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It’s a good idea to get creative when it comes to marketing your business. You revamp your website, create engaging social media posts, go to industry networking events, and so on.
Perhaps you send out a newsletter or communicate with your contacts via email regularly. But what about putting out an email marketing plan?
It turns out that doing so has a lot of advantages, both in terms of promoting new products and services and in terms of building long-term relationships with your leads and customers. Let’s take a deeper look at how you can do it well.
Email marketing is still, without a doubt, one of the most effective ways to communicate with clients. You suddenly have permission to continue your chat with someone indefinitely if you obtain their email address. Even if there is some overlap, an email subscriber list is distinct from a community of social media followers or connections — having given you their email address, you know they are one step further along in the sales process than they were when they were just liking your post on Facebook.
Conversions are your business’s goal, therefore the more people you can persuade to give you their email addresses, the better.
Email marketing is a medium to engage directly with your target audience. But these messages do a lot more than announce your existence and what you’re selling.
This type of marketing is ideal for many reasons. You can accomplish the following |
These advantages of email marketing are covered in greater depth below. Furthermore, because your audience actively signed up to be on your contact list, these emails are hitting their inboxes.
This is critical since it is a huge benefit over the type of advertising that prompts people to click the skip button right away.
Subscribers can also delete or unsubscribe from your list without viewing it. This is why it’s essential to plan ahead of time how you’ll go about doing it.
Numbers don’t lie. So, while we could go on talking about the advantages of email marketing and why it works, the proof is in the stats |
Let’s take a closer look at some of the email marketing benefits below.
It’s Cost Effective |
Traditional marketing, such as television and radio advertising, billboards, and magazine ads, is expensive. Email marketing, on the other hand, can give a higher return on investment, depending on the scale of your campaign, the platform you’re using, and how frequently you’re sending out communications.
Regardless of the circumstances, a well-designed campaign will boost your conversion rate.
It’s Easy to Use |
You’d find marketing software like HubSpot and Mailchimp that makes it easier than ever to create marketing emails. You can select templates, design them with drag-and-drop functionalities (no coding knowledge needed), and include customized calls to action.
It Can Be Customized |
Email marketing, unlike product ads that seem the same to everyone, can be customised to be relevant to a reader’s category.
You can, for example, have each message greet them by their first name. Based on their previous purchases, you can recommend readings, items, and services. You can greet new customers and track down individuals who have abandoned their shopping carts.
It Can Be Automated
You may set your email marketing software to send messages based on certain triggering actions, such as signing up for your newsletter, subscribing to your blog, enrolling in a webinar, arranging a call, or making a purchase, once you’ve developed a plan for which contacts receive which emails.
It’s productive and efficient since it frees up your marketing team’s time to focus on other things rather than keeping track of everything.
You Keep Your Target Audience Informed
Email is the simplest and most efficient way to inform your customers about anything related to your business, including new hours of operation, holiday events, expanded inventory, new services, new locations, coupons, and offers.
While you may do the same with social media posts, delivering these messages directly to their inbox ensures that they will see them at some point.
You Keep Your Target Audience Engaged
You’re engaging your audience in a two-way discussion with you whenever you send video, audio, permit comments in blogs, promote your social media posts, or develop surveys or quizzes.
It Increases Brand Recognition
When readers see your name and message frequently, you stay top of mind. This leads to brand recognition, or the capacity for others to recognise your brand without even hearing your name.
For example, they will see your logo, brand colours, or catchphrase.
They Read Them When They Choose to Do So
One of the reasons why you’d sometimes despise telemarketers is the fact that they often call at the wrong time — when you’re at work, or having dinner, or performing your favourite song in your car when that dreaded call disrupts your Bluetooth connection to Spotify.
People, on the other hand, read their emails only when they have free time. If they don’t have the time or energy to read them right now, they can put them off till they have more time to devote to you.
You Can Measure Progress
You can track important metrics like open rates, click-through rates, soft and hard bounce rates, and unsubscribe rates with email marketing. This gives you an idea of what’s working and what may be improved.
A poor open rate, for example, indicates that you should improve your subject lines. If you have a low click-through rate, you should experiment with alternative calls to action. If you have a large number of unsubscribers, it’s possible that you’re emailing too frequently or not giving enough value.
All of the above benefits add up to your ultimate goal: expanding your business. And it’s not necessarily about making a buy right away. The following elements contribute to scalability and longevity:
Build Relationships With Leads and Customers
When your audience receives communications from you regularly — and when those messages are personalised — you’re creating the groundwork for building relationships with them.
A birthday discount code, a reminder that it’s time for their next dental cleaning, and things recommended based on their tastes all make them feel like you’ve taken the effort to get to know them on some level.
Creating and distributing informative content regularly establishes trustworthiness. People regard you as someone who is well-versed in their field and its subtleties.
