Email marketing presents an excellent opportunity for your business, no matter the size or function, to develop and nurture a happy, loyal customer base while boosting sales. With the help of automation tools, you can send out thousands of scheduled and triggered emails with the click of a button. If you have a strong, targeted marketing strategy, email automation will streamline your productivity and even track the success of your campaign.
If you still need convincing, we’ve listed the most important reasons your business needs to invest in an email marketing strategy. These reasons are universal and can be implemented in many creative ways.
1. Generate More Leads, Customers and Contacts
All email marketing campaigns begin with a contact list- the people who have already agreed to subscribe to your weekly or bi-monthly newsletters and other promotional mail. Once you have a campaign running, though, you can use email marketing tools like sign-up forms on your website or in other emails to build you list.
For instance, if someone has given you their email after buying a product on your website, you could attach a sign-up form to their receipt. Alternatively, you can put attractive contact forms on your website which automatically subscribe people right to your email automation tool.
Social media can also be integrated with most tools, so remember to promote your subscription on social networks too. Share successful newsletters to intrigue followers and convert them into customers.
It’s your responsibility to send quality content if you intend to keep and grow your subscribers. Promotional emails are great for sales, but subscribers will quickly stop opening your emails if they think it’s just an advertisement. Think of creative ways to promote your business while providing your subscribers with interesting information or entertaining media.
2. Build Strong Relationships with Your Subscribers
The quality of your content also goes a long way to the strength of the relationships you can build with customers and subscribers. What are your newsletters about? Think about what your customers want to hear, and how to incorporate their interests with your brand. Understanding your subscriber’s desires is the key to meeting them.
Newsletters are commonly used to
- Keep subscribers up to date with interesting company news
- Announce upcoming events like sales or new products
- Mixing helpful tips, tricks, how-to’s and topical articles with promotion
You can see that newsletters are always about the business but they are presented in ways your subscribers would want to read. A good tip is that people like receiving mail from authoritative sources, so the occasional “Spring Updates from CEO Jane Doe” or similar newsletter goes a long way.
Believe it or not,welcome emails from their favorite companies and brands. Maintaining their interest after that is the main challenge. Thankfully, tools like allow you to A/B test emails and form pages to hone in on what makes your campaign successful.
3. Boost Sales
There are email marketing tools which help boost sales, above and beyond building a loyal subscriber base. Examples are:
- Holiday Mails: Sending timely and well designed holiday promotional mails is an excellent way to advertise.
- Promotional Emails: Great for sales and new arrivals, look into having multiple copies of your promotions for different segments.
- Reorder Emails: Remind your customers with automated, scheduled messages that make it easy for them to reorder when they run out.
- Check-In Emails: If your business solution tools allow you to track sales, or even visits to your website, automate Check-In emails which remind your customers how much they’re missed. Offer them incentive to come back and check out your products.
Spam is the death of many well-meaning email marketing campaigns, so remember to send blatant advertisements sparingly and in a targeted way. Remember that consumers actually want to be informed about interesting products or services from their favorite providers. Use this to your advantage and build relationships at the same time with a strong email marketing campaign.
4. Strengthen Your Brand
Professional, highly valuable emails sent on predictable schedules strengthen your brand with the people who matter most – existing customers or fans who can use word of mouth and their own exposure to help promote your brand.
It’s essential to make sure your templates and content match the vision of your brand, and stand in line with your website and social media marketing strategy. Continuity between your various online presences gives people a greater sense of whom and what your brand stands for. Build your credibility with original, industry-related content that engages consumers and makes them associate your brand with the quality of your communications and customer service.
Understand that one of the keys to having a recognizable, trusted brand is to remain in the stream of consciousness of your audience. Overcheck their email every day, and even if they don’t open your email or convert into a sale, you have the chance to keep your brand in the forefront of their mailbox and mind once a week.
5. Increase Your Website Traffic
After seeing the other benefits of investing in email marketing, it’s easy to imagine how it may increase your website traffic. Helpfully, you can link to anything you like in newsletters or promotional emails, including your social media pages, quick payments, donations, and of course, directly to your landing page.
Link to your landing page in the welcome mail, or suggest a page of potential interest to targeted customers in follow-up emails. Has someone just installed your software? Send them to the tutorial article on your website with the receipt. Throwing a killer sale? Link your landing page or individual products within promotions. When it comes to directing traffic from your newsletters to your site, you are limited by your creativity.
Linking your website in emails is an excellent example of passive selling, as you can obviously advertise more effectively and easily to them on your website, but the reason for clicking the link does not have to be promotional, increasing the trust your subscribers have in using the link in the first place.
Anyone Can Use Email Marketing Tools
These tools and marketing strategies are hugely beneficial but have very low barriers to entry. They are typically highly affordable (less than $50 a month) and offer intuitive interfaces that require no technical knowledge to use. If you’re looking for an effective and affordable way to improve your relationship with your customers and branch out to new leads, email marketing is your solution.