In today’s ever-changing world, customers have many options when it comes to how and where they want to engage with brands. While some prefer to interact with businesses solely through social media and others solely through phone calls because they feel that those platforms are personal, others still prefer to get in touch with businesses through email.
According to the email marketing survey conducted by the BusinessesBooster blog, 47% of respondents said that email is the best way to reach consumers. In addition, 40% prefer to use email to follow brands, and 36% use email to learn about new products and offers.
Whatever the case, brands should not consider email to be a nuisance or a spamming tool. On the contrary, businesses that harness the power of email marketing see a 23% increase in customer loyalty and a 15% increase in sales.
So how can businesses encourage customers to continue to engage with them through email? By creating an excellent experience.
Here are some proven ways to build a business through email marketing, and how you can use them to encourage your customers to stay in touch:
Personalized, Concise Messages
You may be familiar with the term ‘bounce back’, which simply means that the customer was not impressed by what they received in the initial email and requested that you not send further communication regarding that subject matter. Your job as an email marketer is to make sure that your customers ‘bounce back’ as often as possible, and the perfect way to achieve this is by personalizing each email you send out. Consider using tools like Google Forms to create personalized offers and follow-ups based on individual interactions with your customers (ie- form responses, website visits, phone calls, etc.).
Customizing email messages can be a time-consuming process, so be sure to invest in automated email replies that can respond to customers with a personalized message.
When someone signs up to receive emails from your brand, they should not simply be added to a mass email list and begin receiving your company’s messages. Instead, you can segment their email address and only send targeted messages to them. For example, you may want to notify them that it’s their birthday and hand them a small gift. Or, you may want to send them an email about a new product that they might be interested in.
Segmentation is all about tailoring your communication with a specific audience so that your emails are more relevant to them. It is not about spamming or sending unwanted messages to people. When someone signs up to receive emails from your company, you must have some way to contact them. Sending out a mass email with no way of responding is a sure way to lose customers.
Clear Calls To Action
One way that consumers can easily ignore email is by failing to include a clear call to action in their messages. The call to action should not be in the form of a promotional message but rather an alert that they have new content, such as an offer or a discount, that they might find valuable. This makes your customers take notice and engage with your offer, rather than simply deleting your email without reading it.
According to HubSpot Blog writer Rachel Roumeliotis, “For every email you send, you get a tiny snapshot of a person’s attention. Without a clear call to action, you risk that person’s attention darting past your email and onto something else.”
Engagement Through Content
The content that you include in your emails, in addition to the call to action, plays a crucial role in engaging your customers and encouraging them to engage with you further. Be consistent and reliable when it comes to your email content so that your customers know when to expect it and it will not come as a surprise. Create interesting, engaging content that is both educational and entertaining, and try to include video content when possible.
Include keywords, hashtags, and appealing images in your content so that customers can find your emails when they are searching for related topics. For example, if you are sending out an email about air conditioning, you may want to include keywords such as ‘ac’, ‘fans’, or ‘air conditioning service’.
When someone signs up for your email list, they should not only receive your messages but also be able to find value in what they read. To make sure this happens, you must put in the effort to educate your subscribers on how to engage with you in the most effective way possible. This means that you must take the time to provide value to your subscribers and create content that is both relevant and interesting.
With all of this in mind, you can take the following steps to build a successful business through email marketing:
Step one: Identify the main email audiences you need to target.
The first step in creating an effective email marketing plan is to identify the main email audiences you need to target. This is a slightly complicated step and it largely depends on how you want to build your audience. If you want to maximize the number of people you can reach, you should consider creating separate marketing lists for different demographics such as men, women, Millennials, Gen-Xers, and so on.
The trouble with most email lists is that they are very broad and encompass a wide audience. This makes it very hard to pinpoint exactly who you are trying to reach. To solve this, you should create a buyer persona and consider using this to craft your list. For example, you might want to create a list of women aged between 25 and 34 who are looking for jobs in the technology sector.
Step two: Set the goal for email growth.
The next step is to set the goal for email growth. To do this, you need to consider how much you are willing to spend on email marketing and how much you want to see in return. You can roughly estimate how much you need to spend on email marketing by considering the number of subscribers you have and the amount of revenue you are trying to generate. From there, you can decide how much you are willing to spend. If you have a budget, consider sticking to it and only spend what you need to.
To generate more revenue, you can either consider increasing your email list or looking for new ways to market your products. While it would be great to have a never-ending stream of customers, you must consider how long it would take for you to reach this point. Before you know it, you will be running out of money and unable to continue.
Set a goal for how much you want to see in terms of email revenue, and remember to factor in how much you are willing to spend. This will help you create a more effective email marketing plan.
Step three: Choose the right platform.
With your goal and expectations in mind, you must choose the right platform. If you are looking for growth, you may want to consider looking into tools like Aweber, which offer a free tier that you can use to try out their platform. If you would like to retain customers and grow your business, you may want to consider paying for a premium account as they offer more features.
The platform that you choose will largely depend on how you want to engage with your audience. There are many different options available, so take some time to think about what you need and the type of content you want to distribute.
Step four: Create content that will resonate with your audience.
Once you have your platform selected, it’s time to create content that will resonate with your audience. In order to do this, you need to consider what you want to offer and the unique value you can provide. In addition, you need to create pieces of content that are both interesting and valuable to your target audience. This takes some time to do, so be sure to take your time and do it right.
Along with a clear call to action, you need to make sure that your content provides value to your audience. This means that you must take the time to educate your subscribers on how to engage with you effectively. Once you do this, you can create a valuable resource for them that may encourage them to become brand advocates and promote your business to their friends and followers.
Now is the perfect time to look at all of these tips and tricks for building a business through email marketing. With your goals and expectations in mind, you can put all of this into practice and build a successful business. From there, you can expand your efforts to other areas of marketing, such as social media, where you can leverage your email list to grow your following and engage with your audience.