Despite decades of technological advancements, achievements, and thousands of new marketing tools, email remains the most powerful tool you can have as a business owner. As one of the most powerful digital marketing channel, this tool has a high rate of ROI, thus making it one of the best media for small businesses to convert sales and keep customers.
There’s no better way to build your audience, connect with your audience personally, and grow your business than through email marketing.
Email is the most effective way you turn a visitor into a subscriber, and a subscriber into a customer, and a customer into a raving fan. And yet the vast majority of businesses aren’t using it effectively.
What is Email Marketing?
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
It is a form of direct marketing that uses email to promote your business’s products or services. Email Marketing can help make your customers aware of your latest items or offers. It can also play a pivotal role in teaching folks about your brand or keeping them engaged between purchases via newsletters with updates on the company, or promotions of sales and exclusive deals for subscribers.
If email marketing is used correctly, it can be an effective and inexpensive way to drive sales and leads, grow brand engagement, increase customer loyalty, promote events, grow your fanbase, and conduct research.
Whereas communicating with fans on social media relies on the social platform’s algorithm, if you grow your email database you control how and when you communicate to it. With a campaign monitor, you can truly make it work for you. This article provides step by step introductions and explores practical pointers for getting started and tips for improving your email marketing strategy. The question to ask now is;
How To Use Email Marketing?
First, choose which email marketing campaigns service provider you will use. There are many email marketing platforms available where you can store data, create a call to action emails, send personalized emails, create responsive email design templates, create, send, and track your campaigns.
One of the most popular is MailChimp. It’s free, easy to use, and integrates well with web builders like WordPress, Shopify, and Squarespace. Others include Drip, dotmailer, Constant Contact, and many more. Therefore, you need to take a look to see which one has the features and interface that appeal most to you.
As well as, the best to help in promoting your products, services, promotions, and events, emails should give people information that is valuable to them and not purely focuses on sales messages. It can’t always be a marketing goal – your customers will catch on! Successful email marketing involves setting goals and thinking about how personal your emails are.
Delve into your customer data to understand what they would like to see. A successful campaign will have signs of all of these and you can give yourself a head start. You can offer tips, advice, news, and stories that align with your brand values.
Emails should be sent at regular frequencies to create a high click-through rate (but not so often that you are bombarding) and it’s a good idea to create strategies and tactics for the year so that you can organize your time and plan effective email marketing around events and promotions.
Ways to Grow Your Business With Email Marketing
Focus on Personal Connections
First, you need to build a database of your email contacts. A high-quality and extensive database of email contacts is the heart of every email marketing campaign. When you are creating a list of email contacts, to buy a database and copy the emails is not enough. The results that get you email campaigns sent to a custom database of email addresses are in our experience much more efficient than a campaign sent to a purchased database, without the permission of the recipients and in violation of the law.
Mind you, your database should be filled with fans of your organization. These are people who have already bought into your business, and they want to hear from you because you have, at least at one point, offered them something of value. In other words, you should continue to build on that personal connection through segmentation.
With the emphasis on big data, companies can easily (and should be) segmenting their list by the interest of their customer base and the types of content they have historically interacted with.
Offer Unique & Personal Content
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed “Dear Sir/Madam” as opposed to their first or last name and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
Personalization is another reason you must grow your email list. If you purchase an email list, then you cannot personalize the emails with accurate information. Additionally, as your strategy evolves, then you can segment your list by interests and region (as applicable). Enhanced email options, which drive results, rely on accurate information.
Ensure Responsive Design
Effective email marketing campaigns are designed for all devices on which users can read their emails, desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important offering a quality known as responsive design.
Research has shown that emails are read on mobile (smartphones or tablets) devices like never before. In all likelihood, the email service provider of your choice offers responsive design templates, but keep this in mind during your design and QA phase. Preview the email on desktop, mobile, and tablet views.
Include the Right Call to Action (CTA)
Exceptional marketing emails must contain meaningful CTA. After all, if brands are taking up subscribers’ time and inbox space — with another email, every message must have a point to it.”
The CTA for a promotional email differs from the CTA for a transactional email. For example, a promotional email informing customers of the annual sale must include SALES and links to products throughout the email. No matter what you do, make sure you include a clear call to action (CTA) in every single email campaign you send out. Even if the main goal isn’t to encourage people to make a purchase.
By giving people something to do, you also increase engagement with your website, your content and your business.
Here are some great tips for getting people to click your CTA button:
- Make it visually clear and exciting, with compelling copy.
- Don’t make it wordy; stick to about five words or so.
- Use action-oriented copy that tells people exactly what to do (“Click Here”, “Download Now”, etc.)
- Make the CTA easy to find within your email’s content, and don’t let it draw from the actual content of your campaign.
Customers expect (and accept) the heavy hand. Conversely, in the quarterly review email, include links to new projects and updates. Customers want behind the scenes information (and do not accept sales). Understand why you are sending the email and be sure the CTA aligns with the purpose of the message. As you can see, getting people to open your emails is just the start. You also have to encourage them to read the email’s content and take further action if you want your business to grow.