In the past, the way marketers conducted business was quite different. Chances are you’ve got a good amount of data to show for it. The vast majority of the emails you’re currently receiving were mass mailed to lists of people that happened to be interested in what you had to say.
Nowadays, thanks to the prevalence of internet marketing, data-driven marketing, and most importantly, email marketing, things are somewhat shifted. You still have to be careful about engaging with your audience in a way that feels too much like marketing. But, with that being said, you can absolutely use email marketing to grow your business.
Build Trust & Authority With Your Audience
In the past, consumers had no choice but to trust you when they received a marketing email from a brand they’d never heard of. These days, with things like brand safety and brand loyalty on the decline, people are much more careful about who they give their business to. If you want to gain their trust and establish yourself as an authority in your industry, you need to earn it. Show your audience that you understand their plight by demonstrating that you can provide value, and give them a reason to listen to you, instead of any other brand or merchant when it comes to their needs.
To demonstrate my point, let’s look at an example of a trusted relationship that was built quickly and effectively through a combination of authenticity and usefulness. If you’re unfamiliar, Dollar Shocker is a retail store that sells luxury items at much discounted prices. They achieve such low prices through various tricks, including having an elite group of buyers who purchase items in large quantities and then resell them for a profit. The store has a completely opt-in audience, meaning that they’ve taken the time to get to know their audience and provide them with content that’s valuable and of interest. In this case, the promotional email that was sent to the store’s audience contained a combination of useful information, like coupons and special offers, and an authentically-feeling message. The email begins with a powerful headline that makes the reader curious enough to want to know more –> “Learn how to buy luxury goods at wholesale prices.”
Once the reader clicks through to the blog article, they discover that it’s a five-part series that covers everything from how to select the right products, to what to look out for, to ensuring that you get the best price possible. By the end of the article, the reader is convinced that Dollar Shocker knows what they’re talking about and that they can trust the brand. As a result, they may trust you, as well. By establishing your expertise and establishing a relationship with your audience through useful and valuable information, you can increase your chances of becoming a trusted adviser in your industry.
Keep Them Coming Back For More
When a customer finishes reading your email, they may feel that they’ve got all the information they need. But, in most cases, that’s not true. People want to learn more, and they typically do so by seeking out more content from your email marketing campaign. This is why it’s so important to keep your emails interesting and engaging.
To prove this point, let’s take a look at an example of an email that completely fails to capture the attention of the reader. The email in question is from Wish, a fashion brand that sells women’s clothing. In this case, the email was trying to promote a fashion show that the brand would be hosting in partnership with a luxury goods brand. The email gives the reader all the standard information about the show, like date and time, and the location. But, for some reason, the brand thought that using humor, a tactic that’s usually quite effective, would be a good idea –> “In a nutshell, the show will be about fashion and luxury. We’ll be discussing the latest trends in both areas, as well as showing off some luxurious items that our partners will have to offer. So come on down, bring your friends and family, and have a good time.”
This email, among others like it, will never grab your attention for more than a few seconds. Why? The brand didn’t connect with the audience that they were trying to reach. By failing to relate to their audience and demonstrate that they’ve got something interesting and valuable to say, they lost the opportunity to create a meaningful relationship with their reader.
Use Your Email To Create A Community
When your customers engage with your brand online, it’s usually in the form of social media. This is perfectly normal, as people now prefer to have conversations and build relationships with brands rather than just buy their products. As a marketer, it’s your job to take advantage of this, and using email is a great way to do so.
To begin with, you can use your email to introduce new products and highlights from your brand. But…don’t just send out countless emails with product announcements. Instead, look for ways to connect with your audience, and make them feel that you’re listening to what they have to say.
If you want to create a community, you need to do so on social media. This is where your customers will go to have conversations about your brand and what it has to offer. And, chances are, they’ll end up on your email list as well, so you can continue the conversation, or get back to them with a quality offer (like a special discount, or a freebie) if they become a valued member of your community.
Craft A Prospective Buyer’s Journey
Ever wonder how some brands can generate such high purchase amounts? In the above example, Dollar Shocker knew that their audience would be interested in learning how to purchase luxury goods at wholesale prices, and they used an email campaign to establish a connection with their audience, as well as give them the information they need to begin their journey.
As a marketer, you have a variety of tools at your disposal to design an effective email marketing campaign. What you need to do is follow a series of steps that will help you craft the perfect blend of informative and engaging content.
First, select a list of people who you feel would be interested in your product or service, and create a concise, easy-to-follow outline of the buyer’s journey. Next, you need to consider how you’ll communicate with your audience, whether through email marketing, or otherwise.
Then, break down the list into smaller groups, and look for ways to segment the markets you’re targeting. Are there certain industries, like law or medicine, where you might want to focus your attention? The more you know about your target audience, the better you can tailor your approach, which will result in better conversions and less wastage of effort.
Avoid These Email Marketing Pitfalls
As you design your marketing campaign, there are a few things you need to avoid, so that you can achieve the best results possible. The first is unsubscribers. Having a high unsubscribe rate can be a red flag, signaling that your campaign isn’t going as planned, or that your email service provider is acting up. To avoid this, create a drip campaign that will gradually increase the amount of unsolicited emails that each recipient receives, so that they don’t realize that they’re receiving a lot of emails, and decide to unsubscribe. The key word here is drip – you don’t want to flood your audience with too much content too quickly.
Another pitfall that you need to avoid is subject line blunders. This can happen when you’re in a hurry to get your email out, and before you know it, you’ve got a batch of emails with botched subject lines, most likely generated by a content farm.
To check for subject line blunders, look for repeated words or phrases, like “click”, “free”, “next step”, or “urgent”. You should also avoid using slang or outdated words, as these can often trip up any automated system that deals with email marketing, and make it less likely that your email will be opened and read.
Follow Up With A Thank You Letter
Not getting enough leads to make a complete marketing push? Don’t worry, you’re not alone. As a marketer, you’ll encounter this scenario often enough to know how to solve it.
The solution has two parts – first, you need to follow up with a polite, handwritten note expressing your gratitude for their interest in your product or service. Second, you need to establish a schedule for sending out those thank you letters – it’s always better to be safe than sorry.
Nowadays, thanks to the prevalence of email marketing, things are somewhat shifted. You still have to be careful about engaging with your audience in a way that feels too much like marketing. But, with that being said, you can absolutely use email marketing to grow your business.