Emails have changed the world we live in; they’ve made information freely available to everyone. Now, more than ever, if you want to reach the right audience, you can start by simply sending them an email.
While this might not seem like a skill that would lend itself to marketing, consider this; according to HubSpot Blogs research, only 11% of consumers have a strong interest in traditional retail brands, while 55% have a strong interest in tech brands, and 34% have a strong interest in wellness and health-related brands.
From a coffee machine that can make automated, personalized coffee to a bed that can follow your nighttime schedule, the sleep industry has grown exponentially. As a result, so has the popularity of continuous positive air pressure therapy (CPAP),”the use of positive air pressure supplied by a machine or an air pump to prevent obstructive sleep apnea (OSA) and treat various other medical conditions.”
“In the United States alone, over 100 million people are affected by OSA – that’s one in every five adults. It’s the most common reason for visits to the emergency room, and the incidence of OSAs is on the rise. People are living longer, which means there are more opportunities for the disease to advance towards more severe forms. If you’re curious as to why this is, it’s probably because of the increasing number of people using smart devices before, during, and after sleep. This is called “sleep tech,” and it helps people get a better night’s sleep by monitoring their breathing, preventing them from waking up due to apnea or snoring. If you’re an entrepreneur who wants to grow your business, you might want to consider the various ways you can use email marketing to accomplish your goals.
Annie’s Mailbox, a New York-based direct marketing company, found that while most of their clients were using broadcast email marketing (meaning they were sending the same message to a large group of people), only 6% were incorporating personalized messages to attract a more qualified audience.
Based on their research, personalized messages increased opens by 28% and click-through rates (CTR) by 17% compared to broadcast emails without personalized messages. Additionally, Annie’s Mailbox found that personalized messages help brands attract millennial, Gen Z, and infrequent email users.
So, if you’re looking to grow your business, consider creating personalized messages for your emails.
Matching Niches To Grow Your Business
If you’ve ever tried to grow your business with Facebook ads, you’ll know that it’s very difficult to target your ads to specific groups of people. That’s why it’s important to match your niche, or the type of person your product or service is aimed at, to the platform you use to promote your business. For instance, if you’re an ecommerce store that sells swimwear, you might want to try using Instagram to reach female users.
Instagram’s audience is mostly made up of people between the ages of 18 and 24, and 59% are women. Therefore, if you’re an ecommerce store that focuses on swimwear, you could potentially grow your business using Instagram.
Find Your Own Success Story
If you’re looking to grow your business, you might find that the best strategy isn’t always the most obvious one. Sometimes, it takes time to find your ideal audience on social media, and this means you have to try a few different platforms before you find one that works best for you. When you do find that perfect match, however, you’ll be able to take advantage of their massive audiences to reach the right people with your offers.
For example, if you’re a pet store that wants to grow its business, you might initially want to try using Facebook. However, if you find that your target audience is mostly young adults, you could potentially try using Instagram.
How to Use Email Marketing to Grow Your Business
Now that you have a general idea of the things you must do to successfully use email marketing to grow your business, let’s discuss how you can actually carry out this strategy.
Build A Database
If you want to grow your business using email marketing, the first thing you must do is build a database of potential customers. This might seem obvious, but many entrepreneurs forget this step. There are various ways to do this, but the easiest (and free) way is to use a lead generation platform like HubSpot. With HubSpot, you can set up a lead generation campaign that will automatically send out emails, based on the information you provide, to potential customers.
As we mentioned above, it’s important to match your niche to the platform you use for marketing. When you do this, it’s easy for search engines to find your content, as it’s targeted towards people with a similar interest. This is why identifying keywords is so important, as it allows you to find your content even when people search for something else. For example, if your product or service is health-related and you’re using Instagram, you might want to consider using the hashtag #healthydining or #healthylifestyle to attract potential customers who are interested in nutrition or fitness.
Create Great Content
When someone searches for a keyword on Instagram, they usually end up on a content page filled with similar content. To grab their attention and encourage them to click on your content, consider using visual aids and engaging content.
So, if you want to grow your business using email marketing, make sure you create relevant, compelling content that will bring in the leads you need to succeed.
Use The Right Placements
While it’s important to target your ads to the right audience, this doesn’t mean you should put them everywhere. This could potentially cheapen your marketing efforts if people start to ignore your ads, or worse, block them due to overuse. To ensure your ads reach the right audience, where possible, use platforms that are already popular with your target audience (such as Instagram for young adults) and avoid using platforms that are already popular with your ad blocker (such as Facebook, which is frequently blocked by Google).
Additionally, make sure you place advertisements on websites and blogs that are relevant to your niche. If you’re unsure of what a relevant website is, consider looking for websites that talk about your niche, as well as affiliate marketing. With affiliate marketing, when a user visits a website and makes a purchase (often by clicking a link in an ad), the business earning the revenue shares a portion of that sale with the individual who recommended the product.
Measure The Results Of Your Campaign
To determine how successful your email marketing campaign was, you must measure its performance. Luckily for you, we’re data-driven people who enjoy carrying out analysis and tracking the results of our efforts. From there, you can adjust, refine, and improve your campaign to maximize its effectiveness.
Some of the more popular metrics you can use to measure the results of an email marketing campaign include:
- open rates
- click-through rates
- bounce rates
- timely sends
Each of these numbers should, in theory, increase or decrease based on your efforts, and you should be able to track them, within the platform you use, specifically within the email campaigns subsection.
Measuring the results of your email marketing campaign isn’t difficult; with a little bit of effort, you can easily track the stats you need to know about, and from there, you can determine the success of your campaign, and adjust it, as needed.
Use This Information To Develop Longer-Term Marketing Plans
When you develop your strategic marketing plan, you should already have a good idea of how you’re going to use email marketing to grow your business. From there, you can consider what other platforms you might want to use (such as social media), and what other approaches you might want to take (such as introducing products that are only available online, and experimenting with discount codes).
However, if you want to carry out a successful email marketing campaign, you need to consider all of the above, and more. To find the success you’re looking for, it might not be the best idea to simply follow guidelines and send out generic emails, hoping for the best. Finding your perfect audience, creating great content, and using the right platforms, are all parts of a much larger puzzle that can help you reach your full potential as an entrepreneur.