The world of email marketing is ever-changing. New platforms emerge, providing marketers with new ways to connect with potential customers. But what remains the same is the need to ensure you’re providing value and that your messages are being delivered safely and successfully. In this article, we’ll outline the basic requirements of a good B2C email marketing app and highlight five essential services that every business should have in their arsenal.
Secure And Relevant Communication
It’s a fundamental tenet of good marketing that you must first and foremost build trust with your customer. Unfortunately, not all forms of communication are created equal, and email marketing as a whole is no exception. As marketers, we must be mindful of the risks posed by email marketing and do everything we can to ensure our customers feel safe and that their personal information is being handled properly. Thankfully, there are services that provide a safe and convenient way to communicate via email that feels just like old-fashioned snail mail. For example, the recently rebranded HelloFresh offers a Mailchimp-like service that provides users with a secure email experience. As part of the rebranding process, they also replaced the branding on their website and apps with an illustration of an egg being hatched, representing the rebirth of a company aimed at millennials.
Whether you’re marketing to consumers or businesses, it’s a good idea to adopt a similar approach – building credibility and familiarity through relevant, personalized messaging. If someone visits your blog or social media channels but doesn’t feel like they’re engaging with a real person, you’ve lost out on an opportunity to connect and grow your audience. Personalized messages increase the chance of someone being engaged by your content – whether they find it interesting or not. This will lead them to trust you and be receptive to your brand’s values and offerings. Keep in mind that a company’s values should only be communicated through relevant content; otherwise, you run the risk of being considered irrelevant and unengaged.
Robust List Building
List building is one of the most time-consuming tasks in digital marketing. You’ll spend hours upon hours sifting through third-party lists, harvesting email addresses and building out your own database. However, there are services that make list building easier than ever before. Building a list without doing any of the above can be a hassle – you’ll either have to resort to using a mass emailer that gets flagged as spam or invest in building your own list manually. Either way, creating and maintaining a good list is a time-consuming process.
Thankfully, there are services that make this process much easier. One of the most well-known is MailChimp. The service is actually credited with being one of the first to popularize the idea of an email marketing list. Their free version allows you to build lists based on a variety of criteria, like interest or location, and to send out personalized emails. They also provide you with all the necessary tools to keep your list up to date with no effort needed.
Other services similar to MailChimp exist, like Aweber, HubSpot, and Hootsuite. Each service has adopted a different approach, incorporating features that make it particularly suited for a B2C audience.
If you’re looking to build a customer base and want to do so ethically and accurately, opt-in marketing is a viable solution. You can use tools like Optinmonster and Convertri to grow your list quickly and easily without relying on pre-made lists or spam email addresses.
Depending on your product or service, you might find that your customers interact with you in different ways. Some prefer to use your website, while others choose to get in touch via social media. As a marketer, it’s your job to find the right channel for the customer and to ensure that all your cross-channel touchpoints are consistent and of good quality.
For example, let’s say that you’re a flower delivery service. You might have a website where users can place orders, but if they want to contact you directly, they have multiple options, like Twitter or Instagram.
To retain customers and grow your business, you must consistently engage with your audience in different ways. You can use channel checks to keep track of the platforms that your customers are using.
Personalized, Timed E-mails
In addition to relevant communication and an easy-to-use email marketing app, your B2C marketing emails should also have a personalized touch. Whether you’re sending out a weekly or monthly email, you should try and include something personal to the recipient. This could be something as simple as a handwritten message or a platitude from the CEO. Sometimes the simplest things are the most effective – you could ask for feedback or remind them how much you value their business.
One of the most effective strategies you can employ is sending out personalized emails at key points during the year. For example, if you know that a certain action will result in more purchasing, you can send out a push email three or four months before the event to increase the chance of them buying what you’re selling. Timed emails are especially effective when used in conjunction with other email marketing service – you’ll be able to retarget users who haven’t opened your emails with ads or special offers in the past.
Keeping up with the times means making changes to your strategy as new technology becomes available. One of the most significant changes the industry has seen is the move toward mobile-first strategy – instead of focusing on desktop or laptop users, marketers now aim to connect with their audience via their mobile phones. Apps like MailChimp and HubSpot have adopted mobile-first strategy, meaning that they focus on getting a good mobile experience first, followed by a desktop site or laptop interface. Similarly, websites like Instagram and Twitter have completely removed the desktop experience, focusing on what’s best on mobile phones.
When creating a marketing plan or strategy, it’s essential to consider who your target audience is.