We are often surprised at how people undervalue emails as a marketing tool. Keep in mind that among all the modern marketing tools, emails have been around the longest. Even with the new trends and technologies, we hardly see them going out of style. Especially for commercial marketing. So, let’s use this article to go over the key aspects of how to build an email marketing strategy and why doing so is a good idea for a moving company.

Building an email marketing strategy in 2022

A moving company van.
You’d be surprised at how effective emails can be for a moving company.

Before we begin, it is important to note that email marketing doesn’t mean sending generic emails to uninterested recipients. At least it shouldn’t be that in 2022. To make it in modern marketing you need to outline who your audience is, and then optimize your content for them. Only by doing so does it stand to bring your a decent ROI.

Outline your target demographic

First and foremost, you need to outline who your target demographic is. As a moving company, you might think that you should try to target everyone available, but this is seldom the right idea. Namely, most moving companies tend to cater to a specific demographic. Depending on their location, they might work more with family people, or with young professionals or even senior citizens. And if you try to engage all of them with your email marketing, you will simply end up engaging no one. The only way to target everyone is to make your email marketing generic. And if you make it so, it simply won’t resonate with your audience. So, try to first outline who your target demographic is.

Segment your audience

A young professional reading an email.
You need to understand your audience before you can learn how to build an email marketing strategy.

Once you outline who your customers are, you will be able to easily perform CRM email integration for movers. But, you will also likely learn that your target demographic isn’t homogenous. While you will have a dominant group (like students or family people), you will also have smaller subsets of different demographics. How important it is to engage them is usually based on how much work they stand to bring. The less homogenous your target demographic is, the more important it is to segment it into different groups. Only by doing so can you approach each segment with due care.

Outline the goals of your email marketing

Do you want your email marketing to promote a specific service, or do you want to highlight your company? Do you want to engage your customers during a specific period, or do you wish to slowly build yourself up in the community? While these are all connected, it is important to have a clear, specific goal in mind for your email marketing. By having it you can look to orient your efforts and build upon the content you wish to create. If you don’t have it, your entire marketing campaign might fall flat, as it won’t serve any specific purpose.

Get the right tools

A laptop with email marketing tools showing how to build an email marketing strategy.
You need to have the right tools if your emails are to be effective.

Knowing how to build an email marketing strategy won’t do you much good if you don’t have the right tools to put it into practice. Besides content creation tools, you will also need email scheduling and analytics tools. You should definitely consider CRM email marketing for moving companies as it brings most of the analytic tools you will need. Don’t think of your email marketing as simply pushing content to your customers. Instead, try to think of it as establishing a conversation. The better you understand your customers, the easier it will be to establish and build upon a good conversation.

Consider your content

An email doesn’t have to only contain written content. In fact, if you solely rely on written content in your email marketing, you are likely going to fail. Images, videos, animations, even interactive content… All are viable for an email marketing strategy. Your job is to figure out what your target demographic, at its segments, is likely going to find engaging. While it takes a bit more skill to create, visually rich usually resonates far better with any demographic. Also, keep in mind that the timing of your emails is just as important as the content. Different demographics tend to be more willing to check out emails at different periods during the day. This is a reason why you need to have a deep understanding of your customer base.

Another aspect to keep in mind is branding. Namely, you need to weave your brand into every aspect of your online marketing, including emails. From the tone, you use to the content you opt for. Your brand needs to have a constant presence so that it stays with your audience even after they are done viewing your content.

Track the performance

Once you set up a marketing campaign, it is paramount that you track its performance. You should do so not only to learn more about email marketing but also to learn about your customers. This is where CRM email tracking for movers comes in handy. Namely, the closer you can follow the performance of your emails, the better you will know what your customers are like. While you might have some ideas, you won’t get the full picture until you interact with them and establish a line of communication through emails. Also, keep in mind that your customer base can change. Which is another reason why email marketing is an ongoing task, not a one-and-done strategy.

Final thoughts on how to build an email marketing strategy

While there are other, more specific aspects to consider, by now you should know the basics of how to build an email marketing strategy. Keep in mind that you will learn a lot from practice. So, don’t expect too much from your first marketing campaign. Accept that you will make mistakes and that your main goal is to not repeat them in future tasks. The sooner you come to terms with this, the sooner you can start experimenting and finding what works best for your company.

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