If you’re looking for ways to promote your business, you’ve probably considered trying some type of email marketing. After all, almost everyone has an email address, and most people use email to communicate with businesses they know and trust. But how exactly does email marketing work, and how can you use it to promote your business? Let’s find out.
The Basics Of Email Marketing
In a nutshell, email marketing is the practice of sending emails to customers or potential customers to entice them to take action (i.e., buy a product, make a purchase, request a service, etc.). Let’s take a look at some of the basic statistics relating to email marketing.
Who Is Emailing My Email Address?
It seems strange, but more and more businesses are discovering the power of email marketing. One survey found that only 6% of businesses had previously used email marketing. But that figure is expected to rise to 24% by next year.
Why the shift? It’s all about the data. Email marketing is becoming increasingly effective because businesses can target the right audience with the right message at the right time. With email marketing, you can learn a lot about your customers, what they like, what interests them, and how you can most effectively interact with them. This, in turn, can help you improve your business and make it more successful.
The Goals Of Email Marketing
Just like any type of marketing, your email marketing goals should be: 1) to gain more customers, 2) to retain existing customers, and 3) to grow your business profitably. In fact, the main difference between conventional and email marketing is that you’re trying to achieve these goals more effectively through email.
If you’re looking to gain more customers, you’ll want to focus on reaching as many people as possible. One way to do this is through mass emailing lists of people who have purchased a product or service from your company. You can also use your email list to send out regular promotions for your business, whether it’s a special offer or a new product that you think your customers will appreciate.
To retain your existing customers, you’ll want to build and maintain strong, meaningful relationships with your customers. And, to be able to do this, you’ll need to send out regular emails that contain valuable information that will benefit your customers. You could, for example, tell your customers about a new product that’s been added to your line or about a special promotion that will help them save money. You could also use your emails to provide your customers with important information about their account, such as if there’s been an unauthorized transaction or if their password has been compromised.
As for growing your business profitably, this is more easily said than done. Like any other form of marketing, your results will depend on a variety of factors. However, you should be able to see increased sales as a result of your efforts. This is because targeted email marketing can help you determine which customers to focus your efforts on and which customers to avoid.
The Methods Of Email Marketing
If you’re looking to learn more about email marketing, you’ve come to the right place. Below, we will discuss the various methods you can use to promote your business via email.
Traditional Versus Digital Marketing
Depending on your overall strategy, you may decide to implement a combination of both traditional and digital marketing. For example, you may want to use social media platforms to reach potential customers and then follow up with an email campaign. Or, you may want to focus your efforts solely on email marketing.
Regardless of which type of marketing you choose, make sure that you understand the differences between them so you can choose the right strategy for your business.
Email Marketing Software
As we mentioned above, not all forms of marketing are created equal. One of the distinguishing factors of an email marketing campaign is the software you’ll use to compose and send your emails. To produce effective emails, you’ll want to ensure that the software you choose enables you to 1) target the right audience, 2) send out the right content, and 3) measure the results of your email marketing efforts.
When choosing email marketing software, make sure that you take into consideration the size of your business, the quality of your email lists, and the frequency with which you’ll need to send emails. For example, if you have a small business and you’ll be sending one email per month, you may want to consider a free email hosting service such as Gmail or iCloud.com.
On the other hand, if you have a medium-sized business and you’ll be sending out 10-20 emails per day, you may want to consider a paid email hosting service such as MailChimp or HubSpot.
As for the quality of your email lists, you’ll want to consider purchasing a verified opt-in email list if you don’t already have one. Why is this important? Well, when someone subscribes to your list, you can then use them to send out your email campaigns. But, if the person unsubscribes, you’ll lose out on this valuable source of potential customers. Purchasing a verified opt-in list means you’ll know the email addresses of those who have expressed interest in your products and will be able to target them with your email campaigns.
What about the frequency of your emails? For some businesses, one email every two weeks might be enough. But, for others, it could be once a week or even once a day. It depends on your industry and the size of your business.
Instead of using email to just send out your promotions and important news, you can use it to conduct email marketing research. Do you want to know what types of products your customers prefer, or do you need to know what types of promotions your customers like? You can survey them to find out.
For example, you may want to send out a survey asking your customers what types of discounts they’re looking for. Or, you may want to send out a survey asking what products your customers prefer. Just remember, in order to get valuable information from your customers, you’ll need to ask for their input and not just take their answers for granted. This is why you should always make it a point to email advertise and remind your customers that you’re trying to get to know them better and that, in turn, will help your business perform better.
Email Marketing Campaigns
Once you have a solid foundation of traditional and digital marketing, you can begin to consider the details of your email marketing campaign. This includes everything from the subject line to the design of the email and the content itself. We’ll discuss each element in turn.
The Subheading Of Your Email
The subject line of your email is arguably one of the most crucial parts of your campaign. First, it will appear in the recipient’s inbox. Second, it will set the tone for your email. Third, it will help establish the urgency of the message within the email content.
Many businesses choose to use a call to action (CTA) with their subject lines. For example, if you want to promote a new product that you think your customers will appreciate, you could write, “Hey, X customer! We’d like to invite you to try out our new product Y.” Then, you could follow up with a CTA, such as, “Enter your email to be notified when this new product is available.”
Subject lines should be short and snappy. Make sure to keep your wording simple and to the point. A/B testing subject lines is a great way to figure out which phrases resonate with your audience the most.
The Body Of Your Email
The body of your email is, usually, a long, single-column piece of text, which will be divided into some type of paragraph. Within the body of your email, you’ll want to include your introduction, the details of the product or service you’re promoting, and then some type of call to action.
Let’s say you’re the owner of a restaurant and you want to promote your new food truck. Your introduction could read, “Hey, food truck owner! We love your food and think our customers will too. Do you want to know what types of discounts we can offer?” You could then go on to mention some of the many advantages your truck has over conventional restaurants (e.g., mobility, fresher food, better for the environment).