6 Email Marketing Aspects You Should Spy From Your Competitors Strategy
As you already know, I’m a big fan of email! I make a big emphasis on my email marketing strategy, but what exactly does this mean? To put it simply, an email marketing strategy is the way you manage everything from the moment a person visits your website to the moment they become a repeated customer, going through a targeted funnel.
If you have no clue on how to properly develop an email marketing strategy, then it might be for the best to look at what your competitors are doing, through the use of tools like email marketing reviews. While the goal should never be to simply emulate your competitors, there’s still a wealth of information you can mine from your rival’s successful email marketing strategies and then re-incorporate into your own business to make the most effective email marketing strategy possible.
When analysing a competitor’s email marketing strategy, there are a few things that you’ll want to keep an eye out for. Luckily, I’ve compiled them into a list for your reading pleasure.
1. What’s Offered in Exchange for an Email Address?
Even if your product or service is exactly what someone needs, that doesn’t necessarily mean they know it or the even care, selling is like dating, you never propose to a girl on the first date.
You use email to establish a relationship, gain trust, and then offer ONLY something you really believe on. Just because someone gives you their email, it doesn’t mean you have the right to send them a bunch of crap and offers of products you don’t even use yourself, that kind of actions is what gives internet marketing a bad reputation.
But how do you gather an email from someone when they visit your website?
Oftentimes, businesses will incorporate some type of promotional giveaway to go along with the free exchange of an email address; this is called an “ethical bribe”. If you’re having trouble generating a subscriber base, an email list, but your competitors are doing fine, then it’s time to see what exactly they’re doing to bribe their customers.
Have a look at your top competitors and determine a benchmark for ethical bribes, sort of an evergreen product type that can be offered.
Depending on your niche, you will see different types of offers, find out what type is repeated the most and what the type those the competitor with a bigger subscriber base has (you can look at their social media followers to determine this, although it’s not an exact metric).
This is an appropriate approach to determine your fist offer, once you have a bigger flow of visitors you can start twitching and testing your offers, to cater your audience. A same niche doesn’t mean a same audience.
My personal results? People love lists of tools or resources; they are simple, straight to the point and highly useful. In my case I give away the list of tools and resources I use in my business, because my audience are online entrepreneurs.
But let’s say you have a weight loss blog, you could create an attractive list of the top 10 supplements to lose weight or the top 15 exercising equipment to get fit fast, you get the idea.
2. How Often Are They Emailing Customers Once they’ve Signed Up?
There’s a fine line in Internet marketing between being a quantity provider and being a spammer, you want to make the most out of your campaigns, but too many emails can leave a client feeling swamped. Depending on the kind of business you run, you’ll want to develop an email marketing strategy that makes customers feel important without overburdening them with too much information.
Sign up to as many lists as possible, and study how often do your competitors send out emails.
3. What Type of Content Are They Sending?
With video email marketing becoming more popular, it’s important to find out what type of content your competitors are providing in their emails to clients. Are they taking advantage of multiple types of media? If so, then it might be time to invest in an email marketing program or an email marketing agency.
While text may have been enough in the past, the Internet has evolved to provide people with a wide range of various content types. For proof, just look at the widespread popularity of YouTube.
People enjoy a mix of video, text, and pictures, so it’s a good idea to develop an email marketing strategy that includes a varied mix of all three main types of media to really take advantage of what email can offer. As we previously mentioned, there’s more to learning from your competitor’s email marketing strategy than just their subject line.
4. How Do They Design Their Subject Lines?
Oh, apparently their subject line is equally important. Going along with how often to send emails without looking like spam, a subject line can be your last chance at convincing a client to open their email and see what you have to offer.
Of course, finding out how your competitors label their own subject lines will allow you to decide for yourself how you want your subscribers to view your company and the information you’re providing them.
5. Are Their Emails Promotional? Free Information? A Mix of Both?
Not all emails from a company need to be promotional, some can simply be helpful information to keep customers informed of future purchases. If you find that your competitors are having success in one area of email marketing, it might be time to separate yourself from the rest of the pack with a different mix of the two.
“When I started seeing all of these people changing the world with social media… I was just blown away… The world’s getting smaller.” – Brandee Sweesy, The Google Hangout Marketing Expert
People always like receiving free gifts, so if your budget allows it, don’t be afraid to up the promotional giveaway output to keep your emails at a higher value than your competitors. Conversely, if you find that your competitors are only providing promotional items without any helpful tips, it might be time to start crafting a weekly newsletter to keep your clients up to date on the latest information.
Ultimately, a successful email marketing strategy is one that creates a real value for customers. Whether that’s through promotional items or helpful tips is up to you.
6. What Are The Products They’re Promoting? Is it an Affordable Email Marketing Strategy?
The type of products a company promotes will tend to reflect the company itself in a client’s mind. Try to supply giveaways and promotional items that will have a great value for the client and make them hopeful for your next big promotional email campaign.
The more word-of-mouth that spreads as a result of your generous giveaways, the more brand awareness you’ll generate for your company. If you find that your competitors have your target demographic locked away, it’s nothing that an effective marketing campaign can’t help to fix.
As important as email marketing is, it’s not worth pursuing if you don’t have the resources or manpower to afford it. While some businesses may require a constant social media presence, don’t be afraid to focus on your business first and the marketing second.
With that in mind, there is still a tremendous value in email marketing that shouldn’t be overlooked, so if you can develop a strategy that you can reliably pursue with minimal cost, there’s no reason to ignore it. In fact, there are cheap and affordable companies that provide email marketing alternatives at a low cost, like Clickz.
“It’s a recent focus of mine… And certainly the online world makes this more possible, which I’m grateful for that, to peer into the businesses of other people. To find out what they’re doing, up to the minute, and that’s awesome for inspiration. But it can also take us down the wormhole of ‘Oh, they’re doing it better than me.'” – Kate Northrup, Network Marketing Expert
As effective as comparing your business to a competitor’s may be, it’s important to discern what should and should not be emulated for the success of your own business. Innovation is a driving force in the market, so don’t be afraid to think outside the box when it comes to developing your own business strategies, whether they be email related or otherwise.
We’ve talked in the past about the most important things to look for when comparing business strategies with competitors, but a sound email marketing strategy is no different.
What have you learned from studying your competitor’s email marketing strategies? Let us know in the comments!