When it comes to email marketing, most businesses believe they know what their customers want, but it often turns out that their assumptions are completely off-base. In order to get real results from your marketing efforts, you need to understand why your customers behave the way they do, not simply how to get them to buy your products.
The key to effective email marketing lies in grasping the reality that your subscribers often have different intentions when it comes to purchasing your goods. Depending on the industry you’re in, you’ll either want to target existing customers or potential new customers (or both), but it’s important to realize that your approach to acquiring new subscribers will be very different from that of retaining existing ones.
The High Volume, Low Quality Subscriber
The first type of customer you’ll want to acquire with your email marketing is the high volume, low quality subscriber. This type of person is more likely to be interested in your product or service because they have a lot of other options, and they choose to subscribe to your email list because it’s convenient. They might not be very interested in what you have to say, and they’re definitely not going to be willing to purchase a lot of your goods.
If you’re in a service industry, such as legal or financial advice, you might want to consider targeting this type of person. They’re the ones most likely to be searching for your services online, and it’s important that you provide them with quality content so they choose to subscribe.
The Existing Customer Who Hopes To Purchase Subsequent Products
The second type of customer you’ll want to target with your email marketing is the existing customer who hopes to purchase subsequent products. This type of person already knows what you offer, and is likely to be on your email list because they’re interested in what you have to say, or perhaps because something you offered last time came up in conversation. Many times, we give existing customers the benefit of the doubt when it comes to purchasing your products, but that’s not always the case. Sometimes they just want a good deal, and they’ll happily go through a series of emails to find one.
If you’re in a B2B (Business to Business) industry, where you’ve already established a rapport with your customers, you might want to consider sending them special offers or discounts for a particular product they’re interested in. Even if you’ve had a bad experience with a previous customer, you can sometimes get them to come back with a discount for a second try. You might want to create a special deal for a specific product that you know they’re going to be interested in.
On the flip side, if you’re in a B2C (Business to Consumer) industry, where you’re looking to attract new customers, you might want to consider sending them emails packed full of value, rather than discounts or special offers. Instead, you can use email to communicate the fun things customers can expect if they buy your product. For example, if you’re selling makeup, you might want to tell them about the amazing new products you have, or the changes you’ve made to existing products, in order to make them better. Even better, you can use email to communicate the joy and benefits that comes with using your products, rather than just the products themselves.
The One-Time Buyer Who Doesn’t Want To Subscribe
The third type of customer you’ll want to acquire with your email marketing is the one-time buyer who doesn’t want to subscribe. This type of person is more likely to buy what they need, rather than subscribe to your email list, because they already know what you offer, and they don’t need to hear from you again. Your product might be of high quality, but that doesn’t mean they’re interested in what you have to say. As a result, you’ll have to work hard to convince them to try your product, or offer them a discount for a repeat purchase.
If you’re in a B2B industry, where you’re aiming to establish a rapport with existing customers, you might want to consider sending them emails full of unique, valuable content, rather than relying on discounts or special offers to get them to try your product. For example, you can use content like case studies, FAQs, or insights from social media that provide value to your target audience. Additionally, you can use email to communicate the fun things customers can expect if they buy your product. If you’re in a B2C industry, where you’re looking to attract new customers, you might want to consider using email to communicate the benefits your product offers, rather than relying on discounts or special offers to get them to try your product.
Which type of customer you’ll want to target depends on your product, the industry you’re in, and, as always, the individual preferences of your target audience. For example, if you’re in a B2B financial services industry, but your target audience is made up of mostly women, you might want to consider sending them emails packed full of value, rather than discounts or special offers. Or, if you’re in a B2B legal services industry but have mostly male customers, you might want to consider sending them special offers and discounts, rather than unique content.
The Long-Haul Subscriber Who Is Willing To Try New Products
The fourth type of customer you’ll want to acquire with your email marketing is the long-haul subscriber who is willing to try new products. This type of person is more likely to be on your email list because they want to stay informed about your product, or perhaps because they enjoy receiving special offers and discounts. However, over time, they might grow tired of what you have to say, and unsubscribe. To keep them as subscribers, you’ll have to continue providing them with relevant, useful information that they value.
If you’re in a B2B industry, where you’re already in a position of authority, you might want to consider sending emails packed with product news to your long-haul subscribers. Additionally, you can use email to communicate the fun things customers can expect if they buy your product. As a result of all this, you’ll have to work hard to keep them as subscribers in the long run, so you can continue benefiting from their engagement.
On the flip side, if you’re in a B2C industry, where you’re aiming to attract new customers, you might want to consider giving them a taste of your product, rather than the whole thing at once. For example, you can tell them about your upcoming grand opening, or any special promotions you have, and then follow up with more information about your product, once they’re interested.
The Risk-Averse Customer Who Is Looking For Security
The fifth type of customer is the risk-averse customer who is looking for security. This type of person is more likely to buy your product because they feel safe doing so, rather than for any specific reason. Many times, we give customers the benefit of the doubt when it comes to buying your products, but, sometimes, that’s not the case. This type of person is not going to be interested in your product, or perhaps even think about it, if they feel insecure about doing so.
If you’re in a B2B industry, where you’re aiming to establish a rapport with existing customers, you might want to consider sending them emails packed with value, rather than discounts or special offers. Even better, you can use email to communicate the fun things customers can expect if they buy your product. As a result of all this, you’ll have to work hard to keep them as subscribers in the long run, so you can continue providing them with value. Additionally, you can use email to communicate how your product can make them feel safer.
On the flip side, if you’re in a B2C industry, where you’re looking to attract new customers, you might want to consider sending them emails full of value, rather than discounts or special offers. Instead, you can use email to communicate the fun things customers can expect if they buy your product. For example, let’s say you sell clothing. You can use email to tell them about the amazing styles you have, or the wonderful fabrics you use to make your clothes, or the changes you’ve made to existing products, in order to make them better. Even better, you can use email to communicate the joy and benefits that comes with using your product. For example, you can say: