Your email channel has nearly limitless potential. When your company has email marketing down to a science, traffic and ROI will follow. However, we often think about scenarios where everything is already set up.
The list is filled, the content is designed, and users are accustomed to the sender’s email account.
But what if you have a new business email account? How do you let everyone know about it?
What does it mean to have a new business email address?
Whether you’re just getting started or your company had to adopt a new business email because there was a problem with the old one, there are also scenarios when changing an email could be a strategic move. A new business email address might even be a part of your company’s rebranding. The old address may no longer be applicable and, thus, a new one could be required.
New business accounts are set up all the time. The question many people have is how they can go about spreading the word.
What are the most effective methods of promoting an email address, and how can you measure their efficiency?
How can you measure the promotion of a new business email address?
The best way to measure the efficiency of email promotion is to gauge how much engagement you get. Do people sign up for your list? Do they greenlight your email address for their inbox? Do they click-through to visit your website?
These simple metrics say a lot about how subscribers perceive your emails.
While you might be overwhelmed trying to spread the news, there’s no need to panic. You can build awareness and prepare subscribers for the new address the same way you would build awareness for any other big company announcements.
Send an announcement letter.
We’ve previously discussed announcement letters and how helpful they are. They’re great for getting attention, and they’re also relevant.
When people get these, they know something big has happened and they know it’s something that’ll affect their relationship with the brand in the future. Otherwise, the letter wouldn’t be sent.
Before launching the new business email, send emails to the old list asking people to subscribe to the new list and make them aware of the change. Don’t just send it once: Instead, include a warning and mention of the change in many emails leading up to the launch date.
Spread the news on social media.
Your email marketing strategy doesn’t exist on an island. Similarly, your audience is, most likely, also engaged with you on other digital platforms. Your marketing efforts should be integrated across platforms, and big announcements should be, too.
If you have a decent social media following, it’s a good idea to promote your new email there. Even if you don’t, proper use of hashtags and keywords can help you get plenty of new subscribers to your new email.
Set up an autoresponder for older emails.
If you’re looking to migrate traffic from your old email account to a new one, try setting up an autoresponder.
Automatic replies can make sure anyone who wants to contact you knows to use your new email address moving forward.
Does it really matter?
It’s easy to think that your new email address isn’t an urgent matter. Sure, you want to use it to its full potential but, if there’s some delay, is it really a big deal? The key to seeing the importance lies in understanding the potential of the address.
Remember, email is a proven ROI magnet, so any new email address should be made a priority. Email marketing builds trust and suddenly going dark or surprising subscribers with a new email address is a big no-no because it disrupts that trust.
When a business changes their email address, they need to build awareness again. As the email address is promoted, the potential for ROI grows.
What now?
Now that you know how to promote a new email address, you can put these strategies in motion. Remember, even for an established company, a new email is just that. It’s new. In a sense, you’re starting fresh, so it’s important to remember the basics.
Brush up on the basics of sender reputation and how to get your new email account on the right track.