Marketing, and E-mail – How to Use a Mailing List Effectively

I bet you’ve heard of mail marketing. You know, sending out regular mailers (those snail mailers) to people on a mailing list. Well, not so fast. Digital marketing has totally replaced snail mail for most businesses. And, with good reason: It’s much more effective. But, that doesn’t mean that mail marketing is a thing of the past. It still has plenty of uses.

Here are just a few of the ways that mail marketing can still be used effectively.

1. New Customer Acquisition

This is the most basic and, in most cases, the most effective use of a mailing list. When you sign up for a mailing list, you’re signing up to receive emails or text messages from that company. Why? Because you’re a potential customer! As a consumer, you’ve already made the decision to purchase products or services from that company. So, by connecting with you via email or text, you’re able to find out more about your interests and what will make you buy their product or service. This type of personalized outreach is hugely effective and, in many cases, the only form of marketing that should be used. You should never, ever feel as if you’re being sold to. You’re being contacted because you’re a potential customer, and you’ll eventually become a customer if they do their job correctly.

2. Retention

The best way to stay in business is to retain your customers. And, what better way to retain your customers than by keeping them up-to-date on what’s new and what will make them happy? You can do this by sending out regular emails or texts with news about your products and special offers. If you’re looking to grow your business, getting in touch with existing customers is a great place to start.

Why not? Because you already have their contact information. You know, the contact information you collected when they initially signed up for your mailing list. This is called a “warm” lead. These are leads that you’ve already interacted with, and so they’re more likely to be interested in what you have to say. And that, in turn, makes them more valuable.

3. Social Proof

This is when you can add a little bit of personalization to your outreach. If you’ve ever shopped at Nordstrom, you may have noticed that whenever you make a purchase, they offer you discounts or free merchandise as a reward. Well, discounting and rewarding your customers for their purchases is a great way to encourage them to come back for more. You can use the same strategy by personalizing your messages with discount codes or free shipping offers that are only valid for a certain period of time. This way, you’re giving your customers a reason to stay in touch with you and connect with you on your terms, not the other way around.

4. Lead Generation

Did you know that many businesses get half of their new customers from online sources? Like social media platforms, websites, blogs, etc.? A lot of people are doing their research online before buying something, so your business’ website or social media accounts are the perfect places to advertise. Make sure that your website is optimized for mobile devices so that your potential customers can easily find you and engage with you. Optimizing your site also means making it faster and easier for your site visitors to find what they need. When your website loads quickly and is easy to navigate, you’ll be able to generate more leads, get signups, and ultimately grow your business.

5. Brand Awareness

If you’re looking to grow your business, one of the most effective and affordable ways to do so is through brand awareness. Did you know that around 70% of shoppers consider product images and descriptions when making a purchase decision? That’s a lot of buying power right there. By creating consistent, high-quality, branded content for your website and social media accounts, you’re able to build a digital identity for your business that customers connect with. Creating content that is representative of your brand shows your customers that you understand what they want and need. And, when your customers know exactly what to expect from your brand, they’re more likely to be impressed when their needs are met by your business.

6. Customer Retention

Nowadays, customers expect more from businesses. They want to be treated like individuals instead of just another paying customer. Thus, the importance of establishing a personal connection with each individual customer. When a customer feels that they’re getting more from your business than just a product or service, they’re more likely to stay in contact with you. One way to create a personal connection is through authentic reviews of your product or service. If a customer feels that your business understands their needs and wants to provide better service, they’ll be more likely to stay in touch with you. In other words, reviews can increase customer retention.

7. Future Marketing

If you’re looking to further grow your business, you should consider what type of content will be the best platform for your future marketing. Do you have a blog? Are you active on social media? Or, perhaps, you’ve started a podcast and want to explore new methods of spreading the word about your business? Whatever the case may be, take some time to think of the content that will be the best fit for your future marketing. And, while you’re at it, write some business plans as well. This will help you see the content that you’ve created in a whole different light. It will also give you a different perspective on what has worked and what hasn’t. That, in turn, will help you determine what you should keep doing and what you should change.

Before we wrap up, I want to remind you that, as important as marketing is, it isn’t everything. You also need to have excellent product, service, and delivery to succeed. But, with an effective marketing plan, you’re able to reach potential customers that would have never given your business a thought otherwise. In other words, marketing is critical to the growth and sustainability of your business.

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