In 2019, no other channel is as effective as email in driving sales as compared to traditional advertising such as print, online, and radio. According to HubSpot Blogs research, 85% of consumers have bought something after viewing an email marketing pitch compared to only 68% of people who were exposed to traditional advertising methods. That’s a massive 37% increase in sales.
Whether you’re a B2B or a B2C brand, email marketing is a crucial part of your strategy. If you’re not using email to its full potential, you’re losing out on a massive channel that almost everybody with an email address uses at least once per day.
In this article, we’ll tell you 5 ways you can use email to make your marketing more effective, and help you grow your business.
Build Trust By Proving You’re A Reliable Source
According to HubSpot Blogs research, 73% of consumers say they’ve bought something after viewing an email pitch because the company seemed like a reliable source. Building trust is critical in any marketplace, but even more so when you’re selling something as personal as health and wellness. When you build trust with your audience, they’ll feel comfortable enough to offer you their personal information, such as their name, email address, and phone number. This is key demographic data that you can use to contact them directly with more personalized pitches in the future. When you build trust, you’re proving that you’re a reliable source of information and establishing yourself as a thought leader in your industry.
Personalized Messages With A Trending Twist
The more you can personalize your messages to your audience, the more effective you’ll be. In the study referenced above, HubSpot Blogs found that consumers want to hear messages that are personalized and relevant to them. If your brand has multiple stores or websites, it’s important to establish a connection with customers between each location by creating a consistent email marketing experience. The best way to accomplish this is by personalizing your messages with a trending twist that will make them laugh, smile, or think. Use your brand’s social media accounts to your advantage and show your audience you care by creating personalized content that will encourage them to engage.
Use Video Content To Engage With Your Audience
In the last 5 years, video content has exploded across the web. According to HubSpot Blogs research, consumers prefer to see and hear videos that tell a story or provide a quick, easy lesson. Additionally, they prefer shorter videos that give them content quickly. If you want to engage with your audience, create and publish video content frequently.
Videos can come in many forms, from how-to to explainer to marketing videos, and can even be branded as your company’s key messages. It’s important to find a way to communicate with your audience on whatever platform they prefer—be that YouTube, Facebook, Instagram, or one of the many podcast apps.
Use Screenshots & Visuals To Engage With Your Audience
According to HubSpot Blogs research, consumers prefer to learn about products or services through visuals and scented content. If you want to engage with your audience, create infographics that will give them a quick and easy-to-understand education on your topic. Or, for B2C brands, create fun, visual memes that will encourage engagement.
Screenshots are extremely effective when used in email marketing because they increase click-throughs by 35% and conversions by 18% compared to traditional text content. With every click, you’re gaining a little bit of ground toward your goal of converting that person into a customer. So, be sure to capture those valuable clicks and builds with visuals and short, snappy descriptions—text content may not be king, but it still holds a place in your email marketing.
Create Content That Works In All Channels
When you work hard to build credibility and trust with your audience, they’ll reward you with their valuable information. After all, who better to provide advice or information on your niche than those who are already familiar with it? Create content that will work for various platforms and make your job as an email marketer much easier. This content may include blogs, case studies, FAQs, highlight reels, and more. Additionally, make sure that the information you provide is of value and that it’ll encourage your target audience to take action.
You may find that your email marketing isn’t as effective as you’d like it to be. There are several reasons why this could be, from your email marketing software being sub-par, to too much competition for your target audience, to your email list being outdated. If you’re ready to take your marketing to the next level, contact our experts today. With every click, you’re gaining a bit of ground toward your goal of converting that person into a customer. So, be sure to capture those valuable clicks and builds with visuals and short, snappy descriptions—text content may not be king, but it still holds a place in your email marketing.