Bruce New Media’s Ultimate Guide to Email Marketing

Your customers are the lifeblood of your business. Without them, you have no reason to exist. And when it comes to keeping customers, there is no better tool than email marketing.

What is email marketing? It’s where you email your customers to keep them engaged and the marketing emails you send are typically about a topic that interests the recipient.

Here is a quick overview of how you can use email marketing to grow your business.

Why Email Marketing Still Rules

You may be wondering why email marketing still rules the digital marketing world even though we have live chat, video feeds, and social media.

While those other channels have their place in modern marketing, the humble email remains the most popular method of communication online. According to HubSpot Blogs research, 71% of consumers have used email to contact a business or brand, and 55% of consumers have purchased something after receiving an email communication from a brand.

Despite its popularity, not all businesses or brands can or should use email to communicate with customers. That’s because, aside from being a popular channel, email is also a powerful channel. Here are some reasons why.

1. Email Is Personal

One of the main reasons why email marketing still rules the digital marketing world is that email is personal. It’s a channel that encourages one-on-one interaction between businesses and customers. In fact, in the same survey mentioned above, HubSpot Blogs found that 68% of consumers feel that email demonstrates a “genuine connection” between a business and customer, while only 18% feel that social media demonstrates this same connection.

If you’re looking to establish a connection with your customers, email is the best channel for doing so. The ability to email a customer and have that person’s attention is proven to increase the likelihood that they will make a purchase or take some other action on your behalf. And that’s powerful.

2. Email Allows For More Inclusions

If you’d like to include another person in your email marketing campaign, you can use a tool like SplitTesting.com to ensure you’re reaching your target audience. This tool allows you to send the same email to a subset of your subscribers. So, for example, you can send the same email to all of your subscribers, but only 10% of them will actually see it.

With this approach, you can test various copy and subject lines as well as different email templates to determine which perform the best. And you can always include a call-to-action (CTA) at the end of the email to gain more clicks to your site.

3. Email Provides Multiple Channels Of Communication

Another reason why email marketing still rules the digital marketing world is that you can use email to communicate with your customers across different platforms. You can take advantage of the @ sign in a customer’s email and write them directly on Twitter, or you can write them on your blog and then capture their email address to be able to communicate with them directly.

So, as you can see, you have various options for how to communicate with your customers via email. And that’s a good thing because often times, a single tweet or blog post can end up being irrelevant to an individual recipient. However, having different channels of communication allows you to be more engaging and provide more value to your customers. When done right, email can be an effective tool in your marketing arsenal.

4. Email Allows For More Timing

You can use different tools like ClickTox or MailChimp to send out email notifications. So, if you’re able to gather enough email addresses, you can choose to send out an email every week or every other week to ensure you get the most out of your marketing efforts. Plus, you can choose the day and time that your email notifications go out so that you reach your target audience and maximize the chances of the email getting opened.

5. Email Improves Brand Recognition

When used properly, email can be a very effective tool in branding, especially when combined with other traditional marketing methods like TV ads, radio spots, and magazine spreads. While those methods have their place, nothing beats a well-written email, pitched at the right time, to a receptive audience who’s interested in what you’ve got to say.

By writing personalized emails to your customers, you’re putting a face to the name and you’re showing them that you genuinely care about their business and their needs. As a result, you can bet that they will feel more confident in doing business with you because they know you can relate to them on a personal level.

How Can Email Marketing Help My Business?

If you’re looking for ways to grow your business using email marketing, here are a few tips to get you started.

1. Tailored Email Lists Are The Key.

You can use tools like Aweber, MailChimp, and ConvertKit to easily create, manage, and send out email newsletters for your business. What these tools have in common is that they allow you to tailor your emails to appeal to certain groups of people with specific interests. So, if you’re looking to grow your email base, you should try creating emails that are specifically geared towards enticing a certain type of customer to open and click through to your site.

2. Use Short, Snappy Subject Lines.

The subject line of your email is crucial because it’s the first thing a customer will see before getting into the body of the email. You want to make sure that it’s snappy and to the point so that the reader doesn’t have to scroll down to find out what the email is about. You also want to make sure that your subject line isn’t overused or abused because then it doesn’t stand out.

If you need help coming up with a snappy subject line, try using tools like GrowBiz.com to brainstorm ideas or Copyblogger for inspiration. Also, make sure that your subject lines are relevant and make sense in the context of the email itself.

3. Write Compelling, Entertaining Copy.

Just because you’re sending out an email doesn’t mean that you have to limit yourself to just a subject line. You can write a compelling introduction that draws the reader in and establishes your theme and then include a CTA at the end to make sure they know what action to take next. You also want to make sure that the copy is entertaining, but not too flowery or generic. Instead of using cheesy phrases and overused words, find effective keywords and make sure that your copy is filled with them.

One of the best tips for copy is to write for an audience that is already there. So, you want to write for the person you’re trying to convince to buy your product or service. But you also want to write for people who have an interest in your industry so that you can include tips and tricks that they’ll find valuable.

4. Use Visuals.

While text is important, so is visual content. You can use all kinds of visuals, from images to infographics, to help explain complicated topics or to add that extra touch of authenticity. Also, don’t just rely on text to communicate either. You can use infographics, interactive maps, and charts to make your content more engaging.

Once you’ve established a connection with your readers, you can use various platforms like SlideShare or Business + Branding to showcase your work and establish yourself as an expert in your industry. This way, when potential customers find your content, they’ll see your expertise and trust your judgement.

5. Measure The Results.

You can’t effectively use email marketing if you don’t measure its results. So, how are you gauging the success of your email campaigns? You can start by looking to conversion rates, but you should also try to measure the emotional response that your emails generate. That way, you can see whether or not your efforts are paying off in a tangible way.

With the right tool, you can easily track the results of your email marketing campaigns. For example, you can use a tool like GetResponse to track opens, click-throughs, and generate conversions.

Final Takeaway

With all this talk of marketing, you may be wondering what makes up a successful marketing strategy. Is it the use of paid ads, display banners, and opt-in forms? Or is it attracting an email audience, engaging with them, and encouraging them to grow your business?

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