Email marketing is one of the most effective and efficient ways to connect with customers. Marketers use emailing list tools like MailChimp to send out regular promotional emails. These can contain anything from offers and discounts to product notifications and important messages about your company.
While every brand has different strategies and goals when it comes to email, there are three main categories you need to focus on.
1. Celebrity Brand
With all the recent media coverage and increased social media presence, celebrities have become more accessible to consumers. According to HubSpot Blogs’ research, 66% of people have talked to a celebrity in the past year. And if you’re a brand managed by a celebrity, you can bet they’ll be happy to promote you.
The trick is to find a way to stand out from the crowd of similar brands and gain the attention of this valuable audience. To do this, you’ll need to consider what makes your brand special compared to others.
Is it your pricing? Is your service better? Does your product solve a common problem?
The answers to these questions will determine how you approach your email marketing strategy. You can also use the opportunity to learn more about your customers and uncover any pain points.
One of the best things about celebrities is that they have a large audience that is extremely receptive to your brand. If you can connect with them on a personal level – through a good story or an interesting video – you can get them to perform a useful action (i.e., make a purchase, fill out a form, click a link, etc.).
You’ll also want to make sure that you engage with your audience through different platforms. Twitter is great for getting instant feedback from your audience, while Instagram allows you to show off your product in a different way.
2. Cruise Ships
Ships are a great way to travel the world and see the sights, but they can also be used as a powerful tool to market your brand. Cruise ships travel to far away places like Antarctica, the Arctic Circle, and the sub-Saharan Africa, giving you the opportunity to target a global audience.
These are the perfect places to engage with your customers and show off your products. You can use a tool like Matador to create engaging content for Pinterest, Instagram, and Facebook. And if you’d like to target a younger audience, MTV’scruise ships are an inexpensive yet effective way to do so.
The great thing about cruise ships is that they’re a recognizable symbol of luxury, making your product more appealing to consumers. If you’re able to align your product with luxury, you’ll increase its perceived value.
You may want to consider the type of cruise ship you’ll take, as well. For instance, if your product is designed for traveling in style, you may want to take a luxury line cruise ship.
Not only will you have the chance to engage with a global audience, but you’ll also be able to market your product in a sophisticated way.
3. Large Corporations
Besides celebrities and cruise ships, large corporations can also be used to target a specific group of people.
If you’re part of a large organization that owns multiple brands, you may want to consider using email marketing to reach the right audience. Chevron, for example, owns and operates a large number of businesses, ranging from restaurants to gas stations, and they use email marketing to keep in touch with their customers.
This is especially useful for multi-brand and multinational companies that want to provide consumers with a consistent experience regardless of where they go in the world. For instance, if you visit a Chevron station in Dubai, you’ll be served by brand employees in Dubai and Singapore.
This means consumers can get service without having to go through different channels in different locations. While this may be convenient for the consumer, it’s not always the best course of action for the company that owns the brand.
How To Market Your Brand With Email
Now that you’re equipped with some interesting celebrity, cruise ship, and corporate email examples, let’s discuss the key elements you need to incorporate into your own marketing strategy.
First and foremost, you need a clear goal and a defined target audience.
Your goal, as stated in the previous section, is to find a way to connect with consumers on a personal level and motivate them to take some type of action (i.e., make a purchase, fill out a form, etc.). With that in mind, you’ll need to consider what type of consumer you’re trying to reach. Are you targeting affluent, millennial audiences? Or did you decide to go after a more traditional audience?
The more you know about your target audience, the more you can tailor your strategy to be effective. There are a few tried and tested tactics you can use to reach your audience.
1. Personal Touch
One of the most effective ways to connect with consumers on a personal level is to inject some personality into your strategy. These days, everyone feels more comfortable communicating on a personal level via social media platforms like Facebook and Instagram, so try to use that to your advantage.
If you can get a celebrity to collaborate with you on a social media post, you can gain a lot of traction. People love to follow famous people’s Instagram accounts, so if you can get a celebrity to feature your product in a popular post, you’ll be able to connect with a large audience effectively.
2. Keep It Simple
Keeping your strategy simple is critical for any type of effective marketing. As a rule of thumb, less is more when it comes to marketing – any type of flashy, over-the-top marketing approaches can often backfire and actually do more harm than good.
If you want to connect with your customers on a personal level, you don’t need to overload them with information. Keep your newsletters and social media content short and sweet, with a few short and sweet lines that make sense in context.
In terms of email marketing, this means using straightforward offers that are easy to understand and aren’t so overwhelming that your customers can’t make a purchase or take action without getting discouraged.
3. Use Relatable Language
As we mentioned above, people love to follow celebrities’ accounts on social media. If you take a look at a celebrity’s Instagram account, you’ll often see a mix of lifestyle videos and inspirational posts, all beautifully shot and followed by thousands of fans.
If you want to connect with your customers on a personal level and get them to act on your behalf, you’ll need to make sure your language is relatable to them. Does your product help consumers save money? Does it make their lives simpler? Does it give them an edge in their jobs?
Using language that is relatable to your target audience will help you connect with them and inspire them to engage with your brand. If you’re not sure what type of language your audience uses, gather feedback from customers or survey people within your social media sphere.
4. Measure & Analyze
It’s important to continue developing and testing your strategy, no matter what. In an ever-changing world, the results of your strategies can vary. This is why you need to take the time to measure and analyze the results of your efforts. Did your campaign generate the results you were looking for?
To measure the success of your strategy, you can break down three important metrics:
- Open Rates – the percentage of emails that are opened
- Click-through Rates – the percentage of emails that were clicked on
- Conversion Rates – the percentage of emails that led to a purchase or other actions
Simply put, these are the three important metrics you need to focus on to determine the success of your email marketing strategy.
To conclude, let’s review what we’ve discussed above. If you want to connect with your customers and potential customers on a personal level, travel-related businesses and products are ideal targets. And since so many of your customers will be on social media, getting a celebrity to collaborate with you on a social media post is a fantastic way to drive traffic to your website.
What’s more, since cruise ships travel to so many places, your product can appear in front of a global audience, increasing its appeal. If you can align your product with luxury, you’ll increase its perceived value.
If you want to learn more, here are a few places you can learn more: