personalized and dynamic content will be driving marketing in the future. The personality of each individual recipient can be partially detected through previous activities, for example. This information can be used to craft messages that resonate with their particular concerns. This is a marketing model based on accurate information.
Dynamic content refers to the types of content that can now be embedded in an email letter. Video and animated video are examples of dynamic content that used to be impossible to deliver. As technology develops, additional methods of providing dynamic and engaging content will appear. These will also address the problem of the email recipient directly while also showcasing excellent and personalized customer service.
What Companies Provide Email Marketing Services?
Companies now provide this service by using software. Competitors can be scrutinized to determine which one has the most desirable features. For example, some services will allow the person using the service to link their RSS feed to an email, which will be sent to a list of subscribers every time that a new post is made.
Another popular feature is the auto-responder, which allows you to craft a message that will be sent out immediately if the email recipient performs a specific action. The inbox preview is another essential feature that can be easily overlooked. It allows you to preview your email message to your customer before you send it off, and this can help you to avoid errors.
Some of the most popular companies that provide email marketing as a service include:
- Benchmark Email
- Constant Contact
These providers will offer different types of features on their plans. Many experienced email marketers will look for particular features that meet their exact requirements. Make sure to look for templates that meet the industry standards of design, for example. Other important items include the rate of the email delivery, which increases if the company uses a dedicated server. You can get started by using a company that offers a free basic service until you know what features are worth paying out extra money to receive.
What Defines a Successful Email Campaign?
A successful email campaign accomplishes a specific goal, which is decided during the phase where you are designing the campaign. Most campground owners will want the recipient to click through to a link and make a reservation. The best campaigns will convince the reader to take action, and there is usually a steep discount from the regular price involved. This offers the reader the incentive necessary to act now. As soon as they close the email, the contents will be almost instantly forgotten.
Many campaigns have multiple objectives, so keep that in mind. You can raise awareness about your brand or draw attention to similar items to the ones that they have previously purchased. A great email campaign can be set up in less than 30 minutes with the right service provider.
Have questions about email marketing? Need help designing or sending a campaign? Insider Perks is only a quick phone call or chat away!