The importance of email marketing
Email marketing today is considered to be the most powerful techniques made available online for businesses today. If you have an announcement, event or campaign, kick it off with a darn good email.
Keeping this in mind giving below are the following email marketing techniques, and how they could be used keeping in touch with the existing and potential customers. Although most of the messages that we generally look at come from the major brands, the beauty of email marketing is that the powerful techniques could be used by the smallest business organizations without spending anything big.
New Content Announcement Email: This is one we all know and even love. You know that once you announce your next sale, eBook and webinar, the list continues to go on. The email continues to describe and promote a marketing campaign, one single offer, followed by call to action button with links to a targeted landing page made for specific offer. When it comes to designing of an email for a specific offer, the main component you need to keep in mind is the offer itself. You need a copy to be brief but also descriptive enough in order to convey the value of offer. Also make sure your email has a call to action button involved, large and clear. You can also include CTA image/button underneath to make the action clear.
The Welcome Emails: When you are converting new subscribers to your email list, it is like starting and beginning with a new relationship. And when you have already successful courted on them there is still so much you might not be aware about. And if you are jumping in quickly it could freak them out driving them away and breaking up things with you forever. This is why when you are sending them an email you need to make sure that it thanks your subscribers who have signed with the email list, telling them a bit more about who you are and what you do and why your website exists. Studies have shown that 74.4% of consumers expect a welcome email when they subscribe to your services. Plus the subscribers who receive an welcome email show on an average 33% of long term engagement with that specific brand. Finally welcome emails help in generating 4x open rates and 5x click rates compared to the other bulk options.
On boarding Emails: On boarding might not be the very first thing you might think of in regard to get customers coming back home. However brand new customers get the warmest. They are more likely to return because your brand and purchase is still on their mind. If customers do not use the products that they purchased, then they would not come back and buy from you again. Getting them use the products right away is one critical piece of puzzle you can’t ignore and you land up losing these customers. One best way to make sure that your customers are complete the entire on boarding process, is by sending an email after 48 hours of signup, encouraging them to complete their profile and take their first step in using the product.
Digital magazine or newsletters: Do you have a business blog maintained for your company. Are you a magazine or media outlet? No matter which category do you fall into, many companies choose to send a roundup of stories, blogs, whitepapers, etc published weekly or on monthly basis. And if you really want someone to read the roundups then it’s important that you share it in a visually manner. Within these round up emails, it’s also good to have an image being paired with the headline, followed by a summary, introduction and a call to action button for others to come forward and read more. This simple format with visuals in the news letters will allow you to attract readers to the articles in your blog, giving you the ability to feature multiple articles without sending super lengthy emails.
Event Emails: Emails are generally considered to be a great vehicle for promoting an upcoming event that you are hosting. So if you want to invite people to your event and motivate them to register, then it’s extremely important to showcase why that event is worth their attendance. One great way of doing this is to do visuals. Lot many events costs money for you to attend, and most costs a pretty penny. So if you really want to attract registrants cut down on the copy and show them why the event will be an awesome one. With these kinds of emails you can also create a comprehensive email campaign around your events including the webinars, presentations, conferences helping you build interest encouraging participation. Event emails will again include invitations, following up invitations, reminders and the last but not the least the thank you emails.
Confirmation Email or Thank You Email: When someone has to buy any sort of a product or service from you, they would definitely expect to receive an email from you saying that the order has been replaced and what is that is they can expect to happen next. This can also be a good time to upsell the customers by offering them some or the other related product. In a study conducted by hub spot found that such emails are twice likely to open generating over double the click through rate. Grasshopper who is known for its greater customer service regularly sends out thank you note to its customers, along with kids who feature or mention something about them.
Sales and Announcement Emails: If your company has new products or services or any kind of special promotion based around the product line, then send out an email or a series of email announcing the news and helping the pique customers and prospects interest. Because of these the content should be geared towards conversions. In short you need to be succinct and clear enough to whatever you are saying or going to say.
The Favour Email: One of the best things about having an email list is that you here have a group of people whom you can ask to take action on the issues that they have been facing, and someone who will follow through at an much higher rates rather than the general public. So this would here mean that when you have a goal that you really want to achieve or want testimonials you can here just send them an email.
Survey Emails: Email marketing does not always have to a one way communication. By sending out polls or questionnaires you can gain information and know what the readers think about you and your products. This will also tell you if you have been resonating with them. Survey emails gives a clear insight on how your readers have been interacting with you, ensuring them that you care about their opinions. You can send surveys to customers who buy or leads who did not buy the products from you. You can even send surveys to your general audience segmenting them on specific needs and requirements, creating and tailoring your products specifically to each of these segments. One good example for the survey is Taylor switch who included their survey directly into emails making it easier enough for customers to respond giving their valuable feedback on the products and services.
Customer Retention: Customer retention campaigns generally aim to keep the customers coming back, helping them know what new you have for them to offer. It’s seven times easier to gain campaigns from existing customer rather than attracting new customers. By targeting your current and recent customers you are likely to see results much faster compared to the normal times. Targeting your current customers will help them increase the brand loyalty
Credit: Promotion World