You’ve probably heard of email marketing. Many brands, especially those in the B2B world, implement email marketing campaigns in their marketing strategy. But what is email marketing, and how can you use it to grow your business? In this blog post, we’ll discuss how to convert your subscribers into customers with email marketing.
What is Email Marketing?
Email marketing is, quite simply, the practice of sending messages to your audience via email. You can use email marketing to promote your products and services, and even recommend a good book or movie. You can use email marketing to send out special offers, as well as keep your subscribers up-to-date with the latest news.
In B2C (business-to-consumer), you’ll often see companies promote their products via email marketing. But in B2B (business-to-business), you’ll typically see companies use email marketing to promote their services.
Why Should You Use Email Marketing?
Let’s discuss a few reasons why you should use email marketing.
- It’s cheap.
- It reaches a lot of people.
- And you can do it yourself (for free).
With a few clicks of the button, you can send an email to your subscriber base. If you have 10,000 subscribers, you’re looking at a price of just $3.90 per month (plus affiliate fees) to keep the email flow going. Compare that to the cost per click on adverts, which is often in the region of $100 or more.
How can I become a successful email marketer?
There’s no direct formula for becoming a successful email marketer. But, as with any other form of marketing, you can follow the tried and tested methods. And the good news is that you can use those methods to create an email campaign strategy that’ll help you to grow your business no matter what stage you’re at.
1. Find your sweet spot:
You need to find your sweet spot when creating an email marketing plan. That is, the type of email that gets the most engagement and converts the highest number of subscribers into paying customers. To determine your sweet spot, experiment with different types of emails and analyze which ones perform the best. You can also use tools like Benchmarker and Marketing Analytics to help you pinpoint the content that your audience interacts with the most. This way, you can develop content that is most effective for driving action. Remember: you’re trying to create a marketing plan for a business that’s already competing for customers’ attention.
2. Create content that is useful and informative:
As we’ve established, you’re trying to create content that is useful and informative. But what exactly does that mean? To put it simply, you want to create content that your audience finds valuable. If someone is interested in buying an iPad, you may want to encourage them to read an in-depth article about the Apple® product. Or if someone is looking for a new washing machine, you could suggest they read an informative guide about the best types of washers and how to choose the right one. By creating informative content, you’ll not only encourage people to engage with your email campaign, but you’ll also educate your audience about your products.
3. Find your target audience:
If you can get the most out of your content, you’ll greatly improve your chances of converting your subscribers into customers. One surefire way to do that is to find your target audience. What is your target audience? It’s the audience that you’re actually looking to convert into customers. So, instead of throwing your newsletter at the masses, find your ideal buyer and tailor your content to fit their needs. You can also use tools like Google Analytics and Facebook’s ‘Behavioral Advertising’ to help you determine the target audience for your content.
4. Choose the right platform:
You need to decide which platform you’ll use to send your emails. There are a number of pros and cons to using different platforms, so ensure that you pick one that is best suited to your needs. If you want to send out mass emails, opt for a software-based solution. If you want to send out a lot of individual emails, go with Gmail ⚙️. Always check with your ISPs (Internet Service Providers) in case you’re running into any problems. Don’t forget about their terms and conditions when picking a platform – as a general rule, most ISPs have a no-spam policy.
5. Establish segmentation & targeting:
You need to establish segmentation & targeting when designing your email marketing campaign. For instance, if you’re sending out birthday greetings, you may want to target your email to only those who have an interest in birthdays. Or if you’re sending out a coupon for your new iPad mini, you may want to target your email to those who have recently purchased a tablet device.
6. Choose the right call-to-action (CTA):
The call-to-action (CTA) is the button, link, or text that you want your reader to click on. The CTA is usually placed at the very end of your email. Ensure that it is relevant to the email’s content and that it’ll move the reader towards taking an action. If you’re sending out a newsletter, you may want to encourage your readers to join your email list by using an opt-in form at the end of the email. You could also use an unsubscribe link so that your readers can easily unsubscribe if they want to.
7. Measure the results of your email marketing:
You can’t improve what you don’t measure. So, it’s vital that you measure the results of your email marketing campaign. Simply check your inbox regularly to see if your emails are being opened and interacted with. If someone clicks on a link or uses an unsubscribe button, track which product/service that they’re interested in and create a note of that in your CRM (customer relationship management) software. Alternatively, you could use a tool like MailChimp to track clicks on link and take a note of what action(s) they take (i.e. buy product, call customer service, visit website, etc.).
8. Use analytics:
You can use analytics to track the performance of your email marketing campaign. With analytics, you’ll be able to get valuable information about your campaigns such as:
- The open rate for each email.
- The click-through rate (CTR) for each email.
- The conversion rate (i.e. total number of converted subscribers / total number of subscribers)
- And much more
Once you have an idea of the performance of different types of emails, you can find the one that has the most potential. Analytics will also help you to find the right audience for your content. For example, if you’re writing an article on the top 10 smartphones of 2016, you may want to target your efforts towards young adults.
9. Consider adding a call-to-action overlay:
If you’ve ever shopped on Amazon, you’ll know that the site will overlay a call-to-action button at the end of your website’s URL or blog article’s URL. If someone clicks on that CTA button, they’ll be taken to the online retail store. So, if you’re writing an article about the best hair accessories for women, you could suggest that they try out a particular brand or product and include a CTA that’ll take them to the website of that company.
As you can see, there’s a lot of depth to email marketing. But don’t worry, with a little bit of effort, you’ll be well on your way to converting your subscribers into customers. And, at the very least, you’ll have a good laugh along the way.