This is especially true if you’re adding inbound marketing features like blogs, infographics, and video series in your emails. Bonus points if others start sharing this article and citing you as a source in their backlinks.
Stay Top of Mind
Large corporations that have become household names, such as Apple, Disney, and Amazon, don’t have to do much to get consumers to think of them anytime they require the services they provide.
Smaller firms, on the other hand, must send constant reminders that you’re ready, willing, and able to assist them in overcoming whatever problems they face. This means communicating with them regularly.
Promote New Products and Services
You get to shout it from the rooftops with automated emails whenever you build, improve, or start offering new services.
You can also include all relevant details in an easily digestible format, such as the launch date, a bulleted list of benefits, price points, and other features. Include movies that demonstrate how to utilise them to make them even more useful.
Increase Customer Loyalty
Marketing emails drive your audience to keep buying from you because they continually deliver value – through instructional content, discount codes, and highlighting the benefits you offer.
You may boost the chances of this happening by including loyalty and referral programmes in your emails and promoting them.
Generate Website Traffic
To get more website traffic, your emails have to be (a) interesting, (b) scannable, (c) provide value, (d) be personalized, and (e) optimized for mobile devices.
Yes, that’s a lot of requirements, and you better get them right if you want to avoid wasting time and money. And, try to be funny if your brand voice allows it.
Re-Engage Former Customers
Give your consumers a cause to come back to you. Send them a discount code in one of those We Miss You! emails. Send them product suggestions based on their preferences and needs. Pose questions to them.
Inquire about how you can provide more value to their lives or what they’d like to see from your organisation next. Ask them directly if they want to stay on your contact list. Send them abandoned cart reminders with product photos and a free shipping offer.
So how can you get started with your email marketing campaigns? Here’s how to go about it.
Choose a Service Provider
You want to go with a service that makes your life easier. This includes being user-friendly, with capabilities like contact segmentation, templates, and workflow automation, as well as connecting with your existing tech stack.
Contact restrictions and scalability capacities are other important considerations.
Offer an Incentive to Join Your Email List
Everyone enjoys freebies and discounts. So, in exchange for your audience’s email address, offer them. Samples, buy one, get one free promotion, a free product, templates, how-to tutorials, and an ebook are all possibilities. Anything beneficial to them.
Nourish Your Leads
People aren’t always ready to make a purchase. If they’re still at the top of the funnel, they might just be looking for general educational material as they consider their options.
As a result, offer them what they desire. Send them checklists, comparison charts, case studies, or simply happy birthday/happy anniversary letters to help them with whatever problem you’re solving.
There is no such thing as a “one-size-fits-all” solution. Some consumers require a particular product or service that you offer. Some of your contacts are first-time visitors to your website, while others are returning consumers.
Because they all have different needs, individualised, dynamic material is more likely to keep them interested.
Let’s look at some of the many types of messages you can use in your email marketing campaigns now. When determining which ones are right for you, keep in mind your brand voice and buyer persona |
You want the layout of each of your newsletters to be consistent so that readers know where to go to obtain the information they’re searching for. Anything that is relevant to your business and gives value to your audience should be included.
For example, company news, which may include new hires, recent and upcoming events, sales, testimonials, snippets of case studies, infographics, customer question/review of the week, and maybe even trivia to keep them entertained.
Include details on product debuts, early bird pricing, limited-time discounts, flash sales, additional perks for subscribers or customers in your loyalty programme, freebies, replenished items, holiday campaigns, rewards programmes, and anything else that can cause FOMO.
It’s fantastic to keep readers up to date on what you’re celebrating at work (such as a business opening anniversary, company expansion, and industry recognition).
You should, however, nourish your leads and clients by recognising them. Send them birthday greetings (with discount vouchers if possible), congratulatory notes, and anything else that would make them feel special.
While top-of-funnel leads are still conducting research (and should be provided with relevant information), you should also design communications for each stage of the buyer’s journey.
Even customers who have already purchased your products may be unaware of all of the features or accessible updates. Incorporate tutorials, guidelines, step-by-step instructions, and/or a knowledge base to make things as simple as possible for them.
Emails are a gift to all of us that keeps on giving. Make sure you have a great email marketing system at your disposal, develop a sustainable and targeted strategy, and make reporting easy. The other important thing to remember here is to always be sure you have explicit permission before you start sending those emails. Keep your tactics white hat by informing people what they’re signing up for when you ask for their email addresses to enter a contest, register for an event, or obtain access to a large piece of content. Once you have that permission, go all out and make the most of your email list by delivering them valuable material that they will share with others regularly.
Stay agile by evolving your strategy using your analytics, and you’re bound to close more customers.
If you’d like help managing your email marketing list, look no further than Shergroup.
We’d love to help you grow your email subscriber list and craft the perfect marketing emails for your business. Give us a call today!
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Last updated | 19 July 2023
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