You’ve probably heard of email marketing. After all, it’s one of the most common and effective ways to communicate with customers and build a rapport. But, did you know that you can use email marketing to launch your product or service sales funnel? In this blog post, we’ll discuss how you can use email marketing to drive sales of your product or service, as well as explain the unique benefits of this digital marketing tactic.
Why Email Marketing?
If you’re looking to grow your business, you may be wondering what techniques online marketers can use to attract, engage, and convert your ideal buyer. In 2019, email marketing continues to be a popular choice due to its ability to provide a steady stream of engaged buyers who are more likely to spend money on your products or services. Here are some highlights of why email marketing is a preferred method of digital marketing:
1. Personalized Emails
One of the major advantages of email marketing is that you can personalize your messages. You can add a touch of humanity to your emails by addressing your reader by their first name. This humanization tactic can help you develop a rapport with your audience and encourage them to see your emails as something more than just an information dump.
2. Authentic Long-Form Content
Another major benefit of email marketing is that you can create long-form content. A 2018 study from the United Kingdom’s Data Lab found that consumers prefer to receive lengthy online content via email rather than short-form content such as a list of products or services. This is likely because people want to be sure they’re getting value from what they’re reading, and the content provides plenty of value in length. If you’re looking to create trust with your audience, you should consider producing long-form content to enhance your authenticity.
The Evolution of Email Marketing
While email marketing can be traced back to the early 2000s, its evolution has been fueled by the ever-evolving ways in which consumers use the internet. The advent of email marketing made it possible for vendors to communicate with customers via electronic mail without requiring them to visit a website. This convenience enabled companies to gain an advantage over their competitors by providing customers with content when they needed it.
As more and more companies took advantage of this convenience, the evolution of email marketing was officially brought to a halt when email clients began to display inbox overload and excessive email fatigue. But, since then, email marketing has continued to evolve and adopt new techniques and tools to stay relevant.
How to Launch an Email Marketing Campaign
Now, you might be wondering how you can use email marketing to promote your product or service. The short answer is by creating a lead magnet that will engage potential customers and make them wish to learn more about your offering. Once they’re engaged with your lead magnet, you can then send them useful and instructional emails that will help them get the most out of your product or service.
The key to successfully using email marketing to promote your product or service is to find ways to make the experience worth it for your reader. To ensure your potential customers remain engaged and begin trusting you as a source of valuable information, you must establish yourself as an expert in your field and provide them with content that is both useful and informative. Let’s get into it.
Step one: Identify the purpose of your campaign
Before you get started, it’s important to set some goals for your email marketing campaign. With the ever-changing world of digital marketing, it’s important to be mindful of how many emails you’re sending and why you’re sending them. To ensure you do not overexpose your audience to email marketing, it’s important to consider the following:
Who will you send your emails to? This is an important question to ask yourself before you begin developing content for your campaign. The answer to this question will determine the success of your email marketing campaign. If you’re looking to promote your product or service to a mass audience, it may be a good idea to consider using email marketing services such as Mailchimp or AWeber to help you manage your list.
2. Content Calendars
When you have a clear idea of who your target audience is, you can begin creating content for your email marketing campaign. To take advantage of the largest possible audience, you should consider creating content releases at regular intervals throughout the year. Since humans are most active online between the months of June and October, creating content in these months can help you reach the greatest number of people. You can give it a try and see how your open rates and click-through rates increase with each new content release.
Step two: Select the right content
As you consider who you’ll be sending your emails to and what you’ll be saying in your content, it’s important to keep in mind that not everyone will want, need, or like your product or service. To ensure you choose the right content for the right audience, consider the following:
1. Choose content that is both relevant and valuable
To attract the attention of your ideal audience, your content must be both relevant and valuable to them. When developing content for your email marketing campaign, keep in mind that your readers may be anywhere in the world and may need a different set of information. By understanding your target audience’s needs and desires, you will be able to choose content that is both relevant and valuable. You can begin by asking yourself the following questions:
2. What are my product or service’s main advantages?
Your product’s or service’s main advantages are the features and benefits that make it special or unique. These are the qualities that make it stand out amongst other products in its category. For example, Grasshopper, a company that makes mobile device accessories, stated that one of the major advantages of their Speck wallet case is that it’s slim and sleek. This means it can easily slip into your pocket or bag. Another advantage of the Speck wallet case is that it has a water-repellent coating which helps keep your device scratch-free while still having access to all its ports and functions. Consider the advantages of your product or service and create content that highlights these benefits.
3. What are my product’s or service’s weaknesses?
Your product’s or service’s weaknesses are the features and drawbacks that make it less than perfect. These are the aspects that could use some improvement or adjustment before being sold to customers. For example, the flip side of the Speck wallet case’s slim and sleek profile is that it has no pocket. This means you have less room for your cash and credit cards when you’re carrying your wallet. Similarly, the lack of a front pocket on the Sprocket bike cart makes it less organized when transporting your belongings. Weaknesses can be quite the opposite of your product’s or service’s advantages, and it’s important to consider what you’ll be presenting to potential customers before making any decision.
4. What is my product’s or service’s warranty?
A warranty gives you peace of mind in the event that your product malfunctions or breaks down. To create the ultimate consumer experience, include detailed information about your product’s warranty in your content. Be sure to include the manufacturer’s phone number, website URL, and email address so that customers can easily access more information about your product’s warranty.
5. Is my product or service safe to use?
Is your product or service safe to use? This is an important question to consider before you begin selling your product or service. If you’re wondering if a specific product or service is dangerous, you can usually find this information online. The key is to find a reliable and reputable source which provides you with this information. Remember, your customers are the most important aspect of your business. To ensure they have a good experience, you should do everything possible to ensure their safety while using your product or service.
6. Is my product or service eco-friendly?
Is your product or service eco-friendly? The term eco-friendly can be used to describe products and services which are ethical and sustainable in terms of their impact on the environment. To create a greener, more eco-conscious customer experience, begin by asking yourself the following questions:
7. What are my product’s or service’s material compositions?
What are your product’s or service’s material compositions? Every material has different material properties which determine how it responds to different forces. In the case of paper, for example, it has a high absorbency which means it can easily soak up printed information. Consider the material compositions of your product or service and create content that will shed light on these components.