Email marketing is more important than ever before. Since the COVID-19 pandemic, people have been learning to rely more heavily on their email inboxes for their business’ contact details. That means businesses that haven’t adapted yet may find themselves struggling for business. Don’t worry – here’s a guide to help you use email marketing effectively, even during these uncertain times.
Set Up Autoresponders
There’s a wealth of information online regarding auto responders – automated systems that send out regular emails to customers to keep them engaged and make them feel like their opinion matters. You can set up autoresponders to do all sorts of things – from welcome emails that introduce new users to your platform to transactional messaging regarding their account or purchase activity.
Depending on your pricing structure and customer volume, you may want to consider what type of autoresponder you want to set up. Some providers charge per subscriber whereas others charge per email sent so it’s worth considering both sides of the coin before making any decision. You should also think about whether you want to use a free or paid service as the former tends to have less of a development and support cost.
Use Retargeting And Lookalike Auditing
Another way to engage with past customers is to use retargeting. With retargeting, you identify previous website visitors who haven’t made a purchase and then you show them ads geared toward encouraging them to make a purchase. If they’ve been to your website, you’ll know which ads to show them – otherwise, you’ll have to select a pool of individuals based on different criteria (e.g., gender, device, geography, etc.).
Lookalike Auditing is a similar strategy but instead of displaying ads to past customers, you display ads to people who have similar attributes to previous customers (e.g., their gender, age, device, etc.). With both retargeting and lookalike auditing, you’re trying to engage with a highly targeted audience who have the potential to become customers.
Measure The Results Of Your Email Marketing Efforts
Last but not least, we have measurement. It’s important to measure the results of your email marketing efforts both before and after you put in place the strategies discussed in this guide. Before you set up automated emails, it’s worth measuring the average amount of time users spend on your site before they make a purchase. Then, once you’ve set up your marketing automation platform and started sending out emails, it’s important to measure the number of sales generated from each email you’ve sent out.
When it comes to email marketing, it’s important to understand that not all approaches will work for all businesses – especially during these trying times. However, by following the tips discussed in this guide, you’re sure to see an increased awareness and ultimately, sales.