How To Leverage Your Email Marketing: 5 Simple Ways
While some might disagree, email marketing is still an important and effective facet of digital marketing. It can be a great way to build relationships with customers. Provide readers with useful information. And gain visitors to your site. However, it does take time and effort. You have to work at growing your subscriber list. And really focus on delivering useful content. But, if you do so correctly, you can really increase your sales.
Your personal email is not the place to be sending out newsletters or other email marketing efforts. You need to get a provider who specializes in email marketing. Luckily, there are several out there that will be able to meet all your needs. MailChimp or Constant Contact – are two of the most popular email marketing providers and are very easy to use.
According to EmailExpert, for every dollar spent on email marketing, businesses have a return of $44.25. And which is not a laughable amount by any reasonable measure. It can be further optimized. By using your email campaigns as a means to optimize other marketing facets of your business organization. From ongoing promos to encouraging social media and review site engagement.
In fact, studies conducted by Mckinsey & Company found that email marketing is 40 times more effective than Twitter or Facebook. When it comes to securing customer engagement. Thus, making it the ideal tool to push parallel campaigns that are meaningful to your business. If you already have an email marketing campaign in place. It’s even better.
Expanding your presence and popularity on review sites is no longer a nice-to-have. A strong profile across all third-party review sites is a must-have. To organically and affordably increase your marketing reach and overall revenue. Many studies point toward increased effectiveness in engagement and conversion. When merchants utilize a highly customized email. That takes into account the way a customer has interacted with a brand.
Consider sending a follow-up email for your guests, visitors, patrons, or shoppers. That highlights the most popular services or products during the season they engaged with your brand. You can include snippets of reviews for said products or services to further your brand. Or you can talk directly to the customer about his or her own experience. And ask for internal feedback through a brand survey. While encouraging external engagement through review sites.
If your business is not large enough to justify the investment in personalization technologies. Then consider selecting your top customers from your CMS and manually crafting a follow-up email. This can be done internally by using your own email-marketing platform or through tools like Review Express by TripAdvisor.
Here are some simple ways to leverage email marketing:
Build Your Audience
One of the best ways to leverage your email marketing is simply just to send out your message to as many people as possible. The more people you send it to, the more popular you would be. The more people you have to sell your goods or services to, the more money you make. However, building your email marketing list isn’t always the easiest task.
You really have to have a strategy in place to get them to sign up for your newsletter. You can’t just sit around and hope they will sign up. Instead, you have to meet them where they are and make your email marketing sound so irresistible that they can’t help but add their name. So, how do you do this?
Social media and email marketing go hand in hand. You probably have followers on your social media pages that don’t know you have a newsletter. Share it on social media and get them to sign up. Also, add a sign-up button on your sites so that new visitors will know how to opt in. You can add pop-up windows on your blog or site. Make sure you aren’t just spamming your readers, though, and that you show them your newsletter will provide real value for them.
If you are an eCommerce business, consider collecting emails during your checkout process. The potential customer has already expressed interest in your company, so they should be more willing to sign up for your email marketing. Hosting a webinar can be a great way to reach out to new people. By promoting your webinar, or even partnering with another company. You can get in front of more people who will be inclined to join your list.
Segment Your Audience
Segmenting your audience can be extremely effective and can help you to really understand who your buyers are. Not all of the people who sign up for your emails are the same. Some might have signed up to find out what type of events you are having. Or to get updates on your blog. Some might just be there for a type of coupon. The problem is most of your subscribers probably aren’t there for all three reasons.
Therefore, by segmenting your audience. You can figure out what type of email they want and focus on sending them only those emails. And you can segment your audience by demographics, like their age, where they live, their gender, etc. You can also segment on behavioral data. Like what they buy, how often they buy, when they open your emails, which emails they open, etc. By putting them into different categories. You start to understand their interests and can better promote your content to them.
When done correctly, it can be an effective way to build customer loyalty, increase website traffic, and drive sales. Contextual links to popular review sites can be extremely helpful in giving customers a full picture of what you have to offer. Boosting your credibility and giving them a platform to voice their own points of view
Identify which review sites matter the most for your business, and look at ways to integrate them to your email-marketing strategy. Additionally, you may want to include a footer or signature to all your email communications. That strategically includes buttons or links to third-party review sites where your business is highly ranked. This type of call-outs can significantly increase both review acquisition for your business and conversion. By exposing the reader to highlights that make your business special and unique.
Use A Strategy
Using a strategy doesn’t mean talking about asking customers or prospects to like your Facebook page or follow you on Twitter. Using Email marketing to drive social media engagement. Simply means leveraging the one-on-one medium you have with customers. To announce contests or challenges taking place on social media. Done right, you will not only drive engagement but will also grow your audience.
You’re most likely using channels like Facebook and Instagram to display your product. You are also using cool hashtags to reach a broader audience. You take beautiful pictures to display online and you even boost some posts via paid traffic. Email marketing can help you get better results. So you decide to run a contest-like campaign that incentivizes your customers to do the work for you and win a prize.
Using the same hashtag strategy, you can announce (and remind) via email. THis can be an image with a catchy hashtag. Which announces and informs something to your customers. Thus, the picture with the most engagement (like/comments) by the end of the day will win a surprise. Your most loyal customers go ahead and do the work for you online. They would ask their friends and family.
As these friends and family engage with the contest, their own network notices and inquires about the things on your various pages and website. Emails to create a buzz online by leveraging biggest fans drive traffic. The reverse can be done too. Running social media contests and announcing the winner via email. The key here is to fight the noise by combining forces. Using email marketing to push social media engagement is a killer combination. Content relevance is the key to get customers to engage via emails.
Create Incomparable Content
While content is extremely important in your email marketing, you cannot overlook the design aspect of it. If your newsletter is cluttered, people are going to be turned away and never even read your content. People don’t want cluttered inboxes full of random newsletters and emails that don’t help them or interest them. If that’s what they are getting, chances are they are going to opt out of those emails.
You don’t want them to click on that delete button before you can reach them with your copywriting. That is why you have to catch their attention with your design. Therefore, it is paramount that your content provides beneficial information to your readers. How do you do this?
The subject line is often overlooked, but it’s extremely important. Your subject line is your make or break point. This is your first chance to grab your reader’s attention. So it needs to be as compelling as possible while also staying under 35 characters. Next, you want to establish the purpose of the email you are sending. Therefore, every single correspondence that you send out should have a clear goal. Whatever that goal might be, it needs to be crystal clear to the reader. By making your CTA concise and to the point, the better chance you have to propel the subscriber down your sales funnel.
As for the content of your email, make sure that you use short sentences and bullet points. They slim their emails and see if there is something worth stopping for. Make sure that you add a social share button somewhere in your email. You want to promote your readers into sharing your content with their audiences. This increases the number of people who will see what you are sharing.
Include Great Customer Reviews
Let existing reviews help you sell the best that your organization has to offer. When designing email marketing campaigns, spend time mining your reviews. Hence, it will help in picking up the best of the best. By including snippets and quotes. You can provide prior customers and potential future customers with peer insights. That add dimension to your product and service. And boost confidence and brand credibility.
Including user-generated content adds dimension to your email-marketing efforts. And provides readers with fresh insights that better reflect what your business truly delivers. Alternatively you can incorporate customer opinion in copy by using descriptive language. Digital marketers use email marketing to build personal relationships with customers. And leverage social media to build communities around their products.
The challenge online stores face is how to leverage both medium to standout from the crowd. Whenever you send an email. Make sure you standout in the inbox. Whenever you post content on social media, you have to fight the noise. Some platforms are more challenging than others.
When third-party review sites allow it, go to the heart of the matter. Don’t be shy when it comes to securing increased customer engagement on the review sites that matter the most to your business. Make sure every customer receives a prompt to engage with your profile on popular review sites that allow it. Be cordial, personalized, intentional, and timely in encouraging review engagement. And ensure that you take the time to tackle any possible customer-service concerns prior to sending a request